X advertising offers a diverse range of ad formats designed for different objectives and content types. From simple text-based promoted posts to premium Timeline Takeovers, understanding what's available and when to use each format helps you match your creative approach to campaign goals. This guide covers every X ad format available in 2026, including detailed specifications, use cases, and best practices.
Whether you're launching your first X campaign or expanding your creative strategy, you'll find the technical specs and strategic guidance needed to create high-performing ads across all format types.
Promoted Ads: The Foundation of X Advertising
Promoted Ads are standard tweets promoted to reach audiences beyond your organic followers. They appear in users' timelines, search results, and profile pages, marked with a small "Promoted" label. This is the most versatile and commonly used ad format on X.
Image Ads
Single image ads combine visual impact with compelling copy. They're effective for product showcases, announcements, and driving traffic to landing pages.
| Specification | Requirement | Notes |
|---|---|---|
| Aspect ratios | 1.91:1, 1:1, 4:5 | 1.91:1 most common for link cards |
| Recommended size | 1200x675 (1.91:1), 1080x1080 (1:1) | Higher resolution preferred |
| Minimum size | 600x335 pixels | May appear low quality |
| File formats | JPG, PNG, GIF | JPG for photos, PNG for graphics |
| Max file size | 5MB | Compress for faster loading |
| Text on image | No official limit | Minimal text performs better |
Image Ad Best Practices
- Use bold, contrasting colors to stand out in the text-heavy feed
- Feature people or products prominently for immediate recognition
- Minimize text on images; let the tweet copy do the explaining
- Include your logo subtly, not dominantly
- Test both landscape (1.91:1) and square (1:1) to see which performs better
Video Ads
Video ads autoplay silently in the feed as users scroll, making the first few seconds critical for capturing attention. Video consistently outperforms static images for engagement and recall on X.
| Specification | Requirement | Notes |
|---|---|---|
| Aspect ratios | 16:9, 1:1, 9:16 | All work in-feed; 1:1 takes more space |
| Recommended sizes | 1920x1080 (16:9), 1080x1080 (1:1), 1080x1920 (9:16) | Higher resolution preferred |
| Maximum length | 2 minutes 20 seconds | 15-30 seconds recommended |
| Minimum length | None (but >6 seconds for views) | Very short videos may not register views |
| File formats | MP4, MOV | MP4 most compatible |
| Video codec | H.264 | Required for proper playback |
| Audio codec | AAC | Stereo or mono |
| Max file size | 1GB | Recommend under 30MB |
| Frame rate | 30fps or 60fps | Match to source content |
| Bitrate | 6,000-10,000 kbps recommended | Higher for better quality |
| Thumbnail | Auto-selected or custom upload | Custom recommended |
Video Ad Best Practices
- Hook immediately: Capture attention in the first 3 seconds before users scroll past
- Design for sound-off: Include captions or text overlays since autoplay is muted
- Keep it short: 15-30 seconds delivers the best completion rates and engagement
- Front-load your message: Deliver key information early, not at the end
- Use native X video: Upload directly rather than linking to YouTube for better performance
- Loop potential: For very short videos, design endings that loop seamlessly
Carousel Ads
Carousel ads display 2-6 horizontally swipeable cards, each with its own image or video, headline, and destination URL. The swipe interaction drives engagement and allows for richer storytelling.
| Specification | Images | Videos |
|---|---|---|
| Number of cards | 2-6 | 2-6 |
| Aspect ratios | 1.91:1 or 1:1 | 1.91:1 or 1:1 |
| Recommended size | 800x800 (1:1) or 800x418 (1.91:1) | Same as standard video |
| Video max length | N/A | 2:20 per card |
| Headline per card | Up to 70 characters | Up to 70 characters |
| URL per card | Unique URL per card | Unique URL per card |
| Mixed media | Can mix images and videos in one carousel | |
Carousel Use Cases
- Product showcase: Feature multiple products with individual links
- Sequential story: Tell a narrative across cards that encourages swiping
- Feature highlights: Dedicate each card to a different product benefit
- How-to/Tutorial: Break down a process into visual steps
- Before/after: Show transformation or comparison
- Collection browsing: Let users browse a curated selection
Text Ads
Text ads are promoted tweets without media attachments, relying solely on copy and a link. While less visually attention-grabbing, they can feel more native and conversational.
| Specification | Limit |
|---|---|
| Tweet copy | 280 characters |
| URL | 23 characters counted regardless of length |
| Hashtags | No limit (but use sparingly) |
Text ads work best for announcements, thought leadership, or when you want to feel like an organic part of the conversation. They're often used to promote tweets that already performed well organically.
