Since it burst onto the social networking scene in 2006, X (previously Twitter) has grown to become one of the most dynamic and diverse of all digital platforms. Inviting users to broadcast their thoughts via brief posts, or tweets, the site is built on the concept of discovery, delivering news, information, and user commentary in a micro-blogging format.
Its vast reach has made the platform appealing to marketers in both the B2C and B2B space. Focusing on hashtag and keyword targeting, X ads (Twitter ads) can help brands reach their desired audience segments by honing in on their interests. X’s advertising opportunities range from static images to videos, carousels, and more.
Twitter / X boasts a user base that spans age, gender, geographic location, and interests. This diverse audience offers ample opportunity for brands to identify and connect with their target customers, which means that X advertising can drive meaningful engagement online.
Another notable advantage of advertising with X is its integration with other platforms and digital channels. The platform allows advertisers to extend their reach and amplify their message across multiple touchpoints by combining X with other advertising efforts. In this way, marketers can create cohesive campaigns that resonate with their target audience to generate measurable results.
All of that said, although X has a colossal user base of over half a billion, its network reach is still significantly smaller than that of Facebook/Meta, leading some marketers to look for other options.
Is advertising on X worth it? We have your answer, along with a roundup of the most effective and worthwhile X ad alternatives.
Let’s dive in.
The 5 Best X Ads (Twitter Ads) Alternatives
When it comes to social media engagement, there’s no question that X can deliver. It offers access to an active, engaged audience with high potential to convert and boost e-commerce ROI. Even so, just as with any other social media platform, working with X on your campaign has its pros and cons.
One of the major advantages of X paid advertising compared with other social marketing platforms is that it attracts a highly educated and opinionated user base. X is particularly popular in the U.S., making it a good platform for reaching niche audiences like business decision makers and shoppers with larger incomes.
Since Elon Musk’s acquisition of Twitter in 2022, the average age of the X users has lowered to between 18 and 29 (Hootsuite), with the next largest age group in the U.S. between 25 and 39 years old. Close to 30% of Americans who have a college degree use X, and this is also the percentage of Americans who make $100,000 per year.
You may hear people say that X has its “finger on the pulse” of society, meaning that it’s a go-to platform for real-time updates on news, current events, and even word-of-mouth. More than 70% of Americans on X use it as a source of news, while 42% visit in order to discuss politics (Flexxable), and everyone from celebrities to politicians, journalists, comedians, and activists turn to X to engage with each other and the world at large. If your target audience falls into one of these categories, or your goal is to connect with educated and engaged consumers, it’s bound to be an attractive choice.
If you’re accustomed to using Facebook or Google Ads, though, you may be disappointed when you seek out an alternative social media platform. X isn’t known for its conversion tracking; marketers generate approximately one in ten leads on X (Flexxable), resulting in lower-than-expected ROIs. That means advertisers are often incited to use third-party tracking sites like Google Analytics.
Finally, while it always takes time to adjust to using different platforms, X’s user interface is notoriously hard to navigate. Setting up a new advertiser account can take up to two weeks, and you may not notice results right away.
So, what’s the best alternative to X? Take a look at the following options to learn how you can maximize your investment to reach the right customers and take your digital budget farther.
1. Google Ads Display
The first thing to know about Google Ads is that they can take on a variety of forms. This alternative to X Ads offers both search and display categories, with Search Network campaigns running on Google’s search engine while Google Display Ads appear across websites, apps, and other Google-owned properties like YouTube. Both can help you achieve your marketing objectives; it’s just a matter of knowing your goals and where your target customers spend their time.
Google Search and Display Ads are custom-built for your target audience based on keywords, similar to the hashtag principle used by X. They also appear on Google-affiliated websites and apps, frequently featuring visual content.
Google has a reputation for being tricky to master, so keep in mind that there’s a learning curve involved in advertising on this platform. You’ll likely need to invest some time and energy into familiarizing yourself with Google Ads Manager before you can produce an effective campaign.
