Elon Musk’s X is simplifying cross-platform advertising for marketers.
The company introduced broader aspect ratio support for image and video ads on Thursday, allowing advertisers to use content made for other platforms without needing to adjust or reconfigure their assets.
While AI tools have been assisting advertisers in resizing assets, X’s update removes that step entirely.
Advertisers can now directly upload the same materials used on other social platforms to X’s Ads Manager via Media Studio or the Campaign Form.
This update underscores the ongoing significance of X’s advertising business, which faced challenges after Musk’s acquisition of the former Twitter. Although ad sales saw some recovery under Linda Yaccarino’s leadership, 2025 revenue projections remained below pre-acquisition levels.
eMarketer’s forecast from last May anticipated X’s ad business would start seeing improvements last year, as Bloomberg noted, but it would still be smaller than before the acquisition.
X now supports new aspect ratios of 4:5 (1440 x 1800 pixels) and 2:3 (1080 × 1620 pixels), alongside existing formats such as 1:1 (1080 × 1080 pixels), 16:9 (1920 × 1080 pixels), 9:16 (1080 × 1920 pixels), and 1.91:1 (2064 × 1080 pixels).
“We’re committed to empowering advertisers to hit their performance goals with greater ease and impact,” remarked Monique Pintarelli, head of global advertising at xAI, in a statement. (xAI acquired X last year.)
“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,” she added.