X Unleashes the Power of Vertical: Video Feed Ads Now for Everyone!
X Makes a Bold Move: Vertical Video Ads for All
X, the popular social media platform, is shaking up its advertising offerings with the expansion of its vertical video ads. These ads, displayed within a dedicated video feed accessible by tapping on in-stream video clips, offer a unique opportunity for brands to reach a highly engaged audience. While the dedicated video feed might seem like an unconventional choice compared to the main feed experience, X claims that 100 million users actively engage with vertical video daily, making it a significant platform in its own right.
Is X Truly "Video-First"?
X's claim of being a "video-first" platform raises eyebrows, considering the absence of a dedicated video feed on the main app interface. However, the impressive statistics presented by X suggest a growing video consumption trend within the platform. With video now present in over 80% of user sessions and viewership increasing by 35% year-over-year, X is clearly prioritising video content. Whether this translates to a full-fledged video feed in the future remains to be seen, but the current dedicated video feed offers a promising avenue for advertisers.
Engaging Audiences with Vertical Video Ads
X boasts that vertical video ads are its most engaging ad format ever, with users 7 times more likely to interact with them compared to traditional home timeline ads. This increased engagement is coupled with lower CPMs (cost per thousand impressions) for early adopters, suggesting a potentially cost-effective way to reach a receptive audience. This aligns with broader trends in social media, where video content consistently outperforms static formats. X further highlights that vertical video now accounts for 20% of total platform usage, emphasising the significant reach this format offers.
The Future of Video on X
While the dedicated video feed might not be the primary user experience yet, X's commitment to vertical video advertising hints at a potential shift towards a more video-centric future. Whether this translates into a full-fledged video feed upon opening the app or remains an optional UI element is uncertain. However, the undeniable success of vertical video ads presents a compelling argument for X to lean further into this engaging format.
Testing the Waters: Should You Consider Vertical Video Ads?
Given the promising statistics and potential for high engagement, vertical video ads on X are certainly worth testing for brands looking to reach a mobile audience. With the option now available to all U.S.-based advertisers, exploring this format could provide valuable insights and potentially unlock new avenues for brand engagement. Whether X fully embraces a video-first approach or not, vertical video ads offer an exciting opportunity to connect with a captive audience on this rapidly evolving platform.
