X tries wooing advertisers by letting them reuse creatives made for other platforms
Source: TechCrunch
Image Credits: TechCrunch
Reusing Creative Assets
- Advertisers can now upload the same assets they use elsewhere on social media to X Ads Manager via Media Studio or the Campaign Form.
- While AI tools have helped automate resizing, X’s new support removes the need for that extra step entirely.
Context for X’s Ad Business
- X’s ad revenue declined after Musk’s acquisition of Twitter.
- Under former CEO Linda Yaccarino, ad sales improved, but 2025 revenues were still lower than pre‑acquisition levels (TechCrunch article; eMarketer forecast).
- eMarketer had forecast a revitalization of X’s ad business last year, which Bloomberg later confirmed, though the business would remain about half the size it was before the sale (Bloomberg report).
New Aspect‑Ratio Support
X now supports the following aspect ratios for image and video ads:
| Aspect Ratio | Pixels |
|---|---|
| 4:5 | 1440 × 1800 |
| 2:3 | 1080 × 1620 |
| 1:1 | 1080 × 1080 |
| 16:9 | 1920 × 1080 |
| 9:16 | 1080 × 1920 |
| 1.91:1 | 2064 × 1080 |
These additions enable brands to repurpose creatives directly on X, eliminating reformatting, duplication, or compromise, and allowing faster testing, brand consistency, and incremental reach among X’s highly engaged, real‑time audience.
Statement from XAI
“We’re committed to empowering advertisers to hit their performance goals with greater ease and impact,” said Monique Pintarelli, head of global advertising at xAI, in a statement. (xAI acquired X last year – see the TechCrunch acquisition article.)
“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.”