X Enhances Advertiser Experience by Supporting Cross-Platform Creative Assets
In a strategic move to attract advertisers, X, formerly known as Twitter, has introduced expanded support for various aspect ratios in both image and video advertisements. This development enables advertisers to seamlessly repurpose creative content from other social media platforms without the need for reformatting or resizing, thereby streamlining the advertising process on X.
Simplifying the Advertising Process
Traditionally, advertisers faced the challenge of adapting their creative assets to meet the specific requirements of each social media platform. This often involved time-consuming tasks such as cropping, resizing, or even redesigning content to fit different aspect ratios. While artificial intelligence tools have been developed to automate some of these processes, the need for manual adjustments remained a hurdle.
Recognizing this, X has now expanded its support to include additional aspect ratios, allowing advertisers to upload existing assets directly into X’s Ads Manager via Media Studio or the Campaign Form. This eliminates the need for reformatting, enabling a more efficient and cohesive advertising strategy across multiple platforms.
New Aspect Ratios Supported
With this update, X now supports the following aspect ratios:
– 4:5 (1440 x 1800 pixels)
– 2:3 (1080 x 1620 pixels)
These additions complement the platform’s existing support for:
– 1:1 (1080 x 1080 pixels)
– 16:9 (1920 x 1080 pixels)
– 9:16 (1080 x 1920 pixels)
– 1.91:1 (2064 x 1080 pixels)
By accommodating these formats, X ensures that advertisers can maintain the integrity and effectiveness of their original creative content without compromising on quality or message.
A Strategic Move Amidst Advertising Challenges
This initiative underscores X’s commitment to revitalizing its advertising business, which experienced a downturn following Elon Musk’s acquisition of the company. Despite efforts to boost ad sales under former CEO Linda Yaccarino, revenues in 2025 remained below pre-acquisition levels. According to eMarketer’s forecast in May 2025, X’s ad business was expected to begin its recovery last year, a trend confirmed by Bloomberg, though it was projected to remain at half its previous size.
By facilitating the reuse of creative assets, X aims to lower the barriers for advertisers, encouraging them to invest more heavily in the platform. This move is particularly significant in a competitive digital advertising landscape, where ease of use and efficiency are critical factors in platform selection.
Official Statements and Industry Implications
Monique Pintarelli, head of global advertising at xAI—which acquired X last year—emphasized the company’s dedication to supporting advertisers in achieving their performance goals. She stated, With full aspect ratio support, brands can now repurpose creatives directly on X—eliminating reformatting, duplication, or compromise—while unlocking faster testing, brand consistency, and incremental reach among our highly engaged, real-time audience for superior results.
This development is part of a broader trend where social media platforms are striving to offer more flexible and user-friendly advertising solutions. By reducing the technical challenges associated with cross-platform advertising, X not only enhances the advertiser experience but also positions itself as a more attractive option for brands looking to maximize their reach and engagement.
Conclusion
X’s decision to support a wider range of aspect ratios for image and video ads represents a significant step toward simplifying the advertising process for brands. By allowing the direct reuse of creative assets from other platforms, X addresses a common pain point for advertisers, potentially leading to increased ad spend and engagement on the platform. As the digital advertising landscape continues to evolve, such initiatives are likely to play a crucial role in determining platform preference among advertisers.
