Creative ad specs
Table of Contents
Please note that not all of the ad formats listed below are available for self-serve advertisers. Check with your Account Manager or file a support ticket for more information.
Promoted Ads
Text Ads
Get your message out to the world with a simple text ad. With all the elements of a standard post, including likes, replies, favorites and reposts, these native ads feel more like the rest of X content and allow you to expand the reach of your posts beyond your followers to your desired target audience.
post copy: 280 characters. (Note: each link used reduces character count by 23 characters, electing 257 characters for X copy.)
Image Ads
Highlight your best creative and drive people to your site, app, or take an action in the moment. Image Ads allow you to showcase your brand, product, or service with a single photo. They’re easy to create and can support multiple objectives. They can be reposted, replied to, and liked, and they’re clearly marked as “Promoted”.
These specs are applicable to any Image Ad. For more specifics depending on the type of Image Ad, see below.
post copy: 280 characters. (Note: each link used reduces character count by 23 characters, electing 257 characters for X copy.)
File types: PNG and JPEG are recommended. We do not accept BMP or TIFF files.
Note: GIFs uploaded will render as a static image.
File size: Max 5MB
Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 1.91:1 or 1:1
App title: Truncated at 200 characters. Included from app store; not customizable.
Call to Action: Install, Open, Play, Shop, Book, Connect, and Order
Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio.
Aspect ratio: 1.91:1
Conversation Card (original post in timeline)
post copy: 280 characters (same as above)
Hashtag: 21 characters, including the hashtag character
Pre-populated user post
(once user clicks on the CTA)
post copy: 256 characters
Headline: 23 characters
Thank You post (after user has posted out the post)
Thank you text: 23 characters
Thank you URL (optional): 23 characters
Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 1.91:1 or 1:1. However, 1:1 will crop to 1.91:1 in mobile timeline.
GIFs are not supported at this time.
post copy: Polls can include up to 280 characters of post copy that appear above the image.
Poll options: 2-4 custom poll options
Once you’ve written your copy and added your image, you can add two to four custom poll responses to create your poll.
Poll copy: 25 characters each
Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in post copy).
Poll duration
Select a time between a minimum of 5 minutes and a maximum of 7 days. Poll duration starts when the post is created, not when promoted.
Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 1.91:1 or 1:1
Website title length: 70 characters. Please note — depending on device and app settings this description may truncate. Up to two lines of text are rendered on the card title; any text beyond that is truncated with an ellipsis. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices.
URL: must begin with http:// or https://
Image size: 1200 x 1200 pixels is recommended for 1:1 aspect ratio. 1200 x 628 pixels is recommended for 1.91:1 aspect ratio. Larger images will be better optimized for when users click to expand images.
Aspect ratio: 1.91:1 or 1:1. Please note that the legacy composer supports any aspect ratio between 2:1 and 1:1.
Video Ads
Capture attention and tell a strong story with a visually engaging video ad. Video Ads allow you to showcase your brand, product or service and bring them to life through video. They’re easy to create and can be used to drive people to a website, app, or simply to engage with your brand’s message.
These specs are applicable to any Video Ad. For more specifics depending on the type of Video Ad, see below.
post copy: 280 characters. (Note: each link used reduces character count by 23 characters, electing 257 characters for X copy.)
File types: MP4 or MOV
File size: 1 GB max. For optimal performance we strongly recommend to keep files under 30 MB.
Video length: 15 seconds or less is recommended. Up to 2:20 is supported. (Select advertisers are eligible to request an increase up to 10 minutes; however, we advise videos to be 9:55 to account for a range of video files. Please contact your X Account Manager for more information.)
Branding: Highly recommended throughout; if using a logo, it should be persistent in the upper left hand corner. Prominent product placement is highly recommended for driving product consideration.
Captions: Closed captioning or text overlays are strongly recommended.
Video bitrate: 6,000 - 10,000k (recommended 6,000k) for 1080p. 5,000k - 8,000k (recommended 5,000k) for 720p.
Frame rate: 29.97FPS or 30FPS. Higher is acceptable (support up to 60FPS). If the available video has a lower frame rate don’t try to “upsample” it.
Audio codec: AAC LC (low complexity)
Video codec recommendation: H264, Baseline, Main, or High Profile with a 4:2:0 color space.
Thumbnail
- Supported files: PNG or JPEG
- Aspect ratio: recommend matching sizing of the video
- Max size: 5MB
Looping: Videos will loop if the video length is under 60 seconds.
