X Releases “Back To School” Marketing Guide

X has released a marketing guide focused on “Back to School” engagement, spotlighting how the platform can serve as a tool for brands targeting students and recent graduates. According to the guide, posting activity around school-related topics increased in the lead-up to the academic year, indicating a timely opportunity for marketers to engage with audiences on topics like supplies, tech, and student life.

Key highlights reveal that younger users – primarily Gen Z and millennials – drive much of the discussion. X reports that approximately 60 percent of #BackToSchool content comes from users aged 24 to 34. This demographic exhibits robust engagement, making X a relevant channel for brands aiming to connect ahead of term time.

The guide outlines peak engagement windows and recommends optimizing content formats accordingly. It also advises aligning messaging with educational themes and using ad strategies tuned to student spending patterns. Brands are encouraged to tap into X’s Amplify program, which offers sponsored content formats that help boost visibility among target cohorts .

While X’s Back-to-School conversation volume – roughly 1.9 million posts over the past year – represents a modest fraction of total user activity, it signals a niche yet significant opportunity for advertisers who might be able to target that very specific time-sensitive audience.