X.com from a Performance Branding Perspective
In this blog article, we take a closer look at X.com, the social media platform that many of us still know as Twitter. Since the rebranding and some controversies, many marketers are avoiding X. But is that really the smartest decision?
X and Brand Safety
One of the main reasons why many are currently avoiding X is brand safety. "What content will I be seen alongside? What content will be served to me?" – these are the burning questions. It's quite understandable that no one wants to see their brand next to questionable content. But, did you know that X's algorithm and ad system are already designed to minimize exactly these concerns? Thanks to targeted targeting, this is often less problematic than you might think.
The X Ad Algorithm Is Still in Its Early Stages
The bigger problem with X is that the X ad algorithm is not yet fully mature compared to other platforms like Meta or Google. This means if you're aiming for results like conversions on your website, X can sometimes be disappointing. However, there's an interesting aspect to consider here: If your topic thematically fits X and advertising prices are lower due to reduced demand, X can be surprisingly profitable.
Future Prospects – What Could Change on X?
Looking to the future: Could X regain significance? We'll see. For certain topic areas, X is definitely relevant from a performance branding perspective. If, for example, you want to influence public discourse, reach journalists, or be noticed in political circles, X offers an excellent platform.
Conclusion
So should you avoid X completely? Not necessarily. It's worth keeping an eye on developments and using the platform for specific campaigns, especially when it comes to topics that are socially relevant or appeal to a special target audience. Before you decide, check whether the topic fits X and whether the potentially low advertising costs could represent an opportunity.
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