Video size: 1200 x 1200 pixels is recommended for 1:1 aspect ratio. 1920 x 1080 pixels is recommended for 16:9 aspect ratio. Larger videos will be better optimized for when users click to expand videos.
Aspect ratio: 16:9 or 1:1. Please note that the legacy composer supports any aspect ratio between 2:1 and 1:1.
Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 16:9 or 1:1
Website title length: 70 characters. Please note — depending on device and app settings this description may truncate. Up to two lines of text are rendered on the card title; any text beyond that is truncated with an ellipsis. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices.
URL: must begin with http:// or https://
Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 16:9 or 1:1
App title: Truncated at 200 characters. Included from app store; not customizable.
Call to Action: Install, Open, Play, Shop, Book, Connect, and Order
Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio.
Aspect ratio: 16:9
Conversation Card (original post in timeline)
post copy: 280 characters (same as above)
Hashtag: 21 characters, including the hashtag character
Pre-populated user post (once user clicks on the CTA)
post copy: 256 characters
Headline: 23 characters
Thank You post (after user has posted out the post)
Thank you text: 23 characters
Thank you URL (optional): 23 characters
Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 16:9 or 1:1. However, 1:1 will crop to 16:9 in mobile timeline.
GIFs are not supported at this time.
post copy: Polls can include up to 280 characters of post copy that appear above the video.
Poll options: 2-4 custom poll options
Once you’ve written your copy and added your video, you can add two to four custom poll responses to create your poll.
Poll copy: 25 characters each
Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in post copy).
Poll duration
Select a time between a minimum of 5 minutes and a maximum of 7 days.
Carousel Ads
Tell a story and drive users to your website or app — all within a single ad. Carousels give marketers up to 6 horizontally swipeable images or videos to showcase multiple products or promotions, advance a narrative across several visuals, and highlight the most exciting features of a product.
Number of slides: 2-6 (Images or Videos)
Media size
- Image Carousels: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
- Video Carousels: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio
- Image Carousels: 1.91:1 or 1:1 image assets using a single aspect ratio within one carousel.
- Video Carousels: 16:9 or 1:1 video assets using a single aspect ratio within one carousel.
- For Carousels using mixed media, aspect ratios should remain consistent (1:1 image asset with 1:1 video asset).
Link: One web or app destination for single-destination Carousels. Up to six unique web destinations for multi-destination Carousels.
Website title length: 70 characters. Please note — depending on device and app settings this description may truncate. Up to two lines of text are rendered on the card title; any text beyond that is truncated with an ellipsis. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices. This is customizable per card.
URL: must begin with http:// or https://
App title: Truncated at 200 characters. Included from app store; not customizable.
Call to Action: Install, Open, Play, Shop, Book, Connect, and Order.
Standard Features
Conversation Button
Drive engagement and conversation with embedded buttons that prompt users to post about your brand to their followers.
Conversation Buttons are standard features that can be added to Promoted Ads that include call to action buttons with customizable hashtags. Once clicked, the button creates a pre-populated post that users can customize or post out. Conversation Buttons have proven to be an effective way of engaging with customers, and driving them to share a brand’s message.
Conversation Card (original post in timeline)
post copy: 280 characters
Hashtag: 21 characters, including the hashtag character
Pre-populated user post (once user clicks on the CTA)
post copy: 256 characters
Headline: 23 characters
Thank You post (after user has posted out the post)
Thank you text: 23 characters
Thank you URL (optional): 23 characters
Conversation Buttons must be paired with media (image or video). See above for media specifications when paired with Image Ads or Video Ads.
Polls
Engage your audience and gain valuable insights by adding interactive polls to your ads. Polls are a great way to engage with followers and prompt users to engage with your content. Combining polls with visual elements gives users something specific and eye catching to orient your question around.
post copy: Polls can include up to 280 characters of post copy.
Poll options: 2-4 custom poll options
You can add two to four custom poll responses to create your poll.
Poll copy: 25 characters each
Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in post copy).
Poll duration
Select a time between a minimum of 5 minutes and a maximum of 7 days. Poll duration starts when the post is created, not when promoted.
Polls can be created with or without media (image or video). See above for media specifications when paired with Image Ads or Video Ads.
X Amplify
Amplify Pre-roll
Run pre-roll ads to align your brand with brand-safe, premium content your customers are already watching — including highlights and top clips.
From catching must-see sports highlights to sharing reactions to the season finale, audiences love that they can discover what’s happening with video on X. Amplify Pre-roll aligns your brand with in-feed video content from 200+ premium, brand-safe video publishers, including top TV networks, major sports leagues, and professional news outlets. Get in front of your audience with pre-roll ads that kick off the videos they’re interested in.
