Blogs > X / Twitter Advertisements — are they still worth it?
December 22, 2023 Andrew Procyk
Since Elon Musk purchased Twitter and changed the name to X (no one seems to know why). Aside from the name there have been plenty of changes in the way the company does business (again, no one seems to know why). In recent months X (Twitter) has seen many large advertisers pull back due to Musk’s “free speech” on his platform better known as little to no censorship. With the recent reinstatements of controversial suspended accounts of Donald Trump, Jordan Peterson, Babylon Bee, Kanye West, Andrew Tate, Alex Jones, and more due to these new policies under Musk.
This has led to corporations like Disney, Warner Bros., IBM, and Apple pulling their ads off of X. The main question to ask is whether it is still worth it for companies big or small to advertise on X even with direct competitor social media platforms like Facebook/Meta’s Threads gaining in popularity.
With a less saturated market than the market leaders such as Facebook and Instagram, big corporations leaving will only lead to more opportunities for the company’s current ads.
Twitter, now referred to as X has seen changes impacting its advertising worth. Despite boasting over 353.9 million monthly users and a higher-than-average ROI, recent controversies led major companies like Disney and Apple to withdraw their ads due to content moderation concerns. Even after the exodus of advertisers seen in 2023, a lot of big corporations have already started to return and most notably Netflix started sharing ads on X again.
The benefits of Twitter ads include precise targeting and engagement opportunities and should counteract any disadvantages like high costs, with the rise of platforms like Threads only complicating decisions. For smaller businesses, advertising on X depends on goals, audience, and budget. Success relies on strong strategy and understanding the evolving landscape, before investing in X’s ads and that’s why hiring digital marketing firms ensure you have a bulletproof marketing strategy.
Overall X formerly known as Twitter is still a viable social media platform that’s worth the investment for businesses trying to drive engagement, brand awareness, and most of all profit.
With over 350 million monthly active users still on the platform it’s still important to include it in your strategy for your sweepstakes marketing program. Use incentives like bonus entries into your sweepstakes to push organic “Tweets” that can access potentially hundreds of millions of users as this is becoming increasingly difficult through other social networks. Considering an ad spend to promote your brand and your sweepstakes now only makes sense with less major advertisers cluttering the feed.
I recommend some testing and evaluation, after all Elon has been known to be fairly insightful and successful, only time will tell if X really marks the spot. Elon Musk’s Twitter Page
Andrew Procyk, RAVEN5, December 2023