X Articles
In February Elon announced that X & Grok reached 1b users per month, with 600m of that coming from X. With the platform developing quickly, right now there is the opportunity to capture an unfair share of attention.
X has recently given X Articles a push, with a $1m competition for the best article and extra coverage in the timeline. It’s part of a wider effort to expand the value they give users (i.e. time in app/site). This presents an opportunity for brands to reconsider entering the platform.
Long form articles are hard to distribute, with limited promotional opportunities. With this, you get the reach of tweets in the timeline but then opportunity for users to engage. Paired with cheaper CPMs.
However, why are the CPMs cheaper? Many brands left after the change of ownership, the owner’s actions and concerns around brand safety. Further, X has come under fire for their safety controls in Grok’s image generation.
That being said, with brand safety integrations and quick responses to better controls on Grok. It’s reminiscent of a time Meta faced similar challenges with brand safety & advertisers rebelling. And they figured it out.
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Tactic
Whilst that window of opportunity is open, lean in with sharp engagement strategy, curating the community that reflects your brand. Lead with organic content & engagement efforts, use ads tactfully & in a pinpoint fashion, to grow reach, and build that audience around you.
Dig deeper
Elon Musk Outlines X’s Progress and Future Plans.
Over the last 3 months, Articles on X have grown 18x. It is one of the fasting growing new products on the platform.
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