X Unveils “Creator Targeting”: New Way for Advertisers to Connect with Creators

Elon Musk’s social media platform, X, is making a move to boost its video presence and attract both advertisers and creators with a new feature called “Creator Targeting.” This targeting tool, launching later this month at an undisclosed date, promises a win-win for both parties.

For Advertisers:

• Reach relevant audiences: Instead of scattershot advertising, brands can now choose specific creators whose content aligns with their target audience. This ensures their ads reach viewers who are genuinely interested in their products or services.
• Brand safety: X emphasizes its commitment to brand safety with features like Adjacency Controls and Sensitivity Settings. Additionally, ads can be placed directly on a creator’s profile, eliminating the risk of unwanted adjacency.
• Drive results: X boasts a powerful video offering, partnering with major publishers and offering formats like Vertical Video Ads and Promoted Video. Creator Targeting leverages this platform to help brands capitalize on cultural moments and achieve their marketing goals.

For Creators:

• Monetize content: The program expands opportunities for creators to earn revenue from their work through ad partnerships.
• Grow audience: Partnering with relevant brands can expose creators to new audiences, potentially leading to follower growth and engagement.
• Creative freedom: X claims creators retain creative control over their content, ensuring authenticity and alignment with their vision.

The Bigger Picture of Creator Targeting:

• Competing with YouTube: This move clearly positions X as a competitor to YouTube in the creator monetization space. While YouTube offers creators up to 55% of ad revenue, X’s initial split remains undisclosed.
• Content moderation concerns: X’s commitment to brand safety may be crucial in attracting advertisers, especially considering past controversies regarding content moderation.
• Building a video-first ecosystem: Creator Targeting is a key step in X’s strategy to become a major video destination. Attracting high-quality creators and brands is crucial for this ambition.

Overall, Creator Targeting offers a potentially mutually beneficial solution for advertisers and creators. However, X will need to navigate brand safety concerns and offer competitive monetization terms to truly establish itself as a major player in the creator economy.