To help advertisers make use of X’s updated ad offerings this
holiday season, the social-media company has introduced a marketing hub featuring educational resources and new stats.
The hub's webinar series -- which includes five segments scheduled from
now through early November -- covers measurement practices via the X Tracking Pixel, tapping into diverse audiences through each stage of the funnel, utilizing the platform's Shopify and Shopping
Manager integrations and which types of creative perform best in-stream.
These focused overviews are intended to help brands better understand updates rolling out across X's ad system.
While most changes remain vague -- with Grok seemingly playing a bigger role
in delivering enhanced insights, explaining branded posts, and automating copy generation -- the company has officially cut hashtags and emojis from paid promotions for an overall
“sleeker” look.
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Over the summer, X mentioned a new “aesthetic score” that could potentially impact the reach of brands’ ads on the platform, with X owner Elon
Musk saying later that he has “a personal aversion to jarring and ugly ads.”
However, per the holiday marketing hub, X is now providing specific tips for creating higher-performing
X ads.
Under the “Creative Best Practices” section, X suggests brands develop ads that are short and simple, between 50 and 100 characters, while staying “true to your
voice” and avoiding being “overly sales-y.”
X also suggests that brands create ad copy that gives consumers a reason to “take immediate action” -- either by
highlighting limited-time offers or “unique value” that motivates clicks, downloads, and purchases.
“Avoid using @mentions in your ad whenever possible, as they can distract
viewers and lead them away from your content,” X adds. “Hashtags and multiple emojis are also prohibited in ads for the same reason.”
The company is also emphasizing the
importance of arresting visuals, reminding brands that 80% of X users are interacting with the app on their phones.