X Says It's Now Reaching 570 Million Monthly Users – and Advertisers Should Pay Attention

X (formerly known as Twitter) claims it's now surpassing Pinterest and Reddit in monthly active users—but, naturally, this data comes straight from X itself.

X User growth

In a recent newsletter to advertisers, X reported that it reached over 570 million monetizable monthly active users (MAUs) in Q2 of 2024, up from 550 million in May. They also highlighted over 251 million monetizable daily active users (DAUs). The source of this growth remains a bit of a mystery, but one thing is clear: Brazil won’t be contributing to these numbers anytime soon. The country recently blocked access to X over concerns about disinformation, national security, and cultural values.

“The focus on daily active users is key—251 million shows strong engagement. There’s still potential for advertisers, even if the growth isn’t massive,” said Sam Budd, founder and CEO of Buddy Media.

For comparison, during Q2 2024, Snapchat reported 850 million MAUs and 432 million DAUs, Pinterest had 522 million MAUs, and Reddit shared it had 91.2 million daily active uniques.

Josh Rosen, president of Hotspex Media, praised X’s user growth but had some doubts about its effectiveness. “Growth is good, but the ad experience on X? Historically, it hasn’t been great for brands or users,” Rosen said. “There’s no solid data to suggest X users engage with ads more effectively than they do on platforms like Meta or TikTok, where ad performance has been proven repeatedly.”

That could change, though, with the help of a new marketing leader. Last Monday, X CEO Linda Yaccarino announced the platform’s hiring of former Hyundai CMO and chief creative officer Angela Zepeda as global head of marketing.

“It was essential to bring on someone like Angela to help shape our transformation,” Yaccarino said in a statement. “She has incredible global brand-building experience and is exactly the right person to lead X’s marketing as we accelerate our innovation.”

As X’s user numbers continue to rise, it’ll be interesting to see if Zepeda’s leadership can boost the platform’s ad game. Keep an eye on this space!