Recently, social media platforms have been undergoing a major transformation due to changes in users’ interaction habits. One of the most obvious effects of this transformation is the decrease in advertising interactions. This decline, especially observed on the X platform, forces advertisers and content producers to develop new strategies. Algorithm changes, users’ content saturation and increasing competition are among the main reasons for the decrease in interaction rates.
This decline in advertising interactions, as well as changes in the user behavior of the platform, also reshapes the dynamics of digital marketing. While advertisers feel the need to produce more personalized and original content, users are more selective and skip the ads that interest them without interacting. This situation causes a significant decrease in the advertising revenues of the X platform and pushes all stakeholders in the industry to look for new solutions.
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