Creative ad specs
Table of Contents
Please note that not all of the ad formats listed below are available for self-serve advertisers. Check with your Account Manager or file a support ticket for more information.
Promoted Ads
Image Ads
Highlight your best creative and drive people to your site, app, or take an action in the moment. Image Ads allow you to showcase your brand, product, or service with a single photo. They’re easy to create and can support multiple objectives. They can be Retweeted, replied to, and liked, and they’re clearly marked as “Promoted”.
Standalone Image Ads
Tweet copy: 280 characters. (Note: each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.)
Image width/height: We recommend a minimum width of 600 pixels, although larger images (for example 1200 pixel images) will be better optimized for when users click to expand images. Any height is acceptable, although if the height exceeds the width, we will crop to 1:1 (see aspect ratio details).
Aspect ratio:
- Desktop: Any aspect between 2:1 and 1:1 is acceptable. For example, 1200 X 600 (2:1), 1200 X 800 (3:2) or 1200 X 1200 (1:1). After 16:9 aspect ratio (for example, 1200 X 1400) we’ll crop to a 16:9 aspect ratio.
- Mobile: 16:9
Image Ads for Website Click campaigns
Tweet copy: 280 characters. 280 characters. (Note: each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.)
Website title length: 70 characters. Please note — depending on device and app settings this description may truncate. Up to two lines of text are rendered on the card title; any text beyond that is truncated with an ellipsis. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices.
Image size: 800 x 418 pixels for 1.91:1 aspect ratio, 800 x 800 pixels for 1:1 aspect ratio (max 3MB)
Aspect ratio: 1.91:1 or 1:1
File size: Max 20MB
File types: PNG and JPEG are recommended. We do not accept BMP or TIFF files
Image Ads for App Install campaigns
Tweet copy: 280 characters. (Note: each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.)
Image ratio
- 1.91:1 Image App Card: 800 x 418px (max 3MB)
- 1:1 Image App Card: 800x800px (max 3MB)
Image file type: PNG and JPEG are recommended. Twitter does not accept BMP or TIFF files. GIFs uploaded will render as a static image.
Call-to-Action: Install (default if app is not installed), Open (default if app is installed), Play, Shop, Book, Connect, and Order.
Image Ads with Conversation Buttons
Conversation Card
(original Tweet in timeline)
Tweet copy: 280 characters
Hashtag: 21 characters, including the hashtag character
Pre-populated user Tweet
(once user clicks on the CTA)
Tweet copy: 256 characters
Headline: 23 characters
Thank you Tweet
(after user has Tweeted out the Tweet)
Thank you text: 23 characters
Thank you URL (optional): 23 characters
Media specifications
File size: 3MB
Image width / height: 800 x 418PX
Aspect ratio: 1.91:1
File formats: JPEG, PNG
Image Ads with Polls
Image specs:
- 1:91 ratio for images
- 1:1 ratio images will be auto-cropped to the above ratios
- GIFs are not supported at this time
Tweet copy: Polls can include up to 280 characters of Tweet copy that appear above the image.
Poll options: 2-4 custom poll options
Once you’ve written your copy and added your image or video, you can add two to four custom poll responses to create your poll.
Poll copy: 25 characters each
Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in Tweet copy).
Poll duration: Select a time between a minimum of 5 minutes and a maximum of 7 days.
Video Ads
Capture attention and tell a strong story with a visually engaging video ad. Video Ads allow you to showcase your brand, product or service and bring them to life through video. They’re easy to create and can be used to drive people to a website, app, or simply to engage with your brand’s message.
Standalone Video Ads
Tweet copy: 280 characters. (Note: each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.)
Title length: 70 characters. Please note — depending on device and app settings this description may truncate. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices.
Video ratio for app install campaigns:
- 16x9: 640 x 360 px
- 1x1: 600 x 600 px
Description length for app install campaigns: Truncated at 200 characters. Included from app store.
File size: Twitter recommends files under 1GB. For optimal performance we strongly recommend to keep files under 30 MB.
Video length: 15 seconds or less. Up to 2:20 supported for website click campaigns.
Select advertisers are eligible to request an increase up to 10 minutes; however, we advise videos to be 9:55 or less to account for a range of video files. Please contact your Twitter Account Manager for more information.
Branding: Highly recommended throughout; if using a logo, it should be persistent in the upper left hand corner. Prominent product placement is highly recommended for driving product consideration.
Captions: Closed captioning or text overlays are mandatory
File types: MP4 or MOV
Video bitrate: 6,000 - 10,000k (recommended 6,000k) for 1080p. 5,000k - 8,000k (recommended 5,000k) for 720p)
Frame rate: 29.97FPS or 30FPS. Higher is acceptable (support up to 60FPS). If the available video has a lower frame rate don’t try to “upsample” it.
