It's tough for an advertiser to ignore the data, especially with the chance of the U.S. banning TikTok. Eight billion video views is quite a few impressions... If X really pivots and becomes a video-first platform, it could promote itself as the go-to social site for those already looking to move away from TikTok as the ban sits in limbo.
X is also trying to win over performance advertisers and has cited how performative its videos can be. According to the platform's newsletter, optimized targeting powered by Grok AI has resulted in a 10% increase in CTR and 16% increase in conversion rates.
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