Key Features
- Both Google’s Search and Display Networks have a massive reach within Google’s extensive ecosystem. There are a number of different campaign types and ad formats to choose from, including Text (aka Search), Image, Responsive, App Promotion Ads, Video, Shopping Ads, and Call-Only Ads.
Advantages
- Google can connect marketers with a high-intent audience of consumers that are actively searching for products or services—and thus are more likely to convert. With a large pool of data at your disposal, you can optimize your campaigns for maximum effectiveness.
Considerations
- Because of its popularity among both consumers and advertisers, Google Search Network may be competitive in certain industries. The Display Network is a valuable alternative, though. While the Cost per Click (CPC) rate on Google Search averages between $1 and $2 in the U.S., Display Network CPCs run even lower, averaging less than $1 (WordStream).
(Source: Google Ads Help)
2. Facebook Ads / Meta Ads
If you want a Google ads alternative, it’s smart to consider Facebook Ads. Part of the Meta network of products and services that includes Instagram, Threads, WhatsApp, and others, Facebook provides access to more than 3 billion monthly active users worldwide (Statista). Meta has become one of the most widely used ad networks in the world, second only to Google.
Like Google, it offers location-based targeting, demographic targeting, consumer behavior, and data on user interests to help marketers reach their coveted core audience. You can also add a Facebook pixel to your website to retarget customers who have recently demonstrated intent toward purchasing your product or a comparable one, thus reminding them of their initial interest to drive more conversions.
Key Features
- Facebook is the most widely-used social media platform today, followed by YouTube, providing access to countless potential customers.
Advantages
- Facebook’s targeting capabilities are typically more advanced than those of other social media platforms, making this X competitor a great choice for marketers eager to reach a niche audience and get granular with their campaigns.
Considerations
- As an alternative social media option, Google isn’t the easiest platform to navigate in terms of ad management. It isn’t as inexpensive as it used to be, largely because it attracts so many advertisers, thus creating a very competitive space.
3. Quora Ads
In recent years, user-generated question-and-answer site Quora has become an increasingly popular way to reach brand’s targeted audiences. Businesses can use Quora Ads to target based on keywords, location, interest, and more, making this X competitor a good alternative social media option.
While Quora may require some trial and error to find out what works best for your business and brand, it can connect you with 400 million monthly unique visitors who are actively searching for information about more than 300,000 topics on the site, and thus very alert and engaged.
Key Features
- With Quora, you can reach users who are asking questions about topics directly related to your business. Targeting by interest in this way can take you straight to the most qualified potential customers.
Advantages
- Connecting with users who are actively seeking information is also a great way to promote thought-leadership for your brand. It provides an opportunity to demonstrate your expertise, which can build credibility and trust in your services and products.
Considerations
- Keep in mind that Quora has a more niche user base compared to other platforms, which tend to reach a broader audience. Still, half of them have a college degree and more than 40% have a household income that tops $85,000 per year, so overall this high-quality audience could be appealing.
(Source: Quora for Business)
4. Reddit Ads
Much like X, Reddit has grown to become an important part of popular culture, attracting a loyal audience of users who make it a part of their daily lives. Founded in 2005, this online social media forum is a place where people can go for news and socially-curated content, which site members can help amplify through voting.
As of 2023, Reddit has 850 million monthly active users—more than Snapchat, Pinterest, and LinkedIn (Business of Apps). In 2023 alone, its daily active users grew from 60.3 million to 73.1 million (Backlinko), and it offers plenty of advertising opportunities for marketers to take advantage of its impressive reach.
Like many digital advertising platforms, Reddit offers an auction-based system for ad placements that puts brands in competition with each other for ad space. The advertisers with the highest bids get more prominent and relevant positions, which means that advertisers compete against each other for ad space.
