Buckle up, advertisers, because 2024 on X was GOOD for business!

Buckle up, advertisers, because 2024 on X was GOOD for business!

Picture this: a year where every scroll, like, and share felt like part of a larger narrative—a story of innovation, connection, and unmissable moments. X has not just evolved: it has transformed into a powerhouse of engagement and meaningful conversations. As a result, the advertisers that returned in 2024 are showing signs that they are here for the long haul! 

Let's dive into the whirlwind of factors that made X the epicenter of digital interaction and a place for brands and businesses not to miss out on. 

High-Quality Audiences Spent More Time to Stay Informed in 2024

X is where the world's most influential people come together daily, engaging more deeply than ever and therefore spending more time on the platform. In 2024, we hit a major milestone as a video-centric platform, with users watching 40% more video content year-over-year.

This year, we made major strides with a critical demographic: Gen Z, who loves X for its cultural relevance, authenticity, diverse content, and its role in promoting freedom of speech.

This surge in engagement reflects the progress we’ve made in building long-term success for X, delivering content, community and innovations that cater to this new wave of consumers -- and giving brands unique reach to this audience, when they're most leaned-in.

In 2024, X Unleashed Over 100 Game-Changing Innovations!

X has unleashed cutting-edge products and features this year, transforming the landscape for consumers and businesses. Our mission to foster genuine connections and spur growth has never been clearer. Here's a peek at the key innovations that have significantly enhanced our platform in 2024:

Following a Record-Breaking Year, Original Content is Here to Stay

With exclusive content as one of our key drivers, we raised the bar this year through our Originals on X series. The mission is clear: we’re creating long-term value attracting new users to experience exclusive content only here. Projects like The Offseason, the All In Boston Celtics docuseries and collaborations with cultural icons like Jim Rome captured audiences and drove deeper engagement across the platform, proving that storytelling on X was a big hit in 2024.

X Originals have become a cornerstone of the platform’s appeal, creating new opportunities for users to engage and brands to sponsor premium content.

Brands Turn to X Over a Million Times to Connect with Audiences

2024 wasn’t just about innovation—it was about delivering measurable value. Advertisers recognized the unique opportunities X offers, over a quarter of a million advertisers launched 1.7M campaigns globally.

Among the standout performers were the Most Engaged Gold Verified Brands By Engagements (Video Views) of 2024:

The equation is clear: unrivaled real-time relevance combined with a high-quality, engaged audience equals deeper brand engagement. That's why more advertisers came to X this year, not just joining the conversation but steering it, driving growth and making a tangible impact on their businesses.

Conversations That Dominated 2024 — on X and Beyond

X has been at the heart of the world's most engaging dialogues, capturing everything from major cultural moments to everyday passions. In 2024, the platform was central to some of the most discussed topics, with these categories leading the charge: