How to advertise on X (Twitter)

What are X (Twitter) ads?

X (formerly Twitter) Ads are a way for businesses to promote posts, accounts, or trends to reach more people. 

Source

This type of paid advertising lets you target specific audiences by interests, keywords, or demographics and offer tools to track performance. 

Types of X (Twitter) ads

Twitter offers a range of ad formats to help you promote your brand, drive engagement, and boost conversions. 

These are the type of Twitter ad media formats you should know about:

1. Promoted ads
2. Takeover ads
3. Amplify ads
4. Live
5. Branded hashtag
6. Branded notifications
7. Dynamic product ads

1. Promoted ads

Promoted ads are regular tweets shown to a bigger audience. They appear in timelines, search results, and profiles with a “Promoted” label. 

There are multiple types of promoted ads on X:

1. Image ads
2. Carousel ads
3. Text ads
4. Video ads
5. Moment ads

A. Image ads

A picture is worth a thousand words, or, in this case, a thousand clicks. Image ads let you pair eye-catching visuals with interactive elements like buttons or polls. They’re versatile, making them a great choice for driving clicks, downloads, or engagement. 

Source

Here’s a quick breakdown of the five types of image paid ads on X:

1. Standalone image ads
2. Image ads with website buttons 
3. Image ads with app buttons
4. Image ads with conversation buttons 
5. Image ads with polls

Standalone image ads 

Standalone image ads on X  are simply tweets with a single image, promoted to reach a wider audience. They’re a good way to grab attention visually and drive engagement or traffic. Because they’re just an image and text, they’re straightforward to create and manage.

Here’s what you need to know about the specs of standalone image ads: 

• You have 280 characters for your text, but links take up 23 characters each, so factor that in. 
• Use a JPEG or PNG image (GIFs won’t animate) that’s no bigger than 5MB. 
• For the image size itself, aim for 1200×1200 pixels for a square image (1:1 aspect ratio) or 1200×628 pixels for a wider image (1.91:1 aspect ratio). 
• X supports anything between a 2:1 and 1:1 ratio, but these are the recommended sizes for the best display.

Image ads with website buttons 

Image ads with website buttons combine a visual with a direct link to your site. They’re like regular image ads but with a button to drive traffic.

Here’s the breakdown of the specs of image ads with website buttons:

• You have 280 characters for your tweet copy. Remember that any link you include counts as 23 characters, leaving you with 257 for your main message.
• Use JPEG or PNG. GIFs will appear as static images.
• The maximum file size is 5MB.
• Use 800×418 pixels for a wide (1.91:1) aspect ratio or 800×800 pixels for a square (1:1) aspect ratio.
• You have 70 characters for the title that appears on the card. Keep it concise, as it may be cut off depending on the device and app settings. Only two lines of text will display fully; anything beyond that will be truncated with an ellipsis (…).
• Your website URL must start with http:// or https://.

Image ads with app buttons 

Image ads with app buttons combine a compelling image with a direct link to your app in the app store. This format is designed to drive app installs or re-engagement with existing users.

Spec-wise: your tweet text can be up to 280 characters (links use 23 each), the image must be a JPEG or PNG (max 5MB) with dimensions of 800×418 pixels (1.91:1 aspect ratio) or 800×800 pixels (1:1), the app title text on the card has a 200-character limit, and you must select one of the following call-to-action buttons: Play, Install, Open, Book, Shop, Connect, or Order.

Image ads with conversation buttons 

X image ads with conversation buttons are designed to drive engagement by prompting users to tweet a pre-written message containing a specific hashtag. 

They combine an image with a button that, when clicked, opens a “Conversation Card.” This card contains the pre-written tweet (up to 280 characters) and the hashtag (up to 21 characters, including the #). 

Clicking the card opens a tweet compose window with pre-populated text (up to 250 characters) and a headline (up to 23 characters) that users can then edit and send. 

After tweeting, users see a “Thank You Tweet” with a short message (up to 23 characters) and an optional URL (up to 23 characters). 

The initial ad itself (the “Ad Tweet”) can contain up to 280 characters of text (links use 23 characters each) and must include a JPEG or PNG image (max 5MB) with an 800×418 pixel dimension (1.91:1 aspect ratio).

Image ads with polls

Why just show when you can ask? This ad type adds a polling feature to your image, letting users vote on options directly within the ad. 

