Expanded Aspect Ratio Support for Image and Video Ads on X
If you’ve ever run ad campaigns across multiple social platforms, you know the drill. Resize. Crop. Rebuild. Tweak. And then do it all over again for the next channel. It’s exhausting—and expensive.
X is trying to remove that friction.
The platform now supports additional aspect ratios for both image and video ads, making it possible for advertisers to upload the same creative assets they’re already using elsewhere. No reformatting. No rebuilding from scratch. Just upload and go.
Newly supported aspect ratios include:
- 4:5 (1440 x 1800 pixels)
- 2:3 (1080 x 1620 pixels)
These join existing supported formats:
- 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)
Here’s what that really means: if a brand has already built high-performing creatives for platforms like Instagram, Facebook, or other social networks, those assets can now be reused directly inside X Ads Manager—either through Media Studio or the Campaign Form.
And that’s not a small thing. Creative production is one of the biggest time sinks in digital advertising. Cutting that step out? It lowers the barrier to spending on X.
How Reusing Social Media Creatives Reduces Advertising Friction
Let’s be honest. Even with AI tools that can automatically resize content, it’s still one more step. One more place where something can break. One more thing for a performance marketer to double-check before launch.
By supporting more native aspect ratios, X is removing the “translation layer” between platforms.
Instead of:
- Reformatting creative files
- Duplicating assets
- Adjusting layouts to avoid awkward crops
- Testing for platform-specific distortion
Advertisers can now bring over existing campaigns without compromise.
According to X’s advertising leadership, this expanded aspect ratio support is designed to:
- Eliminate duplication and reformatting
- Enable faster creative testing
- Maintain brand consistency across platforms
- Unlock incremental reach with X’s real-time audience
And from a performance marketing perspective, speed matters. The faster you can test, the faster you can scale—or pivot.
X’s Ad Business Recovery Strategy After Revenue Declines
This move isn’t happening in a vacuum.
X’s advertising business saw significant declines after Elon Musk acquired the company (then Twitter). While ad sales improved under former CEO Linda Yaccarino, overall revenues in 2025 remained lower than they were before the acquisition.
Industry forecasts suggested that X’s ad business was beginning to revitalize, with higher sales reported amid ongoing restructuring. But projections also indicated that revenue would remain roughly half of what it had been prior to the sale.
So this expanded creative support? It’s part of a broader effort to rebuild advertiser confidence.
And when you think about it, reducing creative friction is a practical, strategic lever. If brands already have campaigns running elsewhere, making X compatible with those formats lowers resistance to entry. It makes testing on X feel less risky—and less resource-intensive.
Integration with X Ads Manager and Media Studio
The operational side matters, too.
Advertisers can upload existing creative assets directly through:
- X Ads Manager
- Media Studio
- Campaign Form workflows
That’s important because it keeps the process inside familiar tools. No new platform learning curve. No complex migration process.
The message from X’s leadership is clear: empower advertisers to hit performance goals with greater ease and impact. By enabling full aspect ratio support, brands can repurpose creatives directly on X while maintaining consistency across channels.
And consistency matters. Especially for large brands running omnichannel campaigns where visual alignment reinforces recognition and trust.
The Strategic Importance of Brand Consistency and Faster Testing
There’s another layer here—beyond just convenience.
When brands maintain consistent creative across platforms, they reinforce memory structures. The same visuals. The same messaging. The same tone. Over and over again.
Fragmented formats can disrupt that.
With expanded aspect ratio support, brands can:
- Preserve original design intent
- Maintain visual hierarchy
- Keep messaging intact
- Accelerate A/B testing cycles
And faster testing often leads to faster optimization. Which, in paid media, is everything.
For advertisers weighing where to allocate budgets, frictionless creative deployment can be the difference between “let’s try it” and “maybe next quarter.”
X Under xAI Ownership and Its Advertising Focus
It’s also worth noting that X was acquired by xAI. Leadership has emphasized a commitment to empowering advertisers and improving campaign performance outcomes.
The platform positions its audience as highly engaged and real-time—a key selling point for brands that want to tap into cultural moments as they happen.
By combining that real-time engagement with easier creative reuse, X is clearly signaling that advertising remains central to its growth strategy.
This isn’t just a technical update. It’s a business statement.
