X expands ad aspect ratio support to simplify cross-platform campaigns

On Thursday, X launched an expanded set of aspect ratio support for both image and video ads. The update makes it easier for advertisers to bring their creative campaigns from other social sites directly to its platform. By expanding these formatting options, X allows brands to reuse the creative assets they have already developed for other social media networks, eliminating the need to manually reformat, crop, or rebuild their existing materials.

Advertisers can now upload these assets directly to X Ads Manager using either Media Studio or the platform’s Campaign Form. The update introduces support for two new specific aspect ratios:

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

These newly supported formats join the platform’s existing suite of aspect ratios, which includes:

• 1:1 (1080 × 1080 pixels)
• 16:9 (1920 × 1080 pixels)
• 9:16 (1080 × 1920 pixels)
• 1.91:1 (2064 × 1080 pixels)

The company positioned the update as a way to streamline operations for marketing teams. “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,” said Monique Pintarelli, who serves as the head of global advertising at xAI, the parent company of X. Pintarelli added that the company remains committed to empowering advertisers to hit their performance goals with greater ease and impact.

This formatting update comes as X continues its efforts to revitalize its core advertising business, which suffered declines after the company was acquired by Elon Musk. While advertising sales experienced some improvements during the tenure of former CEO Linda Yaccarino, the company’s 2025 revenues were still lower than they were prior to Musk’s acquisition. According to a market forecast released last May by research firm eMarketer, X’s ad business was expected to start revitalizing sometime last year. While media outlet Bloomberg confirmed this trend, the platform’s advertising business has struggled to return to its historical revenue levels.

Why it matters

The update highlights X’s ongoing effort to stabilize its advertising business, which has struggled to return to pre-acquisition revenue levels. By lowering the technical barriers for cross-platform campaigns, the company hopes to make its platform a more frictionless destination for brand spend.