The DL: Despite Elon Musk’s claims that X (formerly Twitter) is experiencing record usage, recent data shows a decline in user interest, especially in key markets like the U.S. and U.K., recent data shows Musk's reports of X’s growth appear selective, relying on metrics like "user seconds," but third-party sources consistently show the platform losing ground. With revenues also declining and newer additions like the Grok AI chatbot failing to stem the tide, the future of X seems uncertain. Companies and brands should consider all available metrics when deciding whether to launch campaigns on a new platform. With the election and holiday season around the corner, placements of your advertisements are more important than ever. Due to the recent decline, X may be a platform to keep on the back burner until we see more sustained growth.  

Read More: Social Media Today

The DL: Amazon has introduced an AI-powered video ad generator to quickly transform product images into video ads, aiming to enhance accessibility to upper-funnel marketing channels. This new tool, which is part of Amazon's Sponsored Brands campaign suite, is currently in beta testing and available at no extra cost to ad partners. Additionally, Amazon has enhanced its existing image generator with a live image capability, allowing dynamic elements to be added to static images. The video generator simplifies the process for marketers, enabling them to select AI-generated video options from a drop-down menu on the Sponsored Brands platform. Amazon's move into generative AI for advertising aligns with industry trends, as major platforms like Meta and Google increasingly focus on similar technologies to attract more ad spending.

Read More: Marketing Dive

The DL: TikTok has announced the introduction of Search Ads Campaigns, allowing advertisers to utilize keyword targeting for placing video ads within TikTok's search results. With the launch of 'TikTok Search Campaigns', advertisers gain more control over the keywords they appear in and can tailor videos for specific search terms. TikTok reported a 20% average increase in conversions for advertisers using this feature, with a similar or improved cost per acquisition. As more users are utilizing social media as search engines, advertisers should consider the advantages of incorporating search terms when creating relevant ads on TikTok.  

Read More: The Keyword

The DL: Meta has introduced new holiday ad updates, including more visible discount code notifications and personalized offers to boost in-stream sales. Reminder ads now feature overlays and increased notifications to maximize engagement. Additionally, Meta added site links for multiple landing pages in a single ad and a new promotion type targeting in-store shoppers and tourists planning holiday trips.

Read More: Social Media Today