Twitter/X hasn't traditionally been cheaper than other brand-awareness ad spends, and has performed worse. The best argument for Twitter/X was always that the audience size mattered less than the audience influence.
This is why the abandonment of Twitter/X by large audience segments has been such a compounding effect. Even if they can replace 1:1 people they're losing with new users, if the users aren't the right type of demographic, ad spend is going to collapse.
This is why the abandonment of Twitter/X by large audience segments has been such a compounding effect. Even if they can replace 1:1 people they're losing with new users, if the users aren't the right type of demographic, ad spend is going to collapse.