Source

You can include up to four custom poll responses, with each response capped at 25 characters. Polls run for a duration of five minutes to seven days.

Image specs for X polls remain the same as the other types (800×418 px or 800×800 px).

B. Carousel ads

Carousel ads let you swipe through up to six images or videos in one ad, perfect for showing off multiple products, telling a story, or highlighting key features. They’re an engaging way to drive traffic to your website or app, with the option to link each slide to a different destination.

Source

Carousel ads can include 2-6 slides, with images sized at 800×418 px (1.91:1) or 800×800 px (1:1), and videos at 800×450 px (16:9) or 800×800 px (1:1). All slides should maintain the same aspect ratio, and you can choose one link for the whole ad or up to six unique links for multi-destination carousels.

Carousel ads are interactive, versatile, and perfect for keeping users swiping and clicking. Use them to showcase variety or tell a bigger story without overloading your audience.

C. Text ads

Who needs visuals when your words can do the heavy lifting? Text ads on X are straightforward and blend right into the user’s timeline. They look like regular posts but help you reach a wider audience. 

These ads include all elements of a standard post, such as text, hashtags, and links. They’re great for promoting messages or links without being too flashy. 

D. Video ads

Video ads let you grab attention and share your story with engaging visuals. They’re great for showcasing products, driving website traffic, or boosting app engagement. Videos can be up to 2:20, but keeping them under 15 seconds works best.

Source

Use MP4 or MOV files under 1GB (ideally 30MB), with a frame rate of 30FPS and captions or overlays to make the message clear. Include your logo in the upper-left corner for consistent branding, and use a thumbnail that matches the video’s aspect ratio. Videos under 60 seconds will loop.

E. Moment ads

X Moments are for when you need more than a single tweet to tell your story. They’re like curated collections of tweets, allowing you to string together multiple posts, along with images and videos, into a single, promoted piece of content. 

This is perfect for diving deeper into trending topics, showcasing company news in more detail, sharing inspiring narratives, or even just curating the best related tweets and memes for your audience. Think of it as a mini-blog post or a story told directly within X.

2. X (Twitter) Takeover ads

Takeover ads are all about grabbing attention fast. They dominate prime spots on X, making them ideal for big launches or major announcements. 

There are two types: Trend Takeover Ads, which feature your topic in the Explore tab, and Timeline Takeover Ads, which appear as the first ad when users open the app.

A. Trend Takeover ads

Trend Takeover places your ad in the Explore tab, right next to trending topics, making it the center of attention where conversations start. For a more immersive feel, Trend Takeover+ adds GIFs, videos, or static images to enhance your message.

Source

Key details include a hashtag (20 characters max for Trend Takeover, 16 for Trend Takeover+), an optional description (70 or 30 characters max), and 3-6 companion ads to support the trend. Media for Trend Takeover+ must be 16:9 and under 15MB for GIFs or 5MB for images.

B. Timeline Takeover ads

Timeline Takeover makes your ad the first thing users see when they open X for the day. It’s a prime spot to grab attention and lead the conversation.

Source

Supported formats include image ads, video ads, carousel ads, X Live, promoted ads with Buttons or Polls, Branded hashtags, and notifications. Specs depend on the format, check the individual guidelines for details.

3. X (Twitter) Amplify ads

Amplify ads let you align your brand with premium video content on X; there are two main types: Pre-roll ads and Sponsorship ads.

A. Pre-roll ads

Pre-roll ads play before an organic video starts and can be skipped after six seconds. They’re matched with relevant content from premium publishers, ensuring that your ad reaches a targeted audience.

Source

For creating these ads, keep these specs in mind: videos should ideally be under 15 seconds (but can go up to 2 minutes 20 seconds), be in MP4 or MOV format, and have a maximum file size of 1GB. 

A 1:1 (square) aspect ratio is recommended, but 9:16 (vertical) also works well. Aim for a video size of at least 600×600 pixels (for square) or 640×360 (for other aspect ratios), with 1200×1200 being the ideal. 

B. Sponsporship ads

Amplify Sponsorships let you partner directly with a top publisher on X, aligning your brand with their content. This isn’t just about running ads; it’s about building a closer association. Each sponsorship is custom-made, so you’ll work with X and the publisher to create a package that fits your needs.