Audio codec: AAC LC (low complexity)
Video codec recommendation: h264, baseline, main or high profile with a 4:2:0 color space.
Aspect ratio: 1:1 is recommended as it will always render as square on desktop and mobile, timeline and profile. This and 9:16 (vertical) will take up the same amount of real estate - which is more than 16:9. Upon tap, full screen will open and fill with black bars.
Any aspect between 2:1 and 1:1 is acceptable, but after 1:1, platform will crop to 1:1 aspect ratio.
9:16 (vertical) will always render in a 1:1 space on desktop and mobile, timeline and profile. Desktop will have black bars on the sides once the video begins playing. Mobile will crop the top and bottom of the video, center, and autoplay without bars.
Recommended size: 1200 x 1200 (minimum for 1:1 is 600 x 600) Any height is acceptable, but if height exceeds the width, the video will be cropped to 1:1 in the feed. If not a 1:1 aspect ratio: 640x360 minimum
Thumbnail:
- Supported files: PNG or JPEG
- Aspect ratio: recommend matching sizing of the video
- Max size: 5MB
Image width/height for GIFs: We recommend a minimum width of 600 pixels, although larger images (for example 1200 pixel images) will be better optimized for when users click to expand images. Any height is acceptable, although if the height exceeds the width, we will crop to 1:1 (see aspect ratio details above).
Looping: Videos will loop if the video length is under 60 seconds
Resolution:
- 1280x720 for landscape
- 720x720 for square
Video Ads with Conversation Buttons
Conversation Card
(original Tweet in timeline)
Tweet copy: 280 characters
Hashtag: 21 characters
Pre-populated user Tweet
(once user clicks on the CTA)
Tweet copy: 256 characters
Headline: 23 characters
Thank you Tweet
(after user has Tweeted out the Tweet)
Thank you text: 23 characters
Thank you URL (optional): 23 characters
Media specifications
File types: MP4 or MOV
Video ratio: 16:9
Video length: up to 10 minutes however we recommend advertisers keep their videos to a shorter length (6-15 seconds is best)
Video codec recommendation: H264, Baseline, Main, or High profile with a 4:2:0 color space
Audio codec recommendation: AAC LC (low complexity)
Looping: Videos will loop if the video length is under 60 seconds
Video Ads with Polls
Video options: You can add Polls to a single Promoted Video
Video specs:
- 16:9 ratio for videos
- 1:1 ratio videos will be auto-cropped to the above ratio
- GIFs are not supported at this time
Tweet copy: Polls can include up to 280 characters of Tweet copy that appear above the video.
Poll options: 2-4 custom poll options
Once you’ve written your copy and added your video, you can add two to four custom poll responses to create your poll.
Poll copy: 25 characters each
Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in Tweet copy).
Poll duration: Select a time between a minimum of 5 minutes and a maximum of 7 days.
Supported objectives: Engagement, Video View, Awareness
Looping: Videos will loop if the video length is under 60 seconds
Carousel Ads
Tell a story and drive users to your website or app — all within a single ad. Carousels give marketers up to 6 horizontally swipeable images or videos to showcase multiple products or promotions, advance a narrative across several visuals, and highlight the most exciting features of a product.
Number of slides: 2-6 (Images or videos)
Aspect ratio: 1.91:1 or 1:1 image assets using a single aspect ratio within one carousel
Link: One web or app destination for all slides
Moment Ads
Tell a story that goes beyond one Tweet and highlights different perspectives. Moment Ads allow you to create, curate and promote a collection of Tweets to tell an immersive story that's beyond 280 characters. They're effective for stories both big and small; available to both advertisers and publishers.
Text Ads
Get your message out to the world with a simple text ad. With all the elements of a standard Tweet, including likes, replies, favorites and Retweets, these native ads feel more like the rest of Twitter content and allow you to expand the reach of your Tweets beyond your followers to your desired target audience.
Tweet copy: 280 characters. (Note: each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.)
Twitter Audience Platform
Seamlessly scale your campaigns from Twitter to thousands of high-quality publishers. In just one click, Twitter Audience Platform easily extends your mobile app promotion or website clicks campaigns to Twitter and thousands of other apps to drive performance at scale. Twitter Audience Platform can leverage your campaign’s existing creative, saving you the hassle and cost of developing new assets.
Follower Ads
Build awareness and attract new followers by promoting an account to a targeted audience. Follower Ads are designed to increase visibility and grow your followers. They appear as Promoted Tweets in the person’s timeline, and as Promoted Accounts in the Who to Follow boxes on the Home, Profile, and Search results pages.
Tweet copy: 280 characters. (Note: each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.) Ensure there is actionable copy for this ad product.
Note: Creatives aren't supported for this objective, only Tweet copy. The follower card will auto-render on your ads.
