SMBs Still Cautious Advertising on X Despite Lower CPMs

Inconsistent conversion and brand safety concerns are preventing more brands from testing

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X has been ramping up efforts to court small and midsized businesses in order to offset some of the ad revenue declines it has faced as brands have quit the platform.

While costs per click are relatively low, inconsistent conversion and brand safety concerns are making SMBs wary of spending on X, five sources told ADWEEK.

“The wider quality of the ads served across X has dropped, lowering trust in X ads, which, in turn, means SMBs are having to work harder to counter this in order to drive quality results,” said Jack Moore, head of social at social media agency Hatch Group.

Moore added that 10% of its SMB brands across business-to-business, lifestyle and sports are buying media on X.




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