Source

Here are the tech specs for videos within Amplify Sponsorships: 

• Max file size is 1GB, but keep videos to 6 seconds or less if possible (max is 2:20). Use MP4 or MOV files. 
• Recommended aspect ratios are 16:9 or 1:1, depending on the publisher’s usual content. For 1:1, aim for 1200×1200 pixels (minimum 600×600). 
• For other ratios, 640×360 is the minimum. Videos taller than they are wide will be cropped to 1:1 in the feed. 
• Including a URL (starting with http:// or https://) is optional, but consistent branding is highly recommended. 
• Remember that these ads often have overlays from X and the publisher (like video previews and countdowns).

4. X Live

X Live lets you broadcast live video directly to your audience on X. It’s a way to connect in real-time and have immediate interaction. Think of it as your own live TV channel on X.

Top marketers use X Live for big events like product launches, conferences, and even watch parties. It helps maximize the impact of live content and get people talking. X even offers advice on content strategy and helps you put your live video together.

Source

For the best quality, X recommends these tech specs for your stream: Use RTMP, H.264/AVC video codec, 9Mbps video bitrate (up to 12Mbps), and AA-LC audio codec at 128bps. 

Aim for a 1280×720 resolution (up to 1920×1080) and 30fps frame rate (up to 60fps). They recommend specific keyframe intervals for OBS and Wirecast. They also list supported encoders and services like Restream, OBS, Wirecast, and others.

Your event page can have a 280-character description (now with external links!), a carousel of up to 5 videos/GIFs/photos (for an extra cost), an auto-populating hashtag, and a timeline that pulls in posts using up to 5 specific terms (like hashtags or keywords).

5. X branded hashtag

Branded hashtags let you add a custom emoji to your hashtag on X, making your brand instantly recognizable in conversations. Every time someone uses your branded hashtag, your unique emoji shows up next to it.

Source

To use branded hashtags on X:

• You can link up to five hashtags to one emoji.
• The hashtag should generally have low recent usage (under 250 mentions in the past 30 days, unless it’s overwhelmingly related to your brand).

6. X branded notifications

Branded motifications let you send automated, time-triggered messages directly to users who opt in. This allows for scaled, one-on-one communication via @mentions. 

Source

Set up through a third-party platform called Arrow, these notifications come in three formats: Scheduled (one initial and one later message), Subscription (one initial and multiple later messages), and Instant (just one initial message). 

Branded notifications require a verified X account and user opt-in. They’re currently available to managed advertisers in the US and Canada and globally via X Next. You’ll need to grant Arrow access to your X account. 

While X Ads Manager provides full metrics for the initial opt-in message, reporting is more limited for subsequent notifications. 

7. X dynamic product ads

Want to boost sales and reach new customers on X? Dynamic Product Ads (DPAs) can help. DPAs automatically show relevant products from your catalog to potential customers on X. 

This is a great way to retarget people who have already shown interest in your products (like adding something to their cart but not buying) and reach new customers who might be interested based on their browsing habits.

Source

Here’s what you need to get started with dynamic product ads:

1. Set up tracking on your website using the X Pixel or Conversion API to track key events like product views, adds to cart, and purchases.
2. Create a product catalog on X Shopping Manager. You can upload your product information and keep it updated daily or even multiple times a day.
3. Configure your DPA campaign. You can target specific audiences based on past behavior or use a wider net to reach new customers.

How to advertise on Twitter: Setting up a X (Twitter) ad campaign

These are the steps you need to follow to advertise on your X (Twitter) account:

1. Create a X (Twitter) ads account
2. Choose an advertising objective
3. Define your target audience
4. Set a clear budget
5. Launch the ads

1. Create a X (Twitter) Ads account

Start by going to ads.twitter.com.

If you’ve never used X Ads, you’ll go through a setup process:

• Confirm your country and time zone.
• Accept X’s advertising terms.
• Optionally provide business information (recommended).
• Set up payment info: Add a payment method (usually a credit/debit card). You won’t be charged until you launch a campaign.

If you already have an X Ads account, going to the ads page while logged in will take you to your Ads dashboard.

2. Choose an advertising objective

The success of your X (Twitter) ad campaign starts with selecting the right objective. Your objective guides the setup of your campaign and determines how X optimizes your ads. 

