X shared guidance for marketers planning their holiday campaigns, with the platform running a webinar session last week that outlined best practices and audience insights.
First, X shared insight into how its audience approaches holiday shopping and discovery in the app.
As per X: “The holidays are a cultural heartbeat at X. Attention and shopping intent peak at the same time. And this is the unusual bit: People are open and willing to hear from advertisers. X is at the intersection of real-time holiday buzz that drives sales, motivated holiday shoppers, and AI-powered full-funnel innovation.”
X also shared insight into shopping engagement from last holiday season.
In addition, the company shared notes on key shopping trends and peak engagement in relation to holiday shopping activity.
X also provided notes about audience demographics.
The platform also discussed the rising use of AI to guide shopping and purchase decisions, and how brands can best align their offers with AI-powered recommendations.
“Say what your product does, who it’s for, and what makes it better, in plain words [that] it can compare,” X said. “If a model can sum you up in one line, you’re in the recommendation.”
This is probably an over-simplification of how AI recommendations work. But fundamentally, X said that clarity is important in powering AI discovery.
Finally, X shared some specific tips on ad creative that drives results in the app.
- The best performing ads are only 50 to 100 characters, which is about one sentence.
- People on X expect brands to talk like real people. So, write the way a person would actually speak to a customer and don’t oversell.
- Give people a reason to act now, with limited-time offers or similar exclusive deals.
- Use a clear call to action.
Finally, X said that advertisers remove any distractions from the main goal of the ad.
“Cut out anything that pulls attention away,” X said. “Send people to one place, your website or your app, and nowhere else.”
X also told brands that they shouldn’t tag other accounts in their ads, “because every tag is a way out of your content.” Finally, hashtags and multiple emojis aren’t allowed in ads for this reason.
These are some clear, actionable notes that can help improve X ads performance, based on direct advice from the platform itself. Some of these, as noted, feel like an oversimplification, but as a starting point for campaigns, they could guide shopper action.
