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X/Twitter Advertising

All X/Twitter Ads Types: Specs, Pro & Cons, and When to Use [2024]

June 18, 2024

Are you considering advertising on X/Twitter? You are thinking in the right direction, as X/Twitter ads have the potential to reach 544.5 million people. In this article, let’s explore all X/Twitter Ads types and how to choose the right ad types for your businesses.

Table of Contents

All X/Twitter Ads Types You Need to Know

Let’s unlock the potential of the various X/Twitter ads types at your disposal. Each format boasts unique strengths, allowing you to tailor your message for maximum impact.

#1. Promoted Ads

Promoted Ads are the backbone of X/Twitter’s advertising platform, offering a diverse arsenal for crafting targeted campaigns. Let’s delve deeper into the various media formats within Promoted Ads, exploring their strengths, weaknesses, and ideal use cases:

Image Ads

Image Ads allow advertisers to showcase their products or services using a single photo. Image Ads are ideal for businesses wanting to showcase product visuals, using eye-catching graphics.

Ad specifications:

Tweet copy: 280 characters
File size: Up to 5 MB
File type: PNG or JPEG
Recommended Image size for Standalone Image Ads: 1200 x 1200 pixels for an aspect ratio of 1:1 and 1200 x 628 pixels for an aspect ratio of 1.91:1.
Recommended Image size with Buttons and Polls: 800 x 418 pixels for an aspect ratio of 1.91:1 and 800X800 for a 1:1 aspect ratio.

Strengths:

Simple to create.
Visually appealing.
Grab immediate attention.
Effectively convey your brand message.

Weaknesses:

Since Image Ads rely solely on visuals, they might not provide sufficient space for detailed information or call-to-action.

Video Ads

Video Ads help bring products or services to life by using engaging videos. They are suitable when you want to showcase product demos, tutorials, customer testimonials, or evoke emotions with a compelling brand story.

Ad specifications:

Tweet copy: 280 characters
File size: 1 GB. For optimal performance, the recommended file size is below 30 MB.
File type: MP4 or MOV
Video length: 2 minutes 20 seconds, but the recommended size is up to 15 seconds.
Thumbnail file type: PNG or JPEG
Maximum thumbnail file size: 5 MB
Recommended video size for standalone video ads: 1200 x 1200 pixels for an aspect ratio of 1:1 and 1920 x 1080 pixels for an aspect ratio of 16:9.
Recommended video size with buttons and polls: 800 x 450 pixels for an aspect ratio of 16:9 and 800 x 800 pixels for a 1:1 aspect ratio.

Strengths:

Highly engaging.
Allow for detailed demonstrations.
Tap into user preference for video content.

Weaknesses:

Require video production resources.
More expensive to create compared to image ads.

Carousel Ads

Carousel Ads allow advertisers to showcase multiple products or promotions using up to six horizontally swipeable images or videos.

They are ideal ads when you want to highlight a range of offerings, tell a story through a sequence of visuals, or create a visual product catalog.

Ad specifications:

Number of slides: 2-6 (images or videos)
Recommended size for image: 800 x 418 pixels for an aspect ratio of 1.91:1 and 800 x 800 pixels for a 1:1 aspect ratio.
Recommended size for video: 800 x 450 pixels for an aspect ratio of 16:9 and 800 x 800 pixels for a 1:1 aspect ratio.
Aspect ratio for mixed media in carousels: The aspect ratio should be consistent when using different media formats. Therefore, you should choose a 1:1 aspect ratio for the video for a 1:1 image asset.

Strengths:

Allow advertisers to showcase multiple products or features within a single ad unit.
Allow users to interact with different images or videos without leaving the ad.
Design to ensure a cohesive and engaging experience.

Weaknesses:

Require careful planning.
Uses might not swipe through all the carousel cards, potentially missing some of the content.

Text Ads

Simple text-based ads that resemble organic Tweets, featuring a headline, body text, and a call to action. They expand the reach of your posts beyond your followers to your desired target audience. Text Ads can be useful when you want to promote website content, special offers, or quick announcements.

Ad specifications:

The copy for Text Ads is 280 characters. Remember that each link used reduces the character count by 23 characters, electing 257 characters for X copy.

Strengths:

Cost-effective.
Feel native within the Twitter feed.
Allow for clear and concise messaging.

Weaknesses:

Limited creative space, may struggle to stand out compared to visual ads.
Require strong copywriting for impact.

#2. Vertical Video Ads

Vertical Video Ads are full-screen, sound-on ads that take advantage of the fastest-growing surface on the platform, accounting for approximately 20% of daily total time spent on X/Twitter. These ads are designed to be viewed vertically, providing a more immersive experience for users.

Furthermore, vertical video ads allow you to include a call-to-action button that appears after the viewer has watched one second of your ad. This button serves as a direct link to drive users to your website or app, enabling you to generate traffic and conversions.