X categorizes campaign objectives into three main types: awareness, consideration, and conversion.

A. Awareness

 If your goal is to reach as many people as possible, choose the awareness objective. This is ideal for building brand recognition or promoting a product launch. 

Your ads will focus on maximizing impressions, ensuring they’re seen by a broad audience.

B. Consideration

For campaigns aimed at engaging your audience, the consideration objective is a great choice. 

This includes driving website traffic, app installs, or tweet interactions (likes, replies, and retweets). It’s perfect for encouraging users to take action or learn more about your brand.

C. Conversion

When your focus is on driving specific actions, like making a purchase or signing up for a service, choose the conversion objective. This option helps optimize your ads for measurable outcomes and is best for businesses ready to turn interest into results.

3. Define your target audience

Reaching the right people is essential for a successful X (Twitter) ad campaign. X offers several targeting options to help you connect with users who are most likely to engage with your content.

Start by defining the characteristics of your ideal audience, such as location, age, gender, and language. 

From there, you can refine your targeting using advanced features:

A. Target by conversation

Reach users based on the topics and hashtags they engage with. For example, if your campaign focuses on fitness, you can target users interacting with discussions around #FitnessTips or #WorkoutMotivation.

B. Target by followers

Use this option to target followers of specific accounts related to your niche or competitors. This approach helps you tap into an audience already interested in similar products or services.

C. Target by events

This feature lets you show ads to people interested in or attending specific events. X groups events into categories (like “Sports” or “Conferences”), allowing you to target people interested in those general areas. 

You can also target people who’ve tweeted about, interacted with content about, or indicated they’re attending a specific event. 

4. Set a clear budget

Start by deciding whether you want to use a daily budget or a total campaign budget. A daily budget controls how much you spend per day, making it easier to distribute your funds over time. A total budget caps the overall amount for the entire campaign, which can be helpful if you want to manage your spending at a broader level.

Once you’ve set your budget, choose a bidding strategy. Automatic bidding is the simpler option, allowing X to optimize your bids for the best results within your budget. 

If you prefer more control, manual bidding lets you set the maximum amount you’re willing to pay for specific actions like clicks or impressions. 

No matter which method you choose, regularly check your campaign performance and adjust your budget or bids as needed to ensure you’re getting the best value for your investment.

5. Launch the ads

Once you’ve completed all the above steps, you can launch your campaign. After launching, continue to monitor performance and make adjustments as needed.

X (Twitter) advertising strategies

To get the most out of your X ad campaigns, focus on choosing the right formats, creating strong visuals, and optimizing your approach. 

Here are 9 quick advertising strategies for X ad placements:

1. Choose the right X (Twitter) ad formats
2. Write effective ad copy
3. Keep video content under 15 seconds
4. Use high-quality visuals
5. Include a clear call to action
6. Optimize for mobile
7. Use X (Twitter) Ads Manager
8. A/B test your ad campaign
9. Adjust your targeting and budget

1. Choose the right X (Twitter) ad formats

When it comes to X (Twitter) ads, the first important step is picking the right format. The different formats are listed above, and each has a different purpose. Choose the one that best fits what you’re trying to achieve with your ad campaign.

2. Write effective ad copy

Write ad copy that’s short, punchy, and grabs attention. Use strong verbs and clear, concise language. Include relevant hashtags to improve discoverability, but don’t stuff them in.

Make sure the tone and style of your copy match your brand’s voice. Tell people what you’re offering or what’s happening, but be direct and get to the point quickly—people scroll fast.

For example, instead of: “Check out our new line of organic dog treats, they’re made with all-natural ingredients and your furry friend will absolutely love them, available now on our website,” try something like: “New! Organic dog treats your pup will devour. All-natural ingredients. Shop now!”

3. Keep video content under 15 seconds

Keep your videos short and sweet. Aim for under 15 seconds if possible. People on X scroll through their feeds quickly, so shorter videos have a much better chance of being watched to completion. 

If your message absolutely requires more time, try to hook viewers in the first few seconds to keep them engaged.

4. Use high-quality visuals

Strong visuals catch attention on X. Use sharp, clear images that match your message and avoid clutter. Keep branding consistent with your logo or colors to build recognition. Simple, high-quality visuals help your ad stand out and leave a lasting impression.