"For the most part, it's nearly impossible to find advertisers that are spending a substantial amount of their social budgets on X. But more niche industries, such as crypto, see X the same way traditional advertisers view Meta and Google - their audience is there, it delivers good results. It's a no brainer. Or at least should be."
"From September 2024 until end of March / early April 2025, we were in a business as usual phase. We were doing different ad creatives, but it was basically a case of copy previous campaign, change dates, copy and image, ship. And then one day X's ad platform started delivering zero impressions."
"What's actually gone wrong? X's system didn't generate an invoice. The ad platform said we've got no impressions, no spend, no invoice. Whatever we tried, it wouldn't generate. So the platform thought we had no budget. For some reason it hadn't logged some previous spend, so it didn't generate an invoice - and that's prevented anything else moving forward."
Crypto advertisers often allocate a large share of social ad budgets to X because audience and performance align well. Campaigns ran normally from September 2024 through March/early April 2025, then X's ad platform began reporting zero impressions. Internal troubleshooting and contact with X extended for months, with a brief restoration in late June followed by another stoppage. The primary failure was a billing-system error that did not log prior spend or generate invoices, causing the platform to treat accounts as having no budget. The unresolved issue prevented ad delivery and paused social budget deployment.
Read at Digiday
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