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X (Twitter) resource guide

X (Twitter) ad specs for image, video and carousel ads

Every X (Twitter) ad spec in one place: image and video sizes, file limits, vertical video and carousel rules, and the character limits for posts and cards, plus the checks we run before an X campaign goes live.

Specs checked 3 October 2026 against X Ads creative specs

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1200 × 1200 px1:1 · PNG or JPEG · 5 MB max

Your post copy, with the key line firstPost copy · 280 max, 257 with a link

Your website card headlineCard headline · 70 max, 50 to avoid truncation

Post copy
280 characters
Image file
5 MB max
Standard video length
Up to 2:20
Carousel cards
2 to 6

Creative specs

X ad specs by format

X Promoted Ads come as text, image, video, vertical video and carousel ads, with Dynamic Product Ads for catalogues. Each format has its own sizes and copy limits, and image and video sizes change when you add a website card or app button.

01Image Ads

A single image with post copy. Add a website card for site traffic or an app button for installs.

File
PNG or JPEG recommended; BMP and TIFF are not accepted
File size
5 MB max
Standalone size
1200 × 1200 px (1:1) or 1200 × 628 px (1.91:1)
With website card or app button
800 × 800 px (1:1) or 800 × 418 px (1.91:1)
Ratios
1:1, 1.91:1, 16:9, 9:16, 4:5 and 2:3
Website card headline
70 characters max, 50 to avoid truncation
App button
App title comes from the store, cut at 200 characters
GIFs
Show as a static image

02Video Ads

A video with post copy that can drive site visits, installs or engagement, with an optional website card or app button.

File
MP4 or MOV, 1 GB max, under 30 MB strongly recommended
Length
15 seconds or less recommended, up to 2:20
Longer videos
Select advertisers can request up to 10 minutes
Standalone size
1920 × 1080 px (16:9) or 1200 × 1200 px (1:1)
With website card or app button
800 × 450 px (16:9) or 800 × 800 px (1:1)
Bitrate
6,000k recommended for 1080p, 5,000k for 720p
Frame rate and codecs
29.97 or 30 FPS (up to 60), H264 video, AAC LC audio
Thumbnail
PNG or JPEG, 5 MB max

03Vertical Video Ads

Full-screen, sound-on video in X's Immersive Media Viewer, opened from the Video tab or by tapping into a video and swiping up.

Ratio
9:16 recommended; other X ratios also run
Resolution
720 × 1280 px min, 1080 × 1920 px max
Length
Under 15 seconds recommended, up to 2:20
Frame rate
60 fps max
Bitrate
5 to 10 Mbps target, 25 Mbps max
Codecs
H264 with 4:2:0 colour space, AAC LC audio
CTA button
Shows after 1 second of viewing
Setup
Video views objective with Media Viewer as the only placement

04Carousel Ads

Two to six swipeable images or videos in one ad, sending people to a website or an app.

Cards
2 to 6 images or videos; you can mix both
Image cards
800 × 418 px (1.91:1) or 800 × 800 px (1:1)
Video cards
800 × 450 px (16:9) or 800 × 800 px (1:1)
Ratio
One ratio across the whole carousel
Destinations
One web or app destination, or up to 6 web destinations
Card headline
70 characters, 50 to avoid truncation
Post copy
Stays the same on every card
Mixed media
Not supported for the Video views objective

05Dynamic Product Ads

Catalogue-driven ads that show people products they viewed, or products new customers are likely to want.

Tracking
Latest X Pixel or Conversion API
Events
Page View, Content View, Add to Cart and Purchase, with contents parameters
Catalogue
Up to 1M products or an 8 GB feed file in X Shopping Manager
Feed updates
Scheduled feeds, daily or several times a day
Objectives
Conversions (recommended) or Website Traffic
Retargeting
Needs Catalog Activity Audiences

Character limits

X character limits at a glance

Post copy is 280 characters on every format, and each link takes 23 of them. Card headlines run to 70 characters, but 50 is safer on small screens.

X character limits at a glance
FormatPost copyHeadlineOther copy
Text Ads280, or 257 with a linkNoneNone
Image or video with website card28070 maxKeep image card headlines to 50 to avoid truncation
Image or video with app button280App title from the store, cut at 200CTA: Install, Open, Play, Shop, Book, Connect or Order
Carousel Ads280, the same on every card70 per card, 50 recommendedUp to 6 web destinations

Creative testing

What to test in X creative

Treat these as test ideas, not rules. Several come from X's own creative guidance, but results depend on your audience, offer and landing page.

