With the 2024 Paris Olympics just 29 days away, X is seizing the moment to spotlight its potential for brand tie-ins during the event. Based on historical data and the rising trend of sports discussions within the app, X anticipates hosting more Olympics-related conversations than ever. This presents a golden opportunity for marketers to connect with an engaged audience.
Increased engagement is expected
According to X, “The most iconic sporting event in the world is set to begin on July 26: the 2024 Paris Olympics. And if recent sports event conversations are any indicator, there's no substitute for X in real-time moments that matter. All signs point to the most monumental yet on X.”
X states that 6 in 10 sports fans use its platform, “20% more sports fans than other platforms.” While this claim might seem fuzzy considering that Facebook, for example, has around six times as many users, X emphasises that it has a higher percentage of sports fans among its user base. This translates to a vibrant community of sports enthusiasts who use the app for live, in-the-moment discussions about sports events.
This is where X shines. While the app hasn't seen significant user growth recently, it remains a crucial connector for live events. Sports, in particular, are a popular topic of discussion, positioning X firmly for the Olympics as it helps users keep up with daily happenings at the Games.
Evolution of video ads
X is keen to highlight its evolving video ad offerings. Currently, 4 out of 5 user sessions in the app involve video consumption. X's premium video offering, Amplify, allows brands to run pre-roll video ads against official, brand-safe content from broadcasters worldwide, including NBCU and CBS Sports (US), GOAL and Hearst (UK/EMEA), RMC Sport, French Television (FR), BeinSport (MENA), Globo (BR), Televisa (MX), Dentsu (JP), and Nine Network (AU).
“One of the most powerful ways for brands to create a more interactive and memorable video viewing experience for fans is through X's premium video offering, Amplify,” X notes. This offering enables brands to reach a global audience with high-quality, engaging video content, making it a valuable consideration for those targeting sports fans.
Should you use X ads?
Deciding whether to use X ads depends on various factors. Many brands still need to be more hesitant to invest in promotions on the app due to its evolving moderation policies and the controversial stances of its high-profile owner. Ultimately, it comes down to your brand strategy and what you believe is best for your business.
If your audience is active on X, it's worth considering. As X continues to refine its ad delivery systems, new opportunities may arise within its offerings. With the Olympics approaching, now could be an ideal time to explore these advertising options and connect with a highly engaged audience.
