2024 has been a tough year for X on the revenue front, with reports suggesting that the company’s ad intake has declined again, after already dipping by around 30% in 2023.
Indeed, based on current predictions, X is likely to post a significant financial loss for the year. And that’s after cutting 80% of the company’s staff, and reducing costs wherever it can.
Which is why X is making a big final push to win over advertisers heading into the last weeks, by promoting its “Q5” opportunities, and engagement data for the period.
Today, X has released some new insights to generate more brand interest in the period, beginning with this data point:
The holiday period means more people will have more free time, which inevitably means that more of that will be spent in social apps. That could present more opportunity to reach them, while X has also provided data on some of the key topics of focus.
Aligning with these trend shifts could help you reach an engaged audience in the app to boost your messaging.
X also notes that, due to lower competition, its ads are cheaper in the period.
As per X:
“The most exciting aspect of Q5 is that it’s not just more cost-effective, but also more efficient. From mid-December to mid-January, we see reduced CPMs and cost-per-conversion as consumers shop for post-holiday deals and products to support their New Year’s resolutions. Last year, we saw a significant -34% reduction in the average CPM and a notable -19% drop in the average cost-per-engagement, making it the ideal time for brands to maximize their marketing spend.”
Maybe, if your target audience is active in the app, it could be a good time to reach them, while X has also provided more incentives and ad options to help brands maximize their messaging.
“Leverage AI-powered targeting to efficiently reach high-intent audiences and drive conversions with minimal effort, promoting your products to X’s receptive and affluent audience.”
X’s AI-based ad system, built on the back of xAI projects, could be another consideration for your approach, enabling better targeting with less effort.
Some considerations for your end-of-year push, which could result in more sales for your business.
You can check out X’s full Q5 targeting tips here, while X also recently provides some additional holiday marketing notes.
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