X has released new recommendations for businesses preparing holiday advertising campaigns, advising marketers to use concise messages, natural language and clear calls to action to attract shoppers.
The guidance was shared during a webinar held last week, where the platform discussed seasonal shopping behaviour, audience demographics and the growing role of artificial intelligence in product discovery.
According to X, the holiday season brings together increased shopping interest and real-time conversations, creating opportunities for brands to connect with consumers through targeted advertising.
AI Search Makes Clear Product Descriptions Important
X also highlighted the growing influence of AI-powered tools on shopping decisions, encouraging businesses to explain their products in straightforward language.
The platform advised advertisers to clearly state what a product does, who it is intended for, and what distinguishes it from competing options. This can make product information easier for AI systems and consumers to interpret when comparing recommendations.
X Recommends Short, Direct Ad Messages
The platform outlined several practices it says can help businesses improve their advertising creative during the holiday period:
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Keep copy concise: X recommends ad messages of around 50 to 100 characters, roughly the length of a short sentence.
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Use conversational language: Brands should communicate naturally and avoid exaggerated sales pitches.
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Create urgency: Limited-time promotions and exclusive offers can give consumers a reason to act promptly.
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Include a clear call to action: Each advertisement should direct users towards one main objective.
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Remove distractions: X advises advertisers to focus on a single destination, such as a website or app, rather than including multiple competing links or prompts.
The platform also recommends avoiding account tags, hashtags and excessive emojis in advertisements, arguing that these elements can draw attention away from the main message.
Guidance Targets Holiday Shoppers
X said its recommendations are intended to help advertisers align their campaigns with shopping activity and consumer interests during the holiday season.
For businesses planning seasonal promotions, the advice places emphasis on clear product information, focused messaging and straightforward routes from an advertisement to a purchase.
The platform did not provide specific performance guarantees for following the recommendations, but presented them as practical guidance for advertisers seeking to improve their holiday campaigns.
Source: X Business