Key Takeaways

X still offers reach, but with risk – With over 600m active users and strong vertical video engagement, X remains a powerful platform, but political volatility and brand safety concerns make cautious investment essential.
Audience fit is critical – The platform is most effective for mobile-first, younger (18–34) audiences; for other demographics, ROI may be weaker.
A measured approach works best – Brands should test formats like vertical video at modest spend levels, apply strict brand safety controls, and treat X as part of a balanced channel mix rather than a core pillar.

Rethinking X as a Platform for Your Brand

Your brand is already active on X, but is it the most effective place to reach your audience—today? With significant changes in ownership, strategy, features, and advertiser dynamics, it’s time to reassess whether X remains a valuable advertising platform.

The Current State of X

Once known as Twitter, X is undergoing a substantial transformation:

Rebrand: The platform was officially rebranded to X in July 2023, with the domain shifting from twitter.com to x.com by May 2024.
Monthly Reach: X now reaches approximately 611 million monthly active users. A separate estimate cites an even broader 586 million monetizable users—placing X among the top 12 global social networks.
Demographics: The largest user group aged 25–34 accounts for around 38–39% of users, followed closely by 18–24-year-olds.
Mobile-first Audience: Over 80% of users access X via mobile devices.

Advertising on X: Formats and Effectiveness

X continues to offer diverse ad options, from promoted posts to full-screen vertical video formats:

Ad Formats: Advertisers can now choose from promoted Tweets (now “posts”), promoted accounts, trends, video ads, in-stream video, and Amplify advertising.
Vertical Video Growth: Full-screen, sound-on vertical video ads now account for roughly 20% of daily user time, signalling strong user engagement with this format.
Ad Reach: Advertisers can potentially reach 8% of the world’s population, and up to 11.6% of internet users, via X.
Cost Efficiency: Average cost per first action (e.g., click or engagement) ranges between $0.26 and $1.50, with typical monthly ad spend in the $100–$500 range.

The Advertising Climate: Unsteady But Rebound in Sight

Advertising on X in 2025 is complex and politically sensitive:

A Kantar survey indicates that 26% of advertisers plan to cut spending on X, largely due to concerns about brand safety and platform trust. Only 4% believe X offers safe brand placement.
However, a comeback is underway: X is expected to post its first ad revenue growth since 2022, with U.S. ad revenue projected to reach $1.31 billion (+17.5%) and global revenue $2.26 billion (+16.5%).
Industry insiders suggest that continuing some presence on X acts as a brand-management safeguard, with brands resisting full withdrawal to avoid being labelled boycotters under Musk’s leadership.
Recently, CEO Linda Yaccarino, who guided much of X’s ad recovery, resigned in July 2025, raising concerns about advertiser confidence moving forward.

Should Your Brand Advertise on X?

Here are the key considerations when evaluating X as an advertising platform:

Audience Fit

If your target demographic aligns with X’s active users—particularly young adults aged 18–34, male-skewed audiences, and mobile-first users—the platform remains a viable channel.

Format Suitability

X’s vertical video formats offer high visibility and engagement opportunities. However, the success of these formats varies by campaign type, creative quality, and audience expectations.

Brand Safety and Reputation

Executive concerns about political or ethical volatility make cautious budgeting and messaging vital. For many, maintaining a modest presence on X serves as a reputational hedge.

Cost vs Reach

X offers cost-effective CPM at scale. Advertisers should measure ROI carefully and test vertical video formats, which may offer strong early-stage performance despite broader ad-market turbulence.

Practical Steps for Brands Considering X Ads

Audit your audience fit – Are your customers or target demographics active on X?
Test high-engagement formats – Run small-scale vertical video ad tests and monitor performance.
Maintain brand safety controls – Use keyword filters, publisher blocklists, and targeted placement strategies.
Adopt a measured spend – Consider passive, minimal spend to preserve visibility without overexposure.
Track metrics rigorously – Focus on engagement, conversions, and brand sentiment—linking results back to goals.

Final Thoughts

X remains a unique channel: one with deep audience reach, growth potential, and high visibility, especially when competing on mobile. Yet, it operates amid political uncertainty, advertiser wariness, and a shifting leadership environment. Brands need a balanced, data-informed approach—invest if there’s clear audience alignment and creative suitability; pull back if risk outweighs reward.