‘X shoppers are the first to search, try and buy’
X (formerly Twitter) is a highly used platform with over 250 million users logging into the app everyday. However, from November to January each year, it witnesses a significant boost of activity as users enjoy the festive season.
Thus, X has made its pitch to advertisers for the upcoming rush by highlighting how X users come to the app in droves for shopping inspiration, presenting an important opportunity for brands to increase their visibility and promote their products.
As per X:
“From November to January, X comes alive with users who are active, engaged, and ready to spend. Shoppers on X not only anticipate their next big purchase earlier but also show a greater readiness to act. Leveraging this prime time can significantly boost your brand’s visibility and sales potential.”
The social media platform has released a range of holiday engagement insights. The results reveal that holiday shoppers on X are highly proactive. They are 32% more likely to try new products first, 24% more likely to share product recommendations with others, and 39% more likely to purchase advertised items than X non-users.
X also notes that the holiday season traditionally drives a spike in X engagement:
“We’ve witnessed a 20% year-over-year increase in our Holiday audience, and a substantial 125% rise in holiday-related posts. This ongoing growth underscores the platform’s pivotal role in shaping holiday experiences, with users turning to X for everything from gift purchases and travel plans to festive decorations and recipes.”
To make matters easier for brands, X has also released this year’s “Holiday Editorial” calendar to help highlight the potential of the season:
X is offering a variety of advertising formats that are designed to cater to a different of customers, on different levels of their journey:
“X helps you drive awareness with impactful Takeovers, foster consideration through immersive Vertical Video Ads, and boost conversions with Dynamic Product Ads, Collection Ads, and Carousel Ads. Our optimized targeting, including features like AI-Audiences, versatile audience segmentation, ensures you reach the right people at the right time.”
Beyond the holiday season, X has been embroiled in numerous controversies, ranging from questions about their brand safety to their ban in Brazil.
