X is actively encouraging advertisers who have previously abandoned its platform to return, offering some a promotional deal that could yield up to $200,000 in additional value, according to a leaked pitch deck reviewed by ADWEEK. The document indicates that X plans to provide 50% of added value for every dollar spent, capped at $200,000 for each advertiser.
One slide from the presentation, directed to an advertising agency representing multiple clients who have not invested in the platform for several months, described this initiative as a “return-to-platform incentive.” Details on the nature of the “added value”—whether in the form of discounts, free ad credits, or rebates—remained unspecified.
This incentive structure mirrors a similar promotion X conducted last year specifically for Omnicom, which included additional financial incentives such as 15% media credits for spending on X’s ad inventory through auction formats, excluding revenue-sharing products. Following Elon Musk’s $44 billion acquisition of the platform in 2022, advertising revenues have reportedly declined by approximately 50%. For 2022, the platform generated around $1.25 billion from ads, a significant drop from the $2.43 billion recorded in 2021, as estimated by Emarketer.
The decline in ad spending has widely been attributed to brand safety concerns linked to X’s relaxed content moderation policies and the prevalence of misinformation under Musk’s leadership. In response, more than 20 slides in the leaked presentation were dedicated to promoting X’s brand safety credentials, transparency practices, and controls that allow advertisers to avoid “sensitive content.”
One notable slide elaborated on the role of Grok, an AI chatbot developed by X’s parent company, xAI. Grok is integrated into the platform and is utilized to enhance brand safety measures. The slide stated, “ALL posts on X are reviewed by xAI’s Frontier model Grok for Brand Suitability.” It further claimed that profile ads would only appear on accounts that have undergone full vetting by Grok, ensuring compliance with X’s rules and brand suitability criteria.
This strategic emphasis on Grok aligns with X’s broader initiative to bolster brand safety practices, particularly in light of recent controversies, including the emergence of nonconsensual deepfakes of users, which have triggered regulatory scrutiny and lawsuits. X’s pitch to advertisers also highlighted the platform’s ability to deliver high engagement and performance metrics, claiming it is the “#1 for ad attentiveness.” According to figures from GWI covering Q2 2024 through Q1 2025, X users are purportedly 45% more likely to purchase products they have seen advertised on the platform compared to non-users.
Additionally, internal data from X indicated a 140% increase in click-through rates, a 43% boost in conversion rates, and a 37% rise in sales from August 2 to December 7, 2025. This focus on ad performance reflects Musk’s ongoing concerns regarding the platform’s profitability. In February 2023, he remarked, “Almost nobody buys anything on Twitter, but almost everyone on Instagram does.”
Just this month, Musk conducted a survey on the platform to gauge purchasing behavior linked to ads. Out of approximately 1.6 million respondents, 88% indicated they had not made any purchases based on ads viewed on X. Despite these challenges, X is pushing to reshape its advertising model and restore confidence among marketers.
As of press time, X had not provided any official comment regarding the leaked pitch deck or its advertising strategies. With these new incentives and an emphasis on AI-driven safety measures, the company aims to revitalize its ad revenue stream while addressing the ongoing concerns that have led to advertiser withdrawals.
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