# Creative best practices

**Updated:** 10/2/2026

Canonical URL: https://business.x.com/en/advertising/creative-best-practices

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## Creative best practices

**Write >x< ad copy that captivates and inspires action. **Keep it short, stay authentic, minimize distractions, create urgency, and use a clear call-to-action.

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## Copy that captivates and inspires action

### Shorter is sweeter

The best performing ads are only 50-100 characters. Make sure your ad is simple, gets straight to the point, and focuses on one clear message.

### Be authentic

Brands get real on >x<, and our audience expects them to be. Stay true to your voice, speak naturally and directly to your audience, and avoid being overly sales-y.

### Minimize distractions

Provide only one exit point, whether that’s clicking through to your website or your app, to keep your message laser-focused.

Avoid using @mentions in your ad whenever possible, as they can distract viewers and lead them away from your content. Hashtags and multiple emojis are also prohibited in ads for the same reason.

See [here](https://help.x.com/en/business-and-advertising/ads-policies) for our full ad quality policy.

### Create urgency

Give people a reason to take immediate action. Highlight limited-time offers or unique value to motivate clicks, downloads, or purchases.

### Use a clear call-to-action

Tell people exactly what to do after viewing your ad. Include a strong CTA like “Learn more,” “Order now,” or “Download the app” in your ad headline.

## Creative that converts

at every touchpoint

### Showcase your product

97% of people focus on visuals on >x<, so it’s important that yours are eye-catching and feature your product or key message. And whether you’re using an image or video, make sure that there’s a clear connection between your imagery and your ad copy.

### Optimize for mobile

80% of our audience use >x< on their mobile devices, so it’s best to optimize for smaller screens and shorter attention spans.

Use 16:9 or 1:1 aspect ratios for images and videos and ensure any text or imagery is easy to see on mobile.

For full screen mobile immersion, try out 9:16 [Vertical Video Ads](https://business.x.com/en/advertising/formats#advertising-formats_vertical-video-ads) with sound-on by default to captivate users when they’re most engaged.

### Diversify your creative

Using 3-5 different [ad formats](https://business.x.com/en/advertising/formats#advertising-formats) has been shown to drive brand lift, campaign awareness, and purchase intent.

Use this opportunity to experiment with your tone and overall aesthetic across your ads. Take a risk and get a little playful or witty in one of your ads to see how your audience responds.

### Captivate with video

Whenever possible, include at least one video in your campaign. Video is one of the most effective and fastest-growing formats on >x<.

Top video tips:

- Keep videos under 15 seconds for higher completion rates. For pre-roll ads, viewers can skip after 6 seconds.
- Show movement in the first few seconds to grab attention.
- Add captions or text overlays for sound-off viewing.
- Include your branding within the first 3 seconds for stronger brand recall.

[Discover more tips](https://ads.x.com/manager)

## Product used

### >x< Ads solutions

Explore our suite of ad formats to determine the best ones for your campaign.

[Read More](https://business.x.com/en/advertising/formats)

### Creative ad specs

Access the detailed specifications of our ad formats in the Ads Help Center.

[Read More](https://help.x.com/en/business-and-advertising)

### Success stories

Get inspired by other brands who dominate the timeline.

[Read More](https://business.x.com/en/success-stories)

## Your audience is on >x< Your ads should be too

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