Why X Matters in Digital Advertising
In the digital marketing landscape, X (formerly known as Twitter) is an option for businesses aiming to boost brand awareness, drive website traffic, and grow follower counts.
In basic terms, companies can promote (boost) tweets to reach a target audience, similar to platforms like Facebook and Instagram.
X is often an overlooked advertising platform, but what sets X apart, and how can businesses harness its potential?
Unlocking X’s Advertising Capabilities
X has made progress in enhancing its advertising features, although in our opinion it still lags behind the likes of Meta and TikTok in terms of sophistication, and advertisers may find some basic features you would expect are missing, or only available in some markets, such as radius-based location targeting (currently only available in the US and Japan).
Recent updates, such as syncing product catalogs for e-commerce ads and launching conversion campaigns, have helped bring its offering closer to its competitors.
Types of Ad Formats Available on X
Businesses can promote organic tweets (often referred to as ‘boosting’) or opt for ‘dark ads’—posts that originate from a brand’s page but don’t appear on their public profile. Ad formats are what you would expect if you have run ads on Meta previously, they include static images, video ads, carousels, and in-stream video ads.
One thing to keep in mind is that X has a 280-character limit on ad copy, so you may need to tweak existing ad copy.
Strategic Targeting: How X Helps Reach Niche Audiences
One of the areas that X does well in is its targeting options, which allow marketers to drill down to niche audiences more than they can on other ad platforms.
Advertisers can leverage a range of targeting options such as keyword/hashtag targeting, follower lookalikes of specific accounts, and conversation topics to tailor their ads precisely to desired audiences.
It is also possible to get quite granular with retargeting on X. You can serve ads to your account’s followers, and also users that have seen or engaged with your organic tweets or ads from specific campaigns – something that isn’t possible on Meta.
Navigating Advertising Challenges on X
While X offers certain advantages, it also presents some challenges.
- Limited ad copy length (280 characters)
- Concerns over ‘brand safety’ due to spam.
- Having to wait for advertiser verification before launching campaigns (make sure you account for this when setting up your campaign!)
- Limited custom audience audiences for ‘engagement’ audiences. This feature was rolled out for a few weeks and then hasn’t been seen since.
- Quality of traffic can be a concern. We often find that while clicks are very cost-effective, those clicks don’t always lead to a valuable action
The Future of Advertising on X
Looking ahead, X is poised for growth, with anticipated enhancements in AI and targeting capabilities that could position it closer to competitors. Businesses must remain adaptive, seizing new opportunities to enhance their marketing strategies as the platform evolves, which can be seen in the success stories of various companies using X ads.
Best Practices for Effective X Advertising
To maximise ad impact on X, consider the following best practices:
- Experiment with Ad Formats: Test various formats to find what resonates best with your audience.
- Keep Content Conversational: Align ad content with organic platform communication for a seamless user experience.
- Manage Engagement: Consider turning off comments if negative feedback is a concern.
- Optimise Continually: Use performance data to refine campaigns and ensure the best return on investment.
Staying Adaptive in X’s Evolving Landscape
X stands as a formidable platform for targeted advertising, offering unique opportunities to engage specific audiences. Leveraging its evolving tools and strategic insights can help businesses achieve varied marketing goals. As X continues to grow, staying informed and adaptable will be crucial for marketing success.
