Internal briefing · Fall 2026

X: The Global
Town Square

A look at what's live, what's new, and where campaigns can own the conversation this cycle.

01 — Why X

Today’s timeline is tomorrow’s headline

X is still the place politicians, journalists, and voters meet in public. People come here to discuss, not to tune out. That's the buy. Real attention.

#1News app in America

34%Ad attention. Highest among social.

+55%Time spent by new users vs. Q3 2025

+50%Increase in first-time downloads

X is the #1 news app in America — Slide 3 — The timeline writes the next cycle’s headlines.

X users are more tuned in to ads — Slide 5 — Other apps are escape hatches. X is where people stay awake.

The audience you cannot rent elsewhere

35% of X users are not on YouTube. 31% are not on Facebook. 23% are not on TikTok. Incremental reach is the product, not a footnote.

Incremental reach vs other platforms — Slide 12 — Unique reach, not recycled inventory.

X is not an echo chamber — Slide 14 — Independents at 17%. Strong D and strong R both show up. Friction is the point.

Platform surfaces across the funnel — Slide 19 — One stack from takeover to re-engagement.

X plus TV incremental reach — Slide 21 — Second-screen and mobile-first voters live here.

Amplify sponsorships — Slide 22 — Brands at $100k+ see +34% higher Amplify completion rates.

State-targeted takeovers — Slide 23 — Spotlight for trending. Timeline for first-ad-of-the-day.

02 — What’s new

Lead gen. Tap. Lead. Done.

US beta launched mid-August. Advertisers collect name, email, phone — and more — without sending anyone off X. That is the whole product.

Native forms beat landing pages. Pre-filled fields after the first submit. Qualified people, already in the conversation. Export, CRM, or API.

Speed

One tap vs. a multi-step site. Contest entries, demos, webinar seats — same motion.

Completion

Profile data pre-populates. Drop-off is the enemy. This kills most of it.

Fit

Works on image, video, carousel. Auction.

Business · @XBusiness

Jul 21, 2026

Tap. Lead. Done.
Coming soon to X Ads.

Quoted by Monique Pintarelli: “The most requested ad product is dropping.” High-intent audience, high-quality leads. CRM hooks: Zapier, HubSpot, Salesforce.

View the announcement post

03 — Programmatic

Launching Programmatic Ads

All programmatic placements run in For You, Following, and vertical video. No special crop ritual. Bring the 9:16, 1:1, 16:9 you already made.

Programmatic native placements — Native content, native video, app install — in the feeds people already scroll.

Immersive vertical video — Immersive video: full-screen, mobile-first. Stops the thumb. Then the display unit rides along.

Expanded aspect ratios — 2:3, 4:5, 9:16, 1.91:1, 16:9, 1:1. Reuse the Meta/TikTok kit. Do not rebuild it.

04 — NFL

Win the 2026 season

The NFL is the loudest sport on X. 36% of the 2025 U.S. sports conversation. 18.7M average viewers last regular season. 83 of the top 100 U.S. telecasts were NFL games.