Advertising on X for NEO Targeting with Realistic Budgeting

1. Choose the Right Ad Formats for NEO Engagement

X offers several ad formats suitable for SMEs aiming to reach NEOs:

Promoted Tweets: These ads appear organically in users’ timelines and are effective for sharing impactful messages or linking to relevant content. Costs operate on a Cost Per Engagement (CPE) basis, typically ranging from $0.50 to $2.00 per engagement. This makes it an affordable option for driving interaction and visibility.
Promoted Accounts: If your goal is to grow your follower base among NEOs, Promoted Accounts ads can help. These ads recommend your account to users in your target audience, and you pay when users choose to follow. Costs for Promoted Accounts are usually around $2 to $4 per follower, depending on the audience.
Promoted Trends Lite: For a more budget-friendly alternative to full Promoted Trends, this option offers increased visibility at a lower cost. Pricing varies but generally starts at around $50,000 per day. However, this option is better suited for larger campaign pushes by larger SMEs rather than ongoing, smaller SME efforts.

2. Define and Target the NEO Audience

Use X’s robust targeting options to reach NEOs efficiently:

Interest-Based Targeting: Focus on NEO-aligned interests like innovation, technology, creativity, and sustainability.
Keyword Targeting: Reach users engaging with specific keywords and hashtags relevant to NEOs, such as #Innovation, #FutureOfWork, or #DigitalTransformation. This helps align your messaging with current conversations.

3. Craft Ad Messaging That Resonates with NEOs

Keep your messaging concise, authentic, and insight-driven:

Lead with a Strong Insight: Start with an impactful statement or a question that challenges conventional thinking. NEOs are drawn to bold ideas and new perspectives.
Clear and Authentic Call to Action (CTA): Encourage further exploration, whether that’s visiting a landing page, accessing exclusive content, or participating in discussions.

4. Set a Budget and Optimise Campaigns for NEO Engagement

For SMEs, starting with a manageable daily budget of $10 to $50 for Promoted Tweets allows for testing and refining your approach. Monitor key performance indicators like engagement rates, click-through rates (CTR), and conversions to optimise ad spend. Adjust your budget allocation based on what resonates most with your NEO audience.

5. Amplify Through Influencer Collaborations

Collaborating with influencers on X can amplify your message among NEOs. Look for influencers aligned with your brand values and audience interests. Sponsored tweets by influencers can range from $100 to a few thousand dollars per tweet, depending on their reach and engagement levels. Co-hosting discussions or Twitter Spaces with influencers is another effective way to build engagement with a forward-thinking audience.