File size: Maximum file size is 1GB.
Video length: Recommended 15 seconds or less. Max: 2 minutes and 20 seconds.
File types: MP4 or MOV
Video aspect ratio: 1:1 is recommended as it will always render as square on desktop and mobile, timeline and profile. This and 9:16 (vertical) will take up the same amount of real estate, which is more than 16:9.
Your ad will automatically be matched with publisher content that has a similar aspect ratio when available, but we recommend taking a look at the kind of publisher content you’d like to run on and planning to mirror trends in aspect ratio
Recommended video size: 1200 x 1200 (minimum for 1:1 is 600 x 600)
If not a 1:1 aspect ratio: 640x360 minimum
URL (optional): must begin with http:// or https://
Branding: Highly recommended throughout (keeping in mind that Amplify Sponsorships have product overlays in the top left and bottom right and left corners for publisher video previews, ad countdowns, etc.)
Captions: Closed captioning or text overlays are strongly recommended.
Video bitrate recommendation: 6,000 - 10,000k (recommended 6,000k) for 1080p. 5,000k - 8,000k (recommended 5,000k) for 720p.
Frame rate recommendation: 29.97FPS or 30FPS. Higher is acceptable. If the available video has a lower frame rate don’t try to “upsample” it.
Audio codec recommendation: AAC LC (low complexity)
Video codec recommendation: h264, baseline, main or high profile with a 4:2:0 color space.
Amplify Sponsorships
Own the best video content and build brand association by pairing yourself with a leading publisher via an exclusive one-to-one Amplify Sponsorship package.
Every sponsorship is unique. When you sponsor an event, moment, or show on X, we work with our publisher partners to create packages that are right for you, such as pre-roll ads before video clips, pre-roll ads before live video, and branded content integrations. When the crowd cheers and the world celebrates, your brand can be right there, connected with what’s happening.
File size: Max 1 GB.
Video length: 6 seconds or less recommended. Max: 2 minutes and 20 seconds.
File type: MP4 or MOV
Aspect ratio: 16x9 or 1x1 recommended, dependent on publisher content
Recommended video size: 1200 x 1200 (minimum for 1:1 is 600 x 600)
Any height is acceptable, but if the height exceeds the width, the video will be cropped to 1:1 in the feed.
If not a 1:1 aspect ratio: 640x360 minimum
URL (optional): must begin with http:// or https://
Branding: Highly recommended throughout (keeping in mind that Amplify Pre-roll has product overlays in the top left and bottom right and left corners for publisher video previews, ad countdowns, etc.)
Captions: Closed captioning or text overlays are strongly recommended.
X Live
Create a moment, broadcast it to the world, and allow your audience to interact with you in real time with X Live. Top marketers are choosing to livestream their biggest events on X. From product launches and conferences to watch parties and fashion shows, X Live helps brands maximize their Live content and drive conversation. X advises on content strategy and guides the execution of your live video content.
Recommended stream specifications
Please follow the stream specifications recommendation below for the best Producer experience. Please note: The list of supported encoders and services is not exhaustive and is subject to change.
RTMP
Video codec: H.264/AVC
Video bitrate: 9Mbps (recommended), 12Mbps (maximum)
Audio codec: AA-LC
Audio bitrate: 128bps (maximum)
Resolution
1280x720 (recommended)
1920x1080 (maximum)
Frame rate
30 fps (recommended)
60 fps (maximum)
Keyframe interval
OBS: Every 3 seconds
Wirecast:
24 fbs = Keyframe interval of 72 frames
30 fbs = Keyframe interval of 90 frames
50 fbs = Keyframe interval of 150 frames
60 fbs = Keyframe interval of 180 frames
Supported encoders and services:
- Restream
- Golightstream
- Socialive
- OBS
- Wirecast
- Teradek
- Elemental
- Vmix
- StreamYard
- Streamlabs
Event page specifications
Event page description: 280 characters max.
NEW: Can contain external links! (pre-orders, ticket sales, other O&O site)
Carousel: Max 5 videos. Can be multiple live, VOD, GIFS, Photos. Requires additional investment – see pricing sheet.
Hashtag: Autopopulating hashtag when posts are composed in post bar.
Timeline post: Pulls in posts specific terms. Max 5 terms. For example: hashtags, keywords & phrases, executive names.
X Takeover
Timeline Takeover
The first ad of the day at the top of the conversation.
