In a news cycle that isn’t exactly slow, X (formerly Twitter) keeps making headlines. Over the past few weeks, X has seen more than 200 advertisers — including Apple, Disney and IBM — halt their ad spending. The move comes after owner Elon Musk’s recent endorsement of an antisemitic conspiracy theory, adding to X’s year of tumult and transformation. Musk had some choice words for these exiting advertisers, even hinting their extended boycott could bankrupt X.
So, what exactly does this mean for advertising on X? It’s mission-critical to ask some questions before starting a campaign.
Is this safe for our brand? The platform has been largely destabilized under Musk’s ownership, which presents risks to brand safety and reputation. With less internal support and advertising oversight, some advertisers have unwittingly seen their ads next to racist and/or pro-Nazi content.
What is the return on your investment? The platform’s relationship with advertisers has suffered as fewer people visit and engage with X content. Ads on X can look clunky, uninteresting and even spammy or fraudulent.
Could ads on other platforms be effective? X is not the only place to consider for ad efficacy. LinkedIn, Facebook, and Instagram may often offer significant cost savings and more reach for your dollar.