Musk is highly skeptical about the impact of brand-led advertising, but he usa number list may take a different view of personalized, performance-led marketing. In this scenario, X would overhaul its advertising offering to create new media formats and performance metrics. This would require users either to offer up more personal information, or for X to capture more insightful data from users as they interact with the site. To win back advertiser confidence, it would also mean reintroducing some content moderation.
There is huge scope to improve X advertising, and brands would welcome a performance marketing alternative to the existing giants. However, this will require an environment that’s safe for brands, and a significant change of heart from Elon Musk.
Nonetheless, it is estimated (by Elon Musk himself) that the value of X has decreased by a staggering $24 billion since the takeover. Advertisers will invest where they can reliably reach their audience and communicate their brand message, both effectively and safely. It would require a significant change of direction from Musk to achieve that on the new version of X, but he does have form for dramatic u-turns.
Prepare to test.
Use small tests to see if X can deliver both advertising performance and brand safety. This may mean setting up extra tracking to see where your ads appear, beyond what is reported in the platform’s own dashboard.