X Ads

Cause-based advertisers who maintain active X accounts or are working with issues that might appeal to a wonky, moderately to highly politically engaged audience

• An advocacy group with a small digital budget might use X to increase the reach on some of their organic posts with a larger audience.
• An advocacy group with a mid-sized digital budget might use X to show crafted messages to journalists, lawmakers, and other influencers on their topic.
• An advocacy group with a large digital budget might use X to drive petition signatures with a highly informed audience.

• Ad engagements can increase your reach organically more than other platforms
  
• Effectively reaching influencers in their native environment where they’ll be in the right frame of mind to engage with your message

• Low credit limits for new ad accounts (To prevent interruptions, contact their support team to raise it manually if you plan on a high spending volume from the start.)
• Unintuitive advertising platform and limited targeting options
• Anecdotally, advertising customer support seems to have been diminished after rounds of X layoffs
• X leadership is chaotic and can make major changes at the drop of a hat

• X defines political content as “content that references a candidate, political party, elected or appointed government official, election, referendum, ballot measure, legislation, regulation, directive, or judicial outcome.” Advertisers who are running ads that fall under this definition are permitted but are prohibited from running anything false or misleading and must comply with any laws regarding disclosure and content requirements.
• In order to run any political ads, advertisers must be based in the US and must go through a certification process by filling out a form. The expected turnaround time for a response to the certification application is 2-4 weeks.
  
• There are a couple of additional restrictions for approved advertisers: first, ads will only be eligible to run on desktop and iOS devices, but they anticipate enabling political advertising on Android and other devices in the near future; second, political advertisers can only use location, age, gender, and interest/keyword targeting tactics in their campaigns; finally, political advertisers can only run promoted ads and follower ads and are prohibited from the other X ad units.
• X does keep a Political Ad Library, but it’s not readily available to the public; in order to access it, you have to submit a form requesting information on a specific political ad or advertiser.

• Acquisition, including both fundraising and list building
• Awareness
• Mobilization

Typical pricing model: CPM

$10-15+ CPM