After recently banning hashtags from Promoted Posts, X (formerly Twitter) is preparing another significant update to its ad platform: ads will soon be priced based on vertical size.
This means that larger, full-screen visuals will cost more than smaller ones—an update announced by Elon Musk himself, aimed at improving user experience by discouraging oversized creatives that dominate the feed.
At 360 Chartered PR Consultants, we help clients stay ahead of digital ad updates like these. Here’s what this new pricing model means for advertisers, and how to prepare your strategy for the change.
What’s Changing?
Soon, ad cost on X will be tied to how much screen space your visual takes up.
“X is moving to charging for ads based on vertical size,” said Musk. “An ad that takes up the whole screen would cost more than an ad that takes up 1/4 of the screen…”
This new pricing structure hasn’t been implemented yet, and no exact figures or formulas have been released. But it’s clear the update is coming—and it could have real implications for your creative and budget planning.
Why This Matters
Currently, X ads vary in size depending on what kind of media you attach:
- Static images
- Vertical or horizontal videos
- Text-only ads
- Carousel formats
Some of these take up far more screen real estate than others, especially on mobile. Until now, these differences didn’t affect cost—but that’s about to change.
Key takeaway:
The bigger your creative, the higher the cost will be.
This shift brings X in line with other platforms that already use dynamic pricing based on ad placement size or impact. It also reflects Musk’s push for a “cleaner” feed aesthetic—one where large ads don’t overwhelm the user experience.
What Should Brands and Agencies Do?
You don’t need to pull back on X ads entirely—but you do need to plan for this change now.
Here’s how we recommend adapting:
Review your creative strategy
Are you relying heavily on oversized visuals for attention? Start testing smaller formats now to see if you can maintain engagement with less screen real estate.
Reassess campaign budgets
If your best-performing assets are high-impact visuals, be prepared to pay more. Consider how to reallocate budget across platforms or formats.
Focus on copy and targeting
With visual space becoming a premium, great copy and precise audience targeting will matter more than ever.
Stay informed
We still don’t know:
- The exact pricing tiers
- How vertical size will be measured
- Whether video and static ads will be priced differently
As more details roll out, adjust your campaign planning accordingly.
Final Thoughts
This isn’t just about ad size—it’s about platform evolution. X is shifting toward a cleaner, more controlled user experience, and advertisers will need to adapt quickly.
At 360 Chartered PR Consultants, we help brands navigate shifting ad ecosystems with clear strategy and creative that performs—no matter the format or screen size.
Need help adjusting your ad strategy for X or other paid platforms? Get in touch with our team for a personalized consultation.
Source: Social Media Today
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