X offers a great advertising opportunity for digital campaigns

In January of 2023, X—formally known as Twitter—reversed its three-year moratorium on political campaign advertising. Initially concerned about misinformation, the company had banned political ads in 2019.

Today, X represents an excellent opportunity for candidates and political causes to communicate with voters. 

X is already a popular destination for journalists and political activists, but did you know one in five adults is active on Twitter? In fact, voters aged 55+ are one of the fastest-growing demographics on the platform. With over 44 million users, X is the place to be.

A majority of users turn to X for current events and politics. As such, the platform has become a great option for campaigns looking to target engaged and persuadable voters. 

Advertising on X can help build name ID and support

How can your campaign or political cause use X to build name ID and support? The platform is slowly rolling out details on their advertising platform, but here’s what we know so far:  

  • Political advertisers will be required to go through a verification process. Initially, the process took 2-4 weeks. Currently, it only takes 5-7 business days. We recommend your campaign gets verified early so you are ready when you need it. 
  • X allows advertisers to use first-party data and look-a-like audiences to maximize targeting. This can help your campaign target the right voters with the right message. 
  • Campaigns can use unique features like X website cards combined with new pixels and Website Conservation Optimization to generate fundraising leads. 
  • Campaigns will be able to partner with major publishers to amplify their message and build awareness.

Take advantage of X for your digital campaign

There’s no doubt that X’s decision to reinstate political advertising offers an exciting opportunity for campaigns and advocacy groups to communicate with voters. 

Arena stays in constant communication with our contacts at X, which enables us to leverage the platform’s capabilities and maximize the benefits for our clients.

For more information about the advertising policy for political campaigns on X, go here.

If you’re interested in learning how we can help you advertise on X, contact us today and we’ll be happy to recommend the best course of action.

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