X Releases 2024 Holiday Playbook and Engagement Statistics

X, has released new data on holiday shopping engagement as it continues to court advertisers during the peak season, coming in the form of a full Holiday Playbook designed to help advertisers adapt to how the festive season changes user behaviour. Following a dip in ad revenue after Elon Musk’s takeover, X is emphasizing its audience’s shopping habits to attract brands back to the platform.

The playbook includes both a sales campaign guide and app campaigns guide, along with a number of “starter kits” meant for first-time or smaller-scope advertisers. Alongside this are a number of important statistics about how users are behaving during this winter season, and more information about the audience as a whole – for example, platform’s demographic breakdown shows a user base leaning toward males aged 25-34, and insights from the playbook reveal that holiday shopping discussions are going to continue peaking until the end of the year.

With recent political shifts in the U.S. and Musk’s influence on the rise, some major brands are reportedly reevaluating their advertising strategies on X. While Musk’s takeover involved a lot of changes and uncertanty about the future of the platform, the holiday season represents a critical opportunity for X to regain footing in the advertising space. Given that X still has a huge user base and a wide reach, these insights and starter kits could serve as valuable tools for planning campaigns.