Follower Ads
Follower Ads promote your X account rather than individual content, appearing in "Who to follow" suggestions and timelines with a Follow button. Use them when building your audience is a primary objective.
| Specification | Details |
|---|---|
| Creative | Uses your profile picture and header |
| Bio displayed | Your profile bio shown |
| CTA | Follow button |
| Placements | Who to follow, Timeline, Search |
| Billing | Cost per follower gained |
Follower Ad Best Practices
- Ensure your profile picture is recognizable and on-brand
- Write a compelling bio that explains your value proposition
- Pin an engaging tweet that gives followers a reason to stay
- Target users interested in your niche, not broad audiences
- Expect to pay $2-$4 per new follower on average
X Amplify: Pre-Roll Video Ads
X Amplify places your video ad before premium publisher content, similar to YouTube pre-roll ads. Users watch your ad before seeing the video content they selected, providing a lean-back viewing context with higher attention than in-feed ads.
Amplify Pre-roll
Amplify Pre-roll automatically distributes your video across X's network of premium publishers. You set targeting and budget; X handles placement optimization.
| Specification | Requirement |
|---|---|
| Video length | 6 seconds (non-skippable) or 15+ seconds (skippable after 6s) |
| Aspect ratio | 16:9 required |
| Resolution | 1280x720 minimum, 1920x1080 recommended |
| File format | MP4 |
| Category selection | Choose content categories to align with |
| Brand safety | Publisher allowlist/blocklist available |
Amplify Sponsorships
Amplify Sponsorships are premium partnerships where you become the exclusive advertiser for specific publishers or content. These are typically sold directly by X sales teams for major campaigns.
- Exclusive advertiser for selected publisher(s)
- Premium content alignment (sports, entertainment, news)
- Often includes custom integrations
- Pricing varies significantly based on publisher and market
When to Use Amplify
- Brand awareness campaigns where attention quality matters more than reach volume
- Video content you want viewed with sound on (pre-roll typically has sound)
- Aligning with premium content for brand safety and perception
- Reaching audiences in a viewing mindset rather than scrolling mindset
X Takeover: Premium Placements
X Takeover placements offer maximum visibility through exclusive, high-impact ad positions. These are X's premium inventory, typically reserved for major product launches, tentpole events, or brands seeking maximum share of voice.
Timeline Takeover
Timeline Takeover places your ad as the first ad users see when they open X each day. It's the most prominent in-feed placement available.
| Specification | Details |
|---|---|
| Placement | First ad in timeline each day |
| Creative formats | Video, image, carousel supported |
| Reach | Massive daily reach in market |
| Availability | One advertiser per market per day |
| Typical cost | $200,000+ per day (major markets) |
| Booking | Through X sales team, well in advance |
Trend Takeover
Trend Takeover places your promoted trend at the top of the Explore tab's trending topics list, where millions check what's happening each day.
| Specification | Details |
|---|---|
| Placement | Top of Explore/Trending |
| Trend name | Your chosen hashtag or phrase |
| Description | Short text explaining the trend |
| Duration | 24 hours |
| Companion ad | Promoted tweet shown when trend is clicked |
| Typical cost | $150,000-$250,000+ per day |
Trend Takeover+
Trend Takeover+ enhances the standard Trend Takeover with video creative that auto-plays when users explore the trend.
| Specification | Details |
|---|---|
| Includes | Everything in Trend Takeover |
| Additional creative | 6-second auto-play video at top of trend |
| Video aspect ratio | 16:9 |
| Video file | GIF or video under 5MB |
| Premium over standard | Higher cost than basic Trend Takeover |
When to Use Takeover Placements
- Major product launches requiring maximum awareness in 24 hours
- Tentpole events (Super Bowl, Oscars, major conferences)
- Competitive moments where share of voice matters
- Brand moments that benefit from cultural relevance
- When budget allows and the moment justifies premium investment
X Live
X Live allows you to promote live broadcasts to expand reach during live events, Q&As, product reveals, or breaking news coverage.
