X Moves to Attract “Q5” Advertisers Before 2025

X is ramping up efforts to attract advertisers during the “Q5” period – a stretch from mid-December to mid-January often characterized by increased user engagement and reduced advertising competition. The push comes as after many changes to X’s operations throughout the year, from the cutting of staff jobs to its headquarters being moved, and many revamps to features like blocking and advertising.

To encourage brands to invest during this critical window, X has released data highlighting engagement trends and cost advantages. According to the platform, user activity typically rises during the holiday season as people spend more time on social apps. X’s data shows a -34% reduction in average CPM (cost per mille) and a -19% drop in cost-per-engagement during last year’s Q5 period, making it a cost-effective time for advertisers to maximize their budgets.

X has also emphasized the potential for brands to align their campaigns with trending topics during Q5, including post-holiday sales and New Year’s resolutions, to engage a receptive audience. Additionally, the platform is promoting its AI-powered ad targeting system, which leverages insights from its xAI projects. This system is designed to help advertisers efficiently reach high-intent users, optimizing conversions with minimal effort.

With users becoming increasingly more aware of flaws and shortfalls in the social media platforms that they use, X’s push for more advertisers might come at an appropriate time. Working with advertisers is a major revenue stream for most social platforms, and with Tiktok and other apps ramping up their own advertising and shopping options, X needs to take advantage of its audience to stay ahead.