X has rolled out two new aspect ratio formats for in-stream advertisements, adding 4:5 and 2:3 display options to its existing lineup. The update gives marketers greater flexibility when designing and placing promotions within the X feed, expanding on the platform’s current offerings of 1:1, 16:9, 9:16, and 1.91:1.
Repurpose Creatives Across Platforms
One of the key benefits of the new formats is the ability for advertisers to carry over their best-performing creatives from other social media platforms directly into X without any reformatting, cropping, or rebuilding. Advertisers can upload assets through X Ads Manager via Media Studio, Composer, or the Campaign Form, reducing both cost and production time.
The new ratios reflect the more compact, portrait-style formatting that has become standard across platforms like Instagram and TikTok, making it easier for brands to maintain visual consistency across their broader digital advertising strategies.
X Looks to Rebuild Advertiser Confidence
The update comes as X continues working to attract advertisers back to the platform. Reports indicate X generated approximately $2.9 billion in total revenue in 2025 — a 10% year-over-year increase from 2024, but still considerably lower than the $4.4 billion Twitter earned in 2022, the final year before Elon Musk’s acquisition.
With subscriptions reaching a $1 billion annual run rate, X’s advertising revenue appears to have declined meaningfully since the ownership transition. By lowering the barrier for advertisers to repurpose existing assets, X appears to be making a deliberate push to simplify platform diversification and encourage more brands to test campaigns on the platform.