X Simplifies Ad Campaigns With Expanded Creative Formats

X is streamlining its advertising workflow, allowing brands to launch campaigns using existing assets from other social media platforms. The company announced on Thursday an expansion of its supported aspect ratios for both video and image advertisements, effectively removing the need for manual cropping or rebuilding of campaign materials.

Advertisers can now upload their creative assets directly into the X Ads Manager via Media Studio or the platform’s Campaign Form. By eliminating the requirement to reformat content, the update aims to reduce the friction often associated with cross-platform advertising, bypassing the need for AI-driven resizing tools.

New Technical Specifications

The platform has officially added support for the following aspect ratios:

• 4:5: 1440 x 1800 pixels
• 2:3: 1080 x 1620 pixels

These additions complement the existing format library, which already included 1:1 (1080 x 1080), 16:9 (1920 x 1080), 9:16 (1080 x 1920), and 1.91:1 (2064 x 1080).

Strategic Focus on Ad Revenue

This update arrives as X continues efforts to stabilize its advertising business following a period of decline post-acquisition. While current leadership has seen improvements in sales, eMarketer data and Bloomberg reports indicate that 2025 revenues remain significantly lower than the company’s pre-acquisition levels.

Monique Pintarelli, head of global advertising at xAI—the entity that acquired X last year—stated that the move is designed to help brands achieve performance goals with greater efficiency.

“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,” Pintarelli said.