X brand council revived after Musk axed it
The digital landscape is constantly evolving, and brands are seeking innovative ways to stay ahead of the curve. One platform that has played a significant role in shaping online conversations is X, formerly known as Twitter. With its massive user base and real-time engagement, X has become a powerful tool for brands to connect with their audience. However, concerns about brand safety and the need for more robust controls have led to the revival of the X Brand Council, an initiative that aims to foster collaboration and address the challenges faced by advertisers in the ever-changing digital advertising space.
In recent months, X has been in conversations with CMOs and CEOs, emphasizing the potential of partnering with the platform. While some brands have paused or reduced spending, X reminds them of the power of its user base and the economic opportunities it presents. With 99.9% of impressions on the site falling within X’s guidelines, the platform has made significant strides in ensuring brand safety. Marketers have expressed concerns about appearing alongside offensive content, but X has developed new “adjacency” controls to provide advertisers with more control over the accounts and keywords they support.
However, some marketers have found these controls to be less robust than expected. To address this, X has expanded its partnership with Integral Ad Science, a third-party verification firm. Before campaigns run, Integral Ad Science will vet ad inventory to ensure brand safety, providing advertisers with peace of mind. This collaboration complements X’s existing partnership with DoubleVerify, another third-party measurement service, further reinforcing the platform’s commitment to transparency and accountability.
During an interview, a representative from X highlighted the platform’s ability to shape the online conversation. One example of this is the viral success of the “Barbenheimer” meme, which gained traction on Twitter surrounding the same-day releases of “Barbie” and “Oppenheimer.” While X doesn’t take credit for the meme’s success, it acknowledges that the conversation originated on the platform. This demonstrates the platform’s influence and the opportunities it presents for brands to engage with their audience in unique and creative ways.
X has undergone a significant transformation, including a change in name and a new vision for the platform. This rebranding was spearheaded by Elon Musk, who injected a bit of chaos into the platform. The representative from X expressed support for the rebrand, highlighting the need for change and innovation. By shedding its previous brand identity, X aims to break free from incremental changes and embrace a future-focused approach. This rebranding aligns with X’s commitment to continuous improvement and its desire to be at the forefront of the ever-evolving digital landscape.
With the revival of the X Brand Council, brands can look forward to a future of innovation and collaboration on the platform. By providing a forum for industry leaders to come together, X aims to address the challenges faced by advertisers and ensure a safer, more transparent advertising experience. The council will play a crucial role in shaping the future of advertising on X, driving industry-wide best practices and fostering a community of shared knowledge.
As X continues to evolve and adapt to the changing digital landscape, brands can leverage its vast user base and real-time engagement to connect with their audience in meaningful ways. The X Brand Council serves as a testament to X’s commitment to its partners and its dedication to providing a platform that empowers advertisers and fosters innovation.
In conclusion, the revival of the X Brand Council is a significant step forward in addressing the challenges faced by brands in the digital advertising space. By prioritizing brand safety, transparency, and collaboration, X aims to provide advertisers with the tools and support they need to navigate the ever-changing digital landscape successfully. As the platform continues to evolve, the X Brand Council will play a vital role in shaping the future of advertising on X, driving innovation, and fostering a community of shared knowledge.
With its commitment to continuous improvement and its ability to shape the online conversation, X remains a powerful platform for brands to connect with their audience. By embracing change and reviving the X Brand Council, X is poised to lead the way in driving industry-wide best practices and providing a safer, more transparent advertising ecosystem. Brands can look forward to a future of innovation and collaboration on X, ensuring their messages reach the right audience at the right time.
See first source: AdAge
Frequently Asked Questions
1. What is the X Brand Council?
The X Brand Council is an initiative by X (formerly known as Twitter) that aims to bring together industry experts, marketing leaders, and representatives from partner brands to collaborate on addressing challenges and shaping the future of advertising on the platform.
2. What is the purpose of the X Brand Council?
The X Brand Council serves as a platform for brands to share insights, address concerns related to brand safety and ad placements, and drive innovation and collaboration in the digital advertising space on X.
3. How has X (formerly Twitter) transformed its platform?
X has undergone a significant transformation, including a change in name and a new vision for the platform. This rebranding aims to break free from incremental changes and embrace a future-focused approach to stay at the forefront of the evolving digital landscape.
4. How is X addressing concerns about brand safety and control over ad placements?
X has developed “adjacency” controls to provide advertisers with more control over the accounts and keywords they support. It has also expanded its partnership with third-party verification firms like Integral Ad Science to ensure brand safety and transparency.
5. What is the significance of the X Brand Council for brands?
The X Brand Council provides brands with a forum to collaborate, share knowledge, and collectively address challenges in digital advertising. It ensures a safer and more transparent advertising experience on the platform and drives industry-wide best practices.
6. How does X (formerly Twitter) shape online conversations?
X has a massive user base and real-time engagement, making it a powerful platform for brands to connect with their audience. Viral trends and conversations often originate on X, creating opportunities for unique and creative brand engagement.
7. Who initiated the rebranding of X and why?
The rebranding of X was spearheaded by Elon Musk, who injected a sense of chaos into the platform. The representative from X expressed support for the rebrand, highlighting the need for change and innovation.
8. How does X support its partners and advertisers?
X is committed to providing a platform that empowers advertisers and fosters innovation. It emphasizes the potential of partnering with the platform to drive economic opportunities and engage with its vast user base.
9. How does the X Brand Council contribute to innovation?
The X Brand Council fosters collaboration among industry leaders, driving innovation and shaping the future of advertising on the platform. It enables brands to collectively address challenges and share insights.
10. What can brands expect from engagement on X in the future?
Brands can expect a future of innovation and collaboration on X, with a focus on brand safety, transparency, and effective advertising practices. The X Brand Council will play a crucial role in shaping this future.
Featured Image Credit: Julian Christ; Unsplash; Thank you!
