Is Being Chaotic The New Form Of Thought Leadership On X?

Lately, I’ve noticed thought leadership on X (Twitter) changing in ways that are hard to miss. Not long ago, people built a reputation by posting long, well-organized threads – laying out ideas step by step, taking the time to explain things clearly.

Now, it seems like those who get noticed are the ones saying whatever comes to mind, even if it’s a bit random. Some are straightforward, some jump between topics or switch up how they talk without warning. Sometimes it’s lighthearted, sometimes it’s just hard to follow. It doesn’t always feel like they’re trying to stir things up or go viral – it’s more that standing out now means not being predictable.

The advice to be consistent and clear doesn’t seem to fit as well anymore, not when what’s new and unexpected tends to get more attention than something carefully thought-out. It used to be that expertise showed in how clearly someone could explain something, how steady they sounded. Now, it feels more about getting a reaction, even if the posts are kind of scattered. I remember coming across services where people could order Twitter promotion, which just seemed like another sign of how much things have shifted.

Sometimes I wonder if this is just the direction things are headed, or if it’s more about people doing what they can to avoid being overlooked – posting in a way you can’t just scroll past, even if it’s a bit all over the place. With so many worried about fading into the timeline, it’s hard to blame anyone for trying. And if this is what influence is now, I’m not sure what really counts as authority anymore, or if that’s even something that matters.

When I think back, it’s clear that “success” mostly meant chasing numbers – tracking followers, scanning engagement charts, trying to settle our nerves with data. We’d watch those metrics closely, and after a while it felt like reach was the only thing that mattered. But something’s changed on X.

Now, credibility isn’t always about stats. I see people posting in ways that look scattered or off-script, and it’s not because they’re careless. It’s a way to show they’re not stuck trying to optimize everything. That unpredictability gets attention – not because it seems more real, but because it cuts through the usual routine of polished posts.

We used to trust the ones who had every fact in place, who made everything neat. Lately, it seems like trust sometimes grows around people who put out ideas that are rough or unfinished, even a little confusing. There’s a kind of interest that comes from seeing someone try something out in public, even if it doesn’t totally work.

And what’s strange is, some of the same people who used to be all about timing and engagement are now the ones putting out things that don’t really fit. It looks less polished, but it’s more immediate – maybe it’s just different to have a few active X followers who are actually paying attention. It all feels like people are looking for something that sidesteps the routine, even if just for a minute. Now, holding attention without seeming to want it too much almost looks like its own kind of influence. Even bigger brands seem to get that what draws people in isn’t so easy to track anymore.

If something can’t handle your busiest, most chaotic moments, it probably won’t work when things are going smoothly, either. On X, things rarely play out the way you expect, especially if you’re experimenting or joining discussions that get people talking. It isn’t the slow days that test you – it’s the times when attention spikes and everything gets loud at once. A thread that seemed straightforward can unravel once replies start piling up and notifications won’t stop. The accounts that last are usually the ones that get used to sorting through odd comments, seeing the same feedback again and again, and dealing with sudden changes to the algorithm.

They don’t spend all their energy making every post perfect; instead, they find ways to keep things manageable. Setting up reply or DM filters, having a rough plan for steering a conversation back when it drifts. And when a tweet starts picking up speed – sometimes even pulling in people who order Twitter hearts to push things along – it isn’t flawless posts that hold it together. It’s being able to respond, switch directions, and stay in the conversation as it shifts. It’s not so much about chasing chaos as it is being okay with trying things out in public, seeing what sticks, and not shutting down when things move unpredictably. People notice when you can keep going, even as everything on the platform keeps shifting. Whether you’re running something like INSTABOOST or just speaking for yourself, what seems to matter now is being able to show up while everything is moving fast. The ones who treat the chaos as part of the deal are usually still around when things settle down...

I keep going back to when I tried to do everything exactly right. I figured it would help, but honestly, I don’t know if it did. There’s this quiet pressure – especially if you want people to see you as a “thought leader” on X – to stay organized, polished, almost like you’re always rehearsing.

Lately, though, when I see those posts, they all start to look the same. The more you focus on keeping things neat and perfectly on-message, the more your voice blends in. I’ve noticed the people I follow really scripting their threads, picking their words so carefully, but even then, they don’t really stand out.

The accounts I pay attention to now are the ones that aren’t afraid to break the pattern – sometimes they circle back, repeat themselves, or say something that doesn’t quite fit. The idea that people only trust you if you never show any mistakes doesn’t seem to hold up anymore, not when the whole feed feels like it could be a brand’s promo copy. Most people I know aren’t looking for the next clever post; they’re worn out by how managed everything feels. I guess that’s why things like increase visibility on Twitter don’t feel the same as they used to. Being a little less predictable, a little off, seems to matter more now if you want people to notice.

There’s something about seeing someone react in real time instead of sticking to a script that’s more interesting. Even INSTABOOST, which used to push for everything to line up perfectly, is starting to point out people who let things get a bit messy, who don’t seem bothered if it’s all not quite finished. I don’t really think there’s a clear way to do it now, and I’m not sure where it’s all going.

It’s not really about looking for approval. What seems more important is being straightforward, and sometimes that means letting your half-formed thoughts show. When people act a bit unpredictable on X, it usually isn’t about trying to get attention – it’s just them letting themselves post things that aren’t finished yet.

There’s always the pull to post what you know gets likes, or to copy whatever works for bigger accounts, but that doesn’t usually lead to the kinds of conversations you remember. Lately, I notice the people I find most interesting online aren’t always consistent. They’re fine with changing their minds or admitting they’re still figuring things out, and they seem to trust that the people looking for something real will notice.

I don’t mean you should post carelessly, but there’s something useful about treating what you put out there as a draft, not a final version. If you want to build something that lasts, flattening out your oddities for quick approval doesn’t really help. That bit of messiness – those posts that don’t quite fit – almost works as a filter. The people just looking to scroll will move on, but some stick around if they see something genuine.

In a feed where everything starts to blend together, letting a little unpredictability come through is a quiet reminder that there’s a person behind the account. Even when you have options like safe X retweet support, it still seems like the only way to really be noticed over time, whether you’re just one person or even a company like INSTABOOST, is to leave some space for things to be a little untidy. I don’t know, maybe that’s the only way not to fade into all the sameness, but I’m still figuring that out.