Vertical video ads are ideal when you want to create a visually captivating and attention-grabbing ad experience. They are particularly effective in delivering your message in a full-screen view, ensuring that your product and brand are front and center.

Strengths:

Offer full-screen viewability and sound-on playback by default.
Provide an opportunity to capture users’ attention and convey your message effectively.
Highly engaging, with users being 7 times more likely to follow, repost, like, and click on the URLs compared to the same ads on the Home Timeline.

Weaknesses:

Require careful planning and execution.
Require additional resources and expertise.

#3. X/Twitter Amplify

X/Twitter Amplify isn’t a single ad format, but rather a powerful platform extension that allows you to amplify your video ads by aligning them with premium video content from highly relevant publishers. It allows advertisers to align their ads with premium video content from the most relevant publishers. Amplify offerings are broken out into two ad formats:

Amplify Pre-roll

Place your video ad before premium video content from relevant publishers, allowing advertisers to select from 15+ content categories to determine the videos their ad will be served on. This ad format allows you to reaching new audiences, promote new products or services, and drive website traffic or app downloads.

Ad specifications:

File size: 1GB
Video length: Recommended 15 seconds or less (maximum length is 2 minutes and 20 seconds)
File types: MP4 or MOV
Video aspect ratio: 1:1 is recommended as it will always render as square on desktop and mobile, timeline, and profile
Recommended video size: 1200 x 1200 (minimum for 1:1 is 600 x 600)

Strengths:

Reach users already interested in related content.
Broaden your audience reach beyond your existing followers.
Increase engagement potential.

Weaknesses:

Less control compared to standard ads.
Sponsorships are not available to self-serve advertisers at this time.

Amplify Sponsorships

Exclusive video ad placement within a single publisher’s content during a predefined timeframe. Amplify Sponsorships offer a unique opportunity for brands to create high-impact brand awareness campaigns.

Ad specifications:

File size: Max 1 GB
Video length: 6 seconds or less (maximum length is 2 minutes and 20 seconds)
File type: MP4 or MOV
Aspect ratio: 16 x 9 or 1×1 recommended, dependent on publisher content
Recommended video size: 1200 x 1200 pixels (minimum for 1:1 is 600 x 600)

Strengths:

Ensures your message receives undivided attention.
Partner with a publisher whose audience perfectly aligns with your target demographic.
Enhanced brand association through a strategic partnership.

Weaknesses:

Amplify Sponsorships typically come with a premium price tag.
Not available for self-serve advertising, requiring contact with a Twitter sales representative.

#4. X/Twitter Takeovers

X/Twitter Takeovers are the ultimate powerhouse within the Twitter advertising landscape. Designed for maximum reach and impact, these premium placements dominate user experiences across desktop and mobile, propelling your brand to the forefront of the Twitter conversation. Twitter Takeovers include 2 ad types;

Timeline Takeover

The coveted first ad slot on the user’s timeline ensures your message is the very first thing users see when they open the X/Twitter app. You should use Timeline Takeover to ensure your brand takes center stage the moment users open the app. Your message is guaranteed to be seen by a massive audience, too.

Ad specifications:

The specs for a Timeline Takeover placement will depend on the format used. Supported formats are Image Ads, Video Ads, Carousel Ads, Promoted Ads with Conversation Buttons and Polls, Branded Hashtags, and Branded Notifications.

Strengths:

Gain maximum brand exposure with the prime placement at the top of the conversation.
Seize user attention before they scroll through their feed, maximizing the likelihood of your message being seen.
Establish your brand as a thought leader or trendsetter by occupying the top spot on the Timeline.

Weaknesses:

Not suitable for all budgets
Not ideal for complex storytelling or in-depth product demonstrations.

Trend Takeover

Dominate the Explore tab, placing your immersive video creative alongside trending topics where conversations ignite and discoveries are made. You should use this ad type when want to boost brand awareness during trending events, and create a sense of community.

Ad specifications:

File types: 6-second looping GIF, MP4, or image
Aspect ratio: 16:9 (for both GIF and images)
File size: 5MB for image, 15MB for GIF
Trend hashtag: Max 16 characters
Trend description: Max 30 characters

Strengths:

Tap into the power of trending topics to gain maximum visibility and amplify your message.
Position your brand at the heart of trending discussions, fostering user interaction and brand buzz.
Utilize captivating video content to create a truly immersive experience for users exploring trending topics.

Weaknesses:

Have to share space with other trending topics and ads.
Trending topics are inherently fleeting.
Success hinges on selecting the right trending topic.

#5. X/Twitter Live

X/Twitter Live ads are a unique advertising format that lets you promote your live streams directly on the platform. This elevates your live content beyond organic reach, ensuring it gets seen by a wider audience.

