Twitter (X) Ad Specs: The Complete Guide for Marketers in 2025

When you run ads on Twitter (now called X), the difference between a high-performing campaign and wasted budget often comes down to one thing: creative specs. If your text is too long, your image is the wrong size, or your video won’t render correctly, your campaign can stall before it even starts.

This guide walks you through every Twitter (X) ad format, the technical requirements, best practices, and the common questions advertisers ask when publishing ads.

Why Ad Specs Matter on X

X is a fast-moving platform. Ads appear side by side with organic posts. If your creative doesn’t look native or if it fails to load properly, people scroll right past. Meeting the platform’s official specifications ensures:

• Maximum reach and eligibility
• Better user experience (no cropped images or broken videos)
• Higher engagement and lower cost per action (CPA)
• Compliance with X’s advertising policies

General Ad Copy Guidelines

• Text length: 280 characters
• Links: Each link reduces your copy budget by 23 characters
• Hashtags: Recommended max 2–3 per ad for clarity
• Engagement features: Likes, replies, reposts, and favorites work just like normal posts

Ad Formats and Specs

Let's see each advertisement format (spec) on X one by one:

1. Text Ads

Copy limit: 280 characters (257 if one link is included)
Why use them: Simple, native, cost-effective for reach and awareness.

FAQ:

• Can I use hashtags? Yes, but keep them short.
• Do Text Ads support images? Not by default—use Image Ads instead.

2. Image Ads

• File type: PNG, JPEG (no BMP or TIFF)
• File size: Max 5 MB
• Copy: 280 characters
• Note: GIFs render as static images

Tips:

• Use high-contrast visuals.
• Stick to one clear call-to-action (CTA).

3. Video Ads

• File type: MP4 or MOV
• File size: Up to 1 GB (keep under 30 MB for performance)
• Duration: Up to 2:20 (15 seconds recommended)
• Frame rate: 30 fps (supports up to 60 fps)
• Bitrate: 5–10 Mbps recommended for HD
• Branding: Place logo in the top-left corner; add captions

FAQ:

• Can I run longer videos? Only select advertisers can request 10 minutes.
• Should I use captions? Yes—many users watch without sound.

4. Vertical Video Ads (Immersive Viewer)

• Resolution: Min 720×1280, Max 1080×1920
• Aspect ratio: 9:16 (recommended)
• Bitrate: 5–10 Mbps (max 25 Mbps)
• Duration: 15s recommended, up to 2:20 supported

Pro Tip: Vertical video captures more screen real estate and drives higher completion rates.

5. Carousel Ads

• Slides: 2–6 images or videos
• Aspect ratios: 1.91:1 or 1:1 for images, 16:9 or 1:1 for video
• Destinations: Single link for all slides or up to six unique links

FAQ:

• Do all slides need the same aspect ratio? Yes, keep them consistent.

6. Conversation Button Ads

• Post copy: 280 characters
• Hashtag: ≤21 characters
• Headline: ≤23 characters
• Pre-populated post: ≤256 characters
• Thank-you message: ≤23 characters

Why it works: Encourages users to share your brand message with their followers instantly.

7. Poll Ads

What they are:
Poll Ads let brands turn passive scrollers into active participants. By embedding interactive polls directly into a promoted tweet, you can invite your audience to vote, share opinions, and start conversations — all while keeping them inside the X platform. Polls give you the double benefit of real-time engagement and first-hand market insights.

Key Specs:

• Post Copy:
  Up to 280 characters of text for your poll question or intro message.
  (Remember: links reduce the available count by 23 characters each.)
• Poll Options:
  • Choose between 2–4 custom response options.
  • Each option can be up to 25 characters long.
  • Poll option text does not count against your 280-character post copy budget.
• Poll Duration:
  • Minimum: 5 minutes
  • Maximum: 7 days
  • Duration starts from the moment the post is created, not when it’s promoted.
• Media Support:
  • Polls can be created with or without media.
  • If you add images or videos, they must follow the Image Ad or Video Ad specifications.
  • Visuals can make your poll more eye-catching and increase response rates.

8. Amplify Pre-roll & Sponsorships

• File size: Max 1 GB
• Video length: ≤2:20 (15s recommended)
• Aspect ratio: 1:1 or 9:16 preferred
• Best practice: Mirror publisher aspect ratios for seamless integration

9. X Live

• Bitrate: 9 Mbps recommended, 12 Mbps max
• Resolution: 1280×720 (recommended) / 1920×1080 (max)
• Frame rate: 30 or 60 fps
• Keyframe interval: ~3 seconds
• Encoders supported: OBS, Wirecast, Streamyard, Restream, etc.

FAQ:

• Can I add an event page? Yes—include keywords, videos, and descriptions.

10. Spotlight Takeovers

• Trend name: ≤16 characters
• Trend description: ≤30 characters
• Companion ads: 3–6 promoted creatives
• File types: GIF (≤15 MB), MP4, or static image

11. Branded Notifications

• Automated @mention posts to opted-in users
• Available in US/Canada (global via X Next)
• Requires verified account + Arrow platform integration

12. Dynamic Product Ads (DPA)

• Pixel or Conversion API required
• Events tracked: Page View, Content View, Add to Cart, Purchase
• Catalog: Up to 1M products or 8 GB feed
• Supports: Prospecting & retargeting

Best Practices Across All Formats

1. Brand early. Users scroll fast—show your logo or product in the first second.
2. Use captions. Over 70% of X users watch with sound off.
3. Optimize for mobile. Vertical formats dominate engagement.
4. Test creatives. Small copy tweaks can reduce CPA by 50%.
5. Follow policies. Ads with prohibited content (weapons, adult, misleading claims) will be rejected.

Twitter Ads Keywords Generator

You need to find the right keywords to be successful with your Twitter (X) ads. Our Twitter Ads Keyword Generator helps you discover high-performing terms, but that’s just one piece of the puzzle.

To ensure your ads meet platform requirements and run smoothly, use our Twitter Ads Specs Checker alongside it. Together, they give you both the strategy and the compliance you need for effective campaigns.