X adds two aspect ratio options for in-stream ads

02/26/26
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of X Expands Visual Options for Ads with New Aspect Ratios

X has introduced two new ad aspect ratios, 4:5 and 2:3, enhancing flexibility for marketers in their in-stream promotions. These formats allow advertisers to reuse creatives from other platforms without additional editing. The update aims to attract more advertisers as X’s ad revenue has declined post-rebranding despite growing subscription income. This move could simplify multi-platform advertising and boost campaign experimentation on X.

Optimixed’s Overview: Enhancing Advertiser Appeal with Expanded Visual Ad Formats on X

New Aspect Ratios to Boost Ad Flexibility and Brand Alignment

X has expanded its advertising toolkit by adding 4:5 and 2:3 aspect ratio options for in-feed ads, complementing existing formats like 1:1, 16:9, 9:16, and 1.91:1. These new options offer more compact display styles popularized by other social media apps, enabling brands to create more visually distinctive promotions that better match their branding.

Benefits for Advertisers

  • Creative Asset Reuse: Advertisers can upload existing creatives directly via X Ads Manager without needing to crop or reformat, saving time and resources.
  • Enhanced Campaign Versatility: Multiple aspect ratios allow ads to fit seamlessly within different post layouts, increasing engagement opportunities.
  • Encouragement for Platform Adoption: By simplifying ad creation and diversification, X aims to attract more advertisers to experiment and invest in its ad ecosystem.

Strategic Context and Revenue Insights

Despite recent structural changes and mergers involving xAI and SpaceX, X’s ad revenue has decreased compared to pre-Musk acquisition figures. The company reported a projected $2.9 billion in 2025 revenue, reflecting a 10% increase from 2024 but still below Twitter’s $4.4 billion in 2022. Meanwhile, subscription services like X Premium have reached a $1 billion annual run rate, indicating a shift in revenue streams.

With these new ad formats, X is positioning itself to regain advertiser interest and grow its ad business, aiming to become financially sustainable through increased campaign activity and platform diversification.