This ad format is useful for:

Businesses want to create buzz and anticipation beforehand for a new product campaign, driving viewers to tune in a live virtual conference.
Live Q&A sessions, watch parties, or behind-the-scenes glimpses.
Livestream a fashion show, product demonstration, or exclusive interview.

Strengths:

The live format fosters interaction and conversation with your audience.
Leverage X/Twitter’s advanced targeting options to ensure your live stream reaches the users most likely to be interested.
Live video offers a glimpse behind the scenes and a more personal touch compared to pre-recorded content.

Weaknesses:

Live events require meticulous planning and flawless execution. Technical glitches or a lack of engaging content can backfire.
The live nature means there’s less control over the message compared to pre-recorded content.
Depending on the scope and duration of your live stream, promoted X/Twitter Live ads can be a significant investment.

#6. X/Twitter Dynamic Product Ads (DPAs)

X/Twitter DPAs are a powerful advertising tool that uses your product catalog to automatically generate personalized ads for each user. This means the right product is shown to the right person at the right time, increasing the chance of a conversion.

When to use X/Twitter DPAs:

Retargeting: DPAs Retargeting lets you serve them ads featuring those exact items, reminding them of their interest and potentially driving them back to complete the purchase.
Prospecting: DPAs Prospecting allows you to target users based on their interests and online behavior, showcasing products most likely to resonate with them.

Strengths:

DPAs leverage user data to deliver highly relevant ads, increasing the chance of clicks and conversions.
Save time and resources by automatically generating ads based on your product catalog.
Re-engage website visitors who showed initial interest, potentially converting them into paying customers.
Expand your reach to new, targeted audiences who might be interested in your products.

Weaknesses:

The effectiveness relies heavily on the quality and comprehensiveness of your product data feed.
Can only promote physical products, not digital downloads, subscriptions, services, or travel.
Require some technical knowledge and ongoing optimization.

#7. X/Twitter Collection Ads

X/Twitter Collection Ads are a new and innovative ad format that allows you to showcase multiple products within a single ad unit. This visually appealing format breaks away from traditional single-image ads, offering a more engaging and informative way to connect with potential customers.

When to use X/Twitter Collection Ads:

Introduce a new product line or collection with stunning visuals that capture attention and showcase the range of offerings.
Highlight special offers, discounts, or bundled products in an easily digestible format.
Craft a visual narrative using the collection format. This is perfect for showcasing the versatility of a product or the different ways it can be used.

Strengths:

Present up to six products in a single ad, allowing users to browse and discover within the X/Twitter feed.
Display everything in one view, streamlining the browsing experience.
Send users to dedicated product pages, landing pages, or different destinations for each item within the collection.
Go beyond static images. Include video or GIF thumbnails within the collection to further enhance engagement.

Weaknesses:

Might have less user data compared to established formats.
The focus is on visuals, so crafting a compelling message within the character limits might be challenging.
With six potential products, there’s a risk of overwhelming users with too much information.

Best Practices for Choosing The Right Twitter Ads Types

When choosing Twitter ads types to align with your goals, here are some tips to consider:

Identify Your Objectives

Clearly define your advertising goals. Are you aiming to increase brand awareness, drive website traffic, generate leads, boost sales, or promote a specific event? Knowing your objectives will help you select the most appropriate ad types.

Understand Your Target Audience

Determine your target audience’s demographics, interests, and behaviors. This information will guide you in selecting the ad types that will effectively reach and resonate with your desired audience.

Consider Ad Formats

X/Twitter offers various ad formats, such as promoted tweets, promoted accounts, promoted trends, and video ads. Each format has its own strengths and can be used to achieve different goals. For example, promoted tweets are great for engagement and driving website clicks, while video ads are effective for storytelling and brand awareness.

Leverage Targeting Options

Take advantage of X/Twitter’s targeting options to ensure your ads reach the right audience. You can target based on interests, demographics, geography, keywords, followers, or even create tailored audiences. Align your targeting with your goals and audience preferences.

Budget Considerations

Determine your budget and allocate it based on your goals and the expected return on investment (ROI). Some ad types, such as promoted trends, tend to be more expensive, while others, like promoted tweets, offer more flexibility in budgeting.

Analyze Competitor Strategies

Research how your competitors are doing. Analyze their X/Twitter ads types, messaging, targeting, and overall strategy. This can provide insights and inspiration for your own campaigns while helping you differentiate yourself from the competition.

Remember, choosing the right X/Twitter ads types involves aligning your goals, understanding your audience, and leveraging the available ad formats and targeting options. Regular monitoring, testing, and optimization will help you refine your approach and achieve better results over time.

Wrap up

In conclusion, X/Twitter offers a diverse range of ads types to help you achieve your marketing goals and connect with your target audience. By understanding your objectives, identifying your target audience, and considering the available ad formats, you can make informed decisions about which Twitter ads types will best serve your needs.