Ads Specifications

To be approved on Twitter (X) Ads and Programmatic Display, ads must follow specific creative guidelines to ensure quality and compliance.

These guidelines include technical creative specifications such as high-resolution images or videos that are clear, without excessive text or pixelation. Text should be concise and relevant to the audience, with any legal disclosures clearly visible.

Additionally, landing pages must align with ad content and load quickly for a seamless user experience.

By adhering to these standards, advertisers enhance the likelihood of approval and maximize audience engagement.

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Twitter (X) Creative specifications

Text ads

A simple text ad, with all the elements of a standard Tweet, including likes, replies, favorites and Retweets. Tweet copy: 280 characters. Note: each link used reduces character count by 23 characters, leaving 257 characters for Twitter copy.

Image Ads

Showcase your brand, product, or service with a single photo. Easy to create and can support multiple objectives. They can be Retweeted, replied to, and liked, and they’re marked as “Promoted”.

Tweet copy: 280 characters. Note: each link used reduces character count by 23 characters, leaving 257 characters for Twitter copy. File types: PNG and JPEG are recommended. BMP or TIFF files are not supported. GIFs uploaded will render as a static image. File size: Max 5MB

Image Ads with App Buttons

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 ads with Conversation Buttons

Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio.

Aspect ratio: 1.91:1

Conversation Card  (original Tweet in timeline)

Tweet copy: 280 characters (same as above)

Hashtag: 21 characters, including the hashtag character

Pre-populated user Tweet  (once user clicks on the CTA)

Tweet copy: 256 characters

Headline: 23 characters

Thank You Tweet  (after user has Tweeted out the Tweet)

Thank you text: 23 characters

Thank you URL (optional): 23 characters

Image Ads with Polls

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.

Tweet copy: Polls can include up to 280 characters of Tweet copy that appear above the image.

Poll options: 2-4 custom poll options Once you’ve written your copy and added an 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 Tweet copy).

Image Ads with Website Buttons

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://

Standalone Image Ads

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.

Tweet copy: 280 characters.

Note: each link used reduces character count by 23 characters, leaving 257 characters for Twitter 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). 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.

Standalone Video Ads

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 Ads with Website Buttons

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

URL: must begin with http:// or https://

Video Ads with App Buttons

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 Ads with Conversation Buttons

Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio.

Aspect ratio: 16:9

Conversation Card  (original Tweet in timeline)

Tweet copy: 280 characters (same as above)

Hashtag: 21 characters, including the hashtag character

Pre-populated user Tweet  (once user clicks on the CTA)

Tweet copy: 256 characters

Headline: 23 characters

Thank You Tweet  (after user has Tweeted out the Tweet)

Thank you text: 23 characters

Thank you URL (optional): 23 characters

Video Ads with Polls

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.

Tweet copy: Polls can include up to 280 characters of Tweet 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 Tweet copy).

Poll duration: Select a time between a minimum of 5 minutes and a maximum of 7 days.

Carousel Ads

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.

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Programmatic Display Creative Specs

We are able to run a variety of Display, Video and wider channel formats upon request. We generally advise the below steps for best practice:

Localized language creative where possible
Including a clear call to action
Do not overload the creatives with information - this needs to be restricted to keep the messaging clear
Keep the amount of creative variant to a minimum. Several variants can help creative testing, going overboard might dilute delivery and hurt the significance of learnings/insights
For multi product campaigns consider the use of a DCO provider - allowing for a scalable product feed and dynamic creative features

Display

Creative sizes: 300x250, 320x50, 728x90, 160x600, 300x600, 970x250, 320x480

File types: .jpeg (jpg), .png, .gif or 3rd party adserved creatives File size: Initial load - 5kb. Max - 200kb Animation: Max 30 sec Other: Tablet creatives to be MRAID v1 and v2 supported

We accept raw and adserved creatives from select adservers (AdForm, DCM, Sizmek, Flashtalking). All HTML5 creatives need to be adserved.