X Restricts Emoji Use in Promoted Posts

07/21/25
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of X’s New Emoji and Hashtag Restrictions in Ads

X has introduced a policy limiting ads to only one emoji, alongside the previous ban on hashtags in promoted posts. Ads containing more than one emoji will receive a lower quality score and possibly incur higher costs. Exceptions apply only to promotions in Japan and Korea. These restrictions come despite X’s ongoing challenges in regaining ad revenue, raising questions about the impact on advertiser success.

Optimixed’s Overview: How X’s Stricter Emoji and Hashtag Rules Could Affect Your Ad Strategy

Background on X’s Recent Advertising Changes

Following the ban on hashtags in promoted posts, X has now implemented new limits on the use of emojis in ads. Specifically, ads featuring more than one emoji in their copy or creative elements will be penalized with lower quality scores and potentially higher pricing. This move reflects the platform’s effort to control the aesthetic appearance of ads, although the exact rationale remains ambiguous.

Key Details and Exceptions

  • Emoji Limit: Only one emoji allowed per ad to avoid penalties.
  • Hashtag Ban: Continues to apply in promoted posts.
  • Exceptions: Ads targeted in Japan and Korea are exempt from the emoji restrictions.

Potential Implications for Advertisers

Despite X facing a significant drop in U.S. ad sales—down nearly 60% compared to pre-Elon times—the platform is tightening ad content rules. This could:

  • Limit creative expression by advertisers who have previously found success using multiple emojis or hashtags.
  • Impact ad reach and resonance negatively if advertisers do not adapt strategies.
  • Possibly improve ad aesthetics, but at the risk of alienating advertisers relying on emoji engagement.

What Advertisers Should Consider

Advertisers planning to run campaigns on X should now:

  • Review ad content to ensure no more than one emoji is included.
  • Avoid hashtags in promoted posts to comply with platform policies.
  • Monitor ad performance closely to assess the impact of these new restrictions.

Ultimately, while these changes may be designed to streamline ad presentation, the full effect on ad performance and platform revenue remains to be seen.