X is shaking up the marketing game with its latest announcement: the introduction of the exciting "Creator Targeting" ad option!
Marketers will now have the power to team up with their favorite influencers within the app, to showcase their brands in front of their followers like never before.
In a recent blog post, the company shared the news, explaining how this new feature lets advertisers take the reins and run ads directly on the content of their chosen influencers using the user-friendly X Ads Manager. Since launching their ad revenue sharing program in July last year, over 80,000 influencers have turned to X to tell their stories and monetize their craft.
Named "Creator Targeting," this initiative is the next big leap in X's mission to put video front and center. It's a game-changer that builds upon the success of the platform's "Amplify" program, launched back in 2015, which has already helped brands cash in on their video content.
With Creator Targeting, ads seamlessly blend into a creator's content, grabbing the attention of their followers from the get-go, connecting brands with their target audience in the most engaging way possible.
While X is keeping hush on which influencers are on board, YouTube sensation MrBeast has already dipped his toes in the water, earning a whopping $260K within the first week - talk about making bank!
X is ramping up its video offerings with exclusive content deals, featuring the likes of Tucker Carlson, Don Lemon, Tulsi Gabbard, and Jim Rome. From mini-shows to political documentaries, there will be content targeting a multitude of niches.
With X's impressive influencer lineup and innovative ad options, the future is looking bright for X amongst the platforms already smashing it out of the park with their ability to make Influencer Marketing seamless for brands and influencers.
Despite X’s plans often seeming somewhat up in the air, sometimes opportunities are born when you least expect them to – take Snapchat for example – the platform which was once a messaging app for teens is now earning influencers millions of dollars.
However, exclusively benefiting top creators only falls short in positioning X as a competitor against platforms like YouTube, Instagram, and TikTok. These platforms are succeeding due to millions of influencers consistently sharing content.
By just focusing on rewarding a select few influencers with high follower counts, X’s position in the Creator Economy may still be lacking. If X expands Creator Targeting to support to a broader range of creators, celebrating a diverse range of content and enhancing engagement across all levels, X may increase its chances of being recognized as a solid platform for Influencer Marketing.
If you want to discover how working with influencers on a range on social media platforms can benefit your brand, reach out to us at hello@digitalvoices.com.