Video tests

  1. Length

    X recommends 15 seconds or less. Test a short cut against a longer version up to 2:20.

  2. The three second mark

    For vertical video, X suggests putting your most important visual at three seconds. Test logo, product or slogan there.

  3. Captions

    X strongly recommends captions or text overlays. Test burned-in captions against a clean edit.

  4. Persistent logo

    X suggests a logo that stays in the upper left corner. Test it against an end card only.

  5. Vertical against square

    Test a 9:16 edit in the Media Viewer against a 1:1 cut in the timeline.

Image and carousel tests

  1. Taller images

    X now supports 4:5 and 2:3 images. Test a taller image against 1.91:1 in the timeline.

  2. Story order

    X suggests carousels with a beginning, middle and end. Test a narrative sequence against a product line-up.

  3. Audience fit

    X suggests product shots for people who visited product pages and broader imagery for prospects. Test both.

  4. One link or many

    Test a single-destination carousel against one with its own headline and URL per card.

  5. Headline length

    Test a card headline under 50 characters against a longer one to see how truncation affects clicks.

Before launch

Eight checks before an X campaign goes live

  1. Confirm access

    X notes that not every format is open to self-serve advertisers. Check the format before you build.

  2. Count the link

    Each link uses 23 of the 280 characters, which leaves 257 for your copy.

  3. Keep files light

    Video can reach 1 GB, but X strongly recommends under 30 MB. Images stop at 5 MB.

  4. Export to spec

    Use H264 video and AAC LC audio at 29.97 or 30 FPS, with a 6,000k bitrate for 1080p.

  5. Use one ratio per carousel

    Carousels cannot mix ratios, even when you combine images and video.

  6. Proof carousels first

    A published carousel cannot be edited, so check every card, headline and URL before it goes live.

  7. Plan for overlays

    In the vertical viewer, overlays sit on screen for the first two seconds and the CTA appears after one second.

  8. Fire the right events

    Dynamic Product Ads need Page View, Content View, Add to Cart and Purchase events, with contents parameters.

FAQ

X (Twitter) ad specs, answered

Short answers to the questions we hear most when teams prepare X (Twitter) creative.

What size should X image ads be?

1200 × 1200 px for 1:1 or 1200 × 628 px for 1.91:1 are X's recommended sizes for standalone image ads, in PNG or JPEG up to 5 MB. Image ads with a website card or app button use 800 × 800 or 800 × 418 px, and X also supports 4:5, 2:3, 16:9 and 9:16.

What are the X video ad specs?

MP4 or MOV files up to 1 GB, with under 30 MB strongly recommended, and 15 seconds or less recommended. Standalone videos are recommended at 1920 × 1080 px for 16:9 or 1200 × 1200 px for 1:1, at 29.97 or 30 FPS.

How long can an X video ad be?

2 minutes 20 seconds for most advertisers, with 15 seconds or less recommended. Select advertisers can request up to 10 minutes, and X advises 9:55 to allow for differences between files. Videos under 60 seconds loop.

What is the X ad character limit?

280 characters of post copy, and each link uses 23 of them, which leaves 257. Website card headlines allow 70 characters, and 50 or fewer avoids truncation on most devices.

What are the X vertical video ad specs?

9:16 video between 720 × 1280 and 1080 × 1920 px, under 15 seconds recommended and up to 2:20, at up to 60 fps. Target 5 to 10 Mbps with a 25 Mbps maximum, and expect the CTA button after 1 second.

How many cards can an X carousel have?

2 to 6 images or videos, which you can mix if they share one aspect ratio. A carousel can send people to one web or app destination, or to up to 6 web destinations.

What do X Dynamic Product Ads need?

A catalogue of up to 1M products or an 8 GB feed file in X Shopping Manager, plus the X Pixel or Conversion API tracking Page View, Content View, Add to Cart and Purchase. Run them under the Conversions or Website Traffic objective.

Sources. Specs checked on 3 October 2026 against X Ads creative specs, X Vertical Video Ads, X Carousel Ads. Platforms update specs often, so confirm them in the ad manager before you upload.

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