Timeline Takeover puts your brand at the top of the conversation as the first ad of the day. People come to X to discover what’s happening. With Timeline Takeover, your ad is the first ad that will appear when someone opens X for the first time that day. Don’t just be a part of what’s happening, be what’s happening with Timeline Takeover.
post copy: specs for a Timeline Takeover placement will depend on the format used. Reference individual specs pages for the format you want to run.
Supported formats:
- Image Ads
- Video Ads
- Carousel Ads
- X Live
- Promoted Ads with Conversation Buttons and Polls
- Branded Hashtags
- Branded Notifications
Trend Takeovers
The ad placed alongside what’s trending.
Trend Takeover puts your ad alongside what’s trending. Trend Takeover+ adds immersive creative to your message. Displayed alongside what’s trending, Trend Takeover puts your message where the conversations starts—the Explore tab. The Explore tab puts what’s trending on X in one spot. Don’t just be a part of what’s happening, be what’s happening with Trend Takeovers.
Trend Takeover
Trend hashtag (required):
Appears on the homepage of X.com for all users within a Trend’s region and within the Explore tab on mobile. 20 characters max.
Trend description (optional but highly recommended):
Appears directly below the Trend Hashtag on the homepage of X.com for all users within a Trend’s region and within the Explore tab on mobile. 70 characters max.
Companion Promoted Ad (required):
Craft 3-6 Promoted Ads (can be image, video, gif, etc) to support the trend. These are eligible to show in the home timeline for users on both web and mobile, making the trend more discoverable.
Trend Takeover+
Note: The Trend Takeover+ placement is not age-gated. Please ensure the GIF or image asset provided is appropriate for all ages (i.e. no weapons, guns, nudity, violence, etc.).
File types: 6-second looping GIF, MP4, or static image
Aspect ratio: 16:9 (for both GIF and images)
File size: 5MB for image, 15MB for GIF
Trend hashtag: Max 16 characters
Trend description: Max 30 characters
Creative must be delivered to X via a darkpost, with media (either GIF, MP4, or image) only. Media in card formats cannot be accepted.
Trend name & description:
- Don’t duplicate hashtag in both Trend Name and Description.
- Trend Takeover+ will be attributed to @brandhandle, so no need to overtly brand the Description field.
- Use the Description to provide further context to your trend, make it declarative & intriguing.
- Avoid click-bait phrases such as “50% off”, “Buy One Get One Free”, “Limited Time Only”, etc.
Branded Features
Branded Hashtags
Express your brand’s personality and immediately make it a part of the conversation by adding a fun, visually appealing creative element whenever your hashtag is used on X.
Branded Hashtags allow a brand to add a fun, visually appealing creative element whenever its hashtag is used on X. They make a brand come alive by expressing the brand’s personality and immediately making it a part of the conversation.
Up to 5 #Hashtags associated with Emoji
- Any desired hashtag cannot exceed 250 mentions on X over the last 30 days, unless directly related to brand conversation (more than 70%).
- Emoji Design must be designed at 72x72 pixels, and must be clearly visible at 16x16.
- Can be displayed on light or dark background; recommend not using all light colors - won’t be visible in the timeline.
- Simplicity is key! Keep details to a minimum to maximize message and to make sure it doesn't get lost when minimized
- No multiple faces/logos - these become too small and indistinguishable at 16x16
Branded Notifications
Branded Notifications enable advertisers to have 1-1 conversations with customers at scale, delivering time-triggered, automated @mention posts directly to opted-in users at the moments that matter the most.
Advertisers configure and launch Branded Notifications campaign using Arrow, a third-party autoresponse platform developed by IC Group in collaboration with X Next.
Branded Notifications are available in three campaign formats:
- Scheduled Notification campaigns deliver an instant opt-in notification post and single scheduled notification post to each opted-in person.
- Subscription Notifications campaigns deliver an instant opt-in notification post and multiple scheduled notification posts to each opted-in person.
- Instant Notification campaigns deliver an instant notification post to each opted-in person.
Branded Notifications call-to-action (CTA) and notification posts should follow X’s standard Promoted Ad specs. Arrow enables advertisers to use the following ad formats in CTA and notification posts:
Standalone Image and Video Ads
Image and Video Ads with Web Button
Image and Video Ads with App Button
Image and Video Carousel Ads with Web Button (single destination)
Image and Video Carousel Ads with App Button (single destination)
Image and Video Ads with Conversation Button
Moment Ads
Click below for the content requirements for each Branded Notifications campaign format.
CTA post
Must clearly describe that the user will receive a future post from the brand if they like the CTA post.
Must clearly describe what content the user will receive and when the user will receive a scheduled Notification post.
