Brands Swap Viral Tweets for TikTok and Instagram This Super Bowl

The top 30 brands spent 55% less on X in 2023 compared with the year prior

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Brands—including those that don’t have a TV ad during the Big Game—are graduating from real-time conversations on X (formerly Twitter). Instead, they’re spending Super Bowl-level digital budgets as early as two weeks before the game to drive sales, indicating how strategies have shifted since Elon Musk took ownership.

Other platforms, including TikTok, YouTube Shorts and Instagram, are gaining a share of ad dollars previously reserved for X this year. Brands are also trying to drive people to their channels like mobile apps, websites or email marketing, according to execs.

“It’s

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