Reddit’s targeting options include subreddit targeting (which allows you to target users who are interested in specific subreddits, or specific topics of conversation) and demographic targeting (which allows you to target users based on factors like age, gender, and location). Ad types are varied and include Promoted Posts, Free-form Ads, Image Ads, Video Ads, Carousel Ads, Conversation Placements, Product Ads, Ask Me Anything events, Takeovers, and more. This diversity of choice gives businesses more flexibility when it comes to how they present their content.
Key Features
- Among X alternatives, Reddit offers unique opportunities for businesses looking to connect with engaged audiences. The platform is fueled by authenticity, niche targeting, and community interaction.
Advantages
- Users on Reddit value authentic interactions, making it an ideal platform for genuine engagement. Due to the fact that it’s a less crowded space for advertisers, ad rates are lower than other platforms, which is a perk for brands on a budget. If the cost of advertising on X is an issue for your business, note that Reddit boasts an average CPM of just $0.20 (Forecom), while X CPMs sit at $1.73 (Gupta Media).
Considerations
- With Reddit Ads, you can align your advertising efforts with ongoing discussions among your target customers for a more organic reach.
(Source: Reddit for Business)
5. Taboola Ads
A list of best alternatives to X wouldn’t be complete without Taboola. Native advertising has exploded in popularity as brands flock to this marketing must-have, knowing that native ads—and their seamless integration into search engines and premium publisher sites—appeal to consumers and garner attention, particularly in the face of banner blindness.
With native advertising platforms, brands can access a greater share of potential customers by getting in front of new audiences on sites across the web. Programmatic advertising is known for driving revenue and scale, and enabling businesses to stand out from the competition and ensure that their budget is spent widely. All of this makes Taboola a prized alternative to X Ads.
Here are a few more benefits to keep in mind:
Embedded Ads. In general, consumers now avoid traditional banners, even if they hold a prominent placement on a site. Native Ads receive twice as many views as standard banner ads (RichAds Blog), and their organic look supports a user-friendly environment and encourages website visitors to take action more frequently.
Relevant Audience. Having the option of optimizing native advertising campaigns to be as profitable and performance-driven as possible is another reason why marketers are so enamored with this approach. Optimization allows brands to upgrade their native campaigns to generate revenue by reaching the right audience at the right time. Blending your ad message with the site environment also improves the user experience. Instead of feeling obtrusive, ads appear seamlessly integrated with the site for a more satisfying web visit.
Scalability. Native Ads are a universal traffic type used both for Acquisition and Remarketing. That means this X competitor can deliver profits in all niches and markets regardless of the nature of your campaign.
Key Features
- Unlike other advertising platforms, native ads mimic the look of site content and the hosting platform. That’s a big perk when you’re dealing with web users who are tired of seeing banner ads.
Advantages
- Native ads often receive higher engagement rates due to their non-disruptive nature and friction-free user experience. Because this Meta X alternative allows brands to affiliate themselves with trusted sites, native advertising can also result in more brand affinity and loyalty.
Considerations
- As you launch your native ad campaign, be patient and let the formats do their work. Over time, your ads can build brand awareness while also generating sales.
(Source: Taboola Native Advertising)
X Ads Alternatives: Conclusion
While comparable in many ways to other social media channels and advertising platforms like Facebook, X leans heavily into hashtag and keyword-based audience targeting solutions. You might find this leaves some gaps in your marketing strategy. But that’s where X alternatives come into play.
Any of the aforementioned advertising solutions can be combined to create a cohesive and effective marketing strategy. Finding the right mix for your brand to develop successful ad campaigns is a simple matter of experimentation, testing, and optimization. Native advertising should be a part of your marketing plan, particularly as consumers continue to grow disenchanted with banner ads and disruptive online ad experiences. In many ways Taboola is the best alternative to X, bringing a fresh, effective advertising solution because:
- Native ads appear on trusted websites rather than interrupting the user experience
- Taboola ads engage more than 600 million daily active users worldwide on premium websites around topics like news and entertainment
In summary, Taboola’s precise audience targeting and cross-channel integration makes it an excellent X alternative, and a must-have addition to any marketing plan.