Instant Opt-In Notification post
Must begin with the opted-in user’s @handle; use @HandleToReplyTo as a placeholder.
Do not @mention any other user for whom you do not have explicit permission.
Confirm that a user has opted in to receive automated content.
Must provide opt-out instructions in the post copy. Arrow provides three options for the brand to choose from.
Scheduled Notification post
Must begin with the opted-in user’s @handle; use @HandleToReplyTo as a placeholder.
Do not @mention any other user for whom you do not have explicit permission.
Deliver the content promised in the CTA post.
Timing
Scheduled Notification campaigns may run for a max of 30 days from when the first CTA post is published to when the scheduled Notification post is sent.
CTA post
Must clearly describe that the user will receive multiple posts from the brand if they like the CTA post.
Must clearly describe what content the user will receive and when the user will receive scheduled Notification posts.
Instant Opt-In Notification post
Must begin with the opted-in user’s @handle; use @HandleToReplyTo as a placeholder.
Do not @mention any other user for whom you do not have explicit permission.
Confirm that a user has opted in to receive automated content.
Must provide opt-out instructions in the post copy. Arrow provides three options for the brand to choose from.
Scheduled Notification posts
Must begin with the opted-in user’s @handle; use @HandleToReplyTo as a placeholder.
Do not @mention any other user for whom you do not have explicit permission.
Deliver the content promised in the CTA post.
Must provide opt-out instructions in the post copy. Arrow provides three options for the brand to choose from.
Timing
Subscription Notifications campaigns may run for a max of 30 days per scheduled notification post included, from when the first CTA post is published to when the final scheduled Notification post is sent. For example, a Subscription Notifications campaign with 3 scheduled notification posts may run for 90 days.
CTA post
Must clearly describe that the user will receive a post from the brand if they like the CTA post.
Must clearly describe what content the user will receive.
Instant Notification post
Must begin with the opted-in user’s @handle; use @HandleToReplyTo as a placeholder.
Do not @mention any other user for whom you do not have explicit permission.
Timing
Instant Notification campaigns may run for a max of 30 days after the first CTA post is published.
Additional information
Branded Notifications are currently available to all managed advertisers in the US and Canada. Branded Notifications are also available to global advertisers working with X Next. Consult with your X Account Manager to learn more.
- Branded Notifications campaigns must adhere to the Our Rules, X Ads Policies, and Automation Rules.
Only public X accounts can opt-in to a Branded Notifications campaign.
Advertisers must grant a third-party automation platform (Arrow by IC Group) access to their X account using X OAuth.
Advertisers must have a verified X account to use Branded Notifications.
X Ads Manager provides full metrics for the promoted CTA posts, but reporting and metrics are limited for notification posts.
- App or device notifications for notification posts (@mentions) may be disabled by users’ personal device or account settings.
(DPA)
Dynamic Product Ads
Deliver the most relevant product to the right customer at the right time.
Dynamic Product Ads on X leverage the latest Web Conversions products, Dynamic Product Ads can help advertisers improve Cost Per Purchase and return on ads spend (ROAS) on X.
With DPA Retargeting, you can serve ads to targeted consumers, featuring products they have engaged with (e.g. added to their shopping cart) on your website but haven’t yet purchased.
With DPA Prospecting, you can acquire new customers who haven’t visited your website with ads featuring products from your catalog that are most relevant to them.
Prerequisites
Implement the latest X Pixel or Conversion API to track required events and parameters
Enable tracking across the following events:
- Page View (formerly Site Visit)
- Content View
- Add to Cart
- Purchase events
Be sure to add contents parameters to track the specific products users are viewing, adding to their shopping cart, and purchasing
Setup your product catalog on X Shopping Manager
- Create a catalog (the Shopping Manager can support up to 1M products or an 8GB feed file)
- Use Scheduled Feeds to upload and sync your catalog data daily or multiple times per day
- Use filters to create the product sets that you’ll use in your ad campaigns
Tips for Configuring a Dynamic Product Ads Campaign
- DPA supports prospecting and retargeting campaigns. However, for retargeting campaigns, you will need to create Catalog Activity Audiences (people who have interacted with products in your catalog, etc.) and later select them when creating your DPA campaigns.
- For maximum audience sizes, we strongly recommend including a relevant List Custom Audiences.
- On ads.twitter.com, you can create a DPA campaign under the Conversions (recommended) or Website Traffic objectives.
- X recently launched updates to the Terms and Conditions governing the use of X’s ads and measurement products. If you are prompted while configuring your campaign, review and accept the terms before proceeding. X’s master service agreement can be found here.
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