| Specification | Details |
|---|---|
| Content | Live broadcast from X app or streaming software |
| Promotion | Boost visibility of your live stream |
| Targeting | Standard X targeting options available |
| Billing | CPM or CPV depending on objective |
| Requirements | Must be going live or have scheduled event |
X Live Use Cases
- Product launch events and reveals
- Q&A sessions with executives or influencers
- Behind-the-scenes access and exclusives
- Live coverage of conferences or trade shows
- Breaking news and real-time commentary
Dynamic Product Ads (DPA)
Dynamic Product Ads automatically show relevant products from your catalog to users based on their browsing behavior. If someone viewed a product on your site but didn't purchase, DPA shows them that product (or similar items) in their X feed.
| Specification | Details |
|---|---|
| Catalog required | Product feed uploaded to X |
| Pixel required | X Pixel for website events |
| Creative generation | Automatic from product feed |
| Retargeting | Based on ViewContent, AddToCart events |
| Prospecting | Lookalike targeting based on purchase signals |
| Image specs | Follow standard image ad specs |
Setting Up Dynamic Product Ads
- Install the X Pixel with e-commerce events (ViewContent, AddToCart, Purchase)
- Create a product catalog in X Ads Manager (or connect from partners)
- Upload your product feed with required attributes (id, title, description, link, image_link, price)
- Create a catalog sales campaign
- Set up targeting: retargeting (people who viewed products) and/or prospecting (new customers)
- X automatically generates ads featuring relevant products
Collection Ads
Collection Ads combine a hero image or video with a scrollable row of product images below, creating an immersive browsing experience similar to a mini storefront.
| Specification | Hero | Product Images |
|---|---|---|
| Format | Image or video | Images only |
| Number | 1 | 4 minimum |
| Aspect ratio (hero) | 1.91:1 or 1:1 | 1:1 recommended |
| Destination | Website or collection page | Individual product pages |
Collection Ads work particularly well for e-commerce brands wanting to showcase multiple products within a single ad unit, driving both brand awareness and direct product discovery.
Choosing the Right Format for Your Goals
Match ad format to your campaign objective and content type:
| Objective | Recommended Formats | Why |
|---|---|---|
| Brand awareness | Video, Amplify, Timeline Takeover | High visibility and recall |
| Video views | Video Ads, Amplify Pre-roll | Optimized for video consumption |
| Website traffic | Image, Video, Carousel | Clear CTA and visual appeal |
| Engagement | Video, Text, Carousel | Conversation-driving formats |
| App installs | Video, Image with app card | Showcase app experience |
| Follower growth | Follower Ads | Specifically designed for follows |
| E-commerce sales | DPA, Carousel, Collection | Product-focused with purchase intent |
| Event promotion | X Live, Trend Takeover | Real-time urgency and visibility |
Creative Specifications Quick Reference
Here's a consolidated reference for the most commonly used X ad specifications:
Image Specs Summary
| Aspect Ratio | Recommended Size | Max File Size |
|---|---|---|
| 1.91:1 (Landscape) | 1200x628 pixels | 5MB |
| 1:1 (Square) | 1080x1080 pixels | 5MB |
| 4:5 (Portrait) | 1080x1350 pixels | 5MB |
Video Specs Summary
| Aspect Ratio | Recommended Size | Max Length | Max File Size |
|---|---|---|---|
| 16:9 (Landscape) | 1920x1080 | 2:20 | 1GB |
| 1:1 (Square) | 1080x1080 | 2:20 | 1GB |
| 9:16 (Vertical) | 1080x1920 | 2:20 | 1GB |
Copy Limits
| Element | Character Limit |
|---|---|
| Tweet copy | 280 characters |
| Carousel headline (per card) | 70 characters |
| Website card title | 70 characters |
| App card title | 200 characters |
Testing and Optimizing Ad Formats
Different audiences respond differently to formats. Test systematically to find what works best for your specific goals:
- Format testing: Run the same message across video, image, and carousel to compare performance
- Aspect ratio testing: Test square vs. landscape to see which drives better engagement in your niche
- Length testing: For video, test 15-second vs. 30-second vs. 60-second versions
- Creative variation: Within each format, test multiple creative approaches
- Placement testing: Compare in-feed vs. Amplify pre-roll for video content
Allow at least 1-2 weeks of delivery before drawing conclusions on format performance. Use X's creative reporting to compare metrics like view rate, engagement rate, and cost per result across ad variations.
Understanding X's full range of ad formats empowers you to match creative approach to campaign objectives, audience preferences, and available resources. Start with proven formats like video Promoted Ads, then expand your format mix as you learn what resonates with your specific audience on the platform.
