Elon Musk’s X makes it easy for advertisers to bring their creative campaigns from other social media sites to its platform.
On Thursday, the company rolled out an expanded set of aspect ratio support for both image and video ads, meaning advertisers can now reuse content they’ve created for other platforms without having to reformat, crop or rebuild their assets.
While AI helps advertisers automate the process of resizing creative assets for different platforms, it’s easier if advertisers don’t have to go through this extra step at all.
So, X now allows advertisers to upload the same assets they use elsewhere on social media to its own X Ads Manager via Media Studio or its Campaign Form.
The change signals the continued importance of X’s ad business, which has been in decline since Musk bought the company, then known as Twitter. While ad sales improved under former CEO Linda Yaccarino, 2025 revenue were even lower than it was before the Musk acquisition.
According to of eMarketer forecast last May, X’s ad business was expected to start to revive sometime last year, which Bloomberg confirmed, but would remain half the size it was before the sale.
X says new aspect ratios now supported include 4:5 (1440 x 1800 pixels) and 2:3 (1080 x 1620 pixels). The company already supports other formats such as 1:1 (1080 × 1080 pixels), 16:9 (1920 × 1080 pixels), 9:16 (1080 × 1920 pixels) and 1.91:1 (2064 × 1080 pixels).
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“We are committed to enabling advertisers to achieve their performance goals with greater ease and impact,” Monique Pintarelli, head of global advertising at xAI, said in a statement. (xAI acquired X last year.)
“With full aspect ratio support, brands can now reuse creatives directly in X—eliminating refactoring, duplication or compromise—while unlocking faster testing, brand consistency and increased reach to our real-time, highly engaged audiences for superior results,” he added.