Twitter Amplify
Amplify Pre-roll
Run pre-roll ads to align your brand with brand-safe, premium content your customers are already watching — including highlights and top clips.
From catching must-see sports highlights to sharing reactions to the season finale, audiences love that they can discover what’s happening with video on Twitter. Amplify Pre-roll aligns your brand with in-feed video content from 200+ premium, brand-safe video publishers, including top TV networks, major sports leagues, and professional news outlets. Get in front of your audience with pre-roll ads that kick off the videos they’re interested in.
File size: Max 1GB
Video length: 15 seconds or less. Max: 2 minutes and 20 seconds.
Select advertisers are eligible to request an increase up to 10 minutes. Please contact your Twitter Account Manager for more information.
File types: MP4 or MOV
Video bitrate recommendation: 6,000 - 10,000k (recommended 6,000k) for 1080p. 5,000k - 8,000k (recommended 5,000k) for 720p
Frame rate recommendation: 29.97FPS or 30FPS. Higher is acceptable. If the available video has a lower frame rate don’t try to “upsample” it.
Audio codec recommendation: AAC LC (low complexity)
Video codec recommendation: h264, baseline, main or high profile with a 4:2:0 color space.
Video aspect ratio: 1:1 is recommended as it will always render as square on desktop and mobile, timeline and profile.
This and 9:16 (vertical) will take up the same amount of real estate - which is more than 16:9.
Upon tap, full screen will open and fill with black bars.
Any aspect between 2:1 and 1:1 is acceptable, but after 1:1, platform will crop to 1:1 aspect ratio.
9:16 (vertical) will always render in a 1:1 space on desktop and mobile, timeline and profile.
Desktop will have black bars on the sides once the video begins playing.
Mobile will crop the top and bottom of the video, center, and autoplay without bars.
Recommended size:
1200 x 1200 (minimum for 1:1 is 600 x 600)
Any height is acceptable, but if the height exceeds the width, the video will be cropped to 1:1 in the feed.
If not a 1:1 aspect ratio: 640x360 minimum
Branding: Highly recommended throughout. Prominent product placement is highly recommended for driving product consideration
Captions: Closed captioning or text overlays are strongly recommended
Thumbnail:
- Supported files: PNG or JPEG
- Aspect ratio: recommend matching sizing of the video
- Minimum size: 640 x 360 PX
- Max size: 5MB
Amplify Sponsorships
Own the best video content and build brand association by pairing yourself with a leading publisher via an exclusive one-to-one Amplify Sponsorship package.
Every sponsorship is unique. When you sponsor an event, moment, or show on Twitter, we work with our publisher partners to create packages that are right for you, such as pre-roll ads before video clips, pre-roll ads before live video, and branded content integrations. When the crowd cheers and the world celebrates, your brand can be right there, connected with what’s happening.
Video length: 6 seconds or less
Branding: Highly recommended throughout
Captions: Closed captioning or text overlays are strongly recommended
File type: MP4 or MOV
Aspect ratio: 16x9 or 1x1
URL: Must begin with http:// or https://
File size: Max 1GB
Video codec: H264, baseline, 4:2:0 color space
Frame rate: 29.97FPS or 30FPS
Video bitrate recommendation
- 6,000K - 10,000K for 1080P
- 5,000K - 8,000K for 720P
Twitter Live
Create a moment, broadcast it to the world, and allow your audience to interact with you in real time with Twitter Live. Top marketers are choosing to livestream their biggest events on Twitter. From product launches and conferences to watch parties and fashion shows, Twitter Live helps brands maximize their Live content and drive conversation. Twitter advises on content strategy and guides the execution of your live video content.
Recommended stream specifications
Please follow the stream specifications recommendation below for the best Producer experience.
Please note: The list of supported encoders and services is not exhaustive and is subject to change.
RTMP:
Video codec: H.264/AVC
Video bitrate:
- 9Mbps (recommended)
- 12Mbps (maximum)
Audio codec: AA-LC
Audio bitrate: 128bps (maximum)
Resolution:
- 1280x720 (recommended)
- 1920x1080 (maximum)
Frame rate:
- 30 fps (recommended)
- 60 fps (maximum)
Keyframe interval:
OBS: Every 3 seconds
Wirecast:
- 24 fbs = Keyframe interval of 72 frames
- 30 fbs = Keyframe interval of 90 frames
- 50 fbs = Keyframe interval of 150 frames
- 60 fbs = Keyframe interval of 180 frames
Supported encoders and services:
- Restream
- Golightstream
- Socialive
- OBS
- Wirecast
- Teradek
- Elemental
- Vmix
- StreamYard
- Streamlabs
Event page specifications
Event page description:
280 characters max. Can contain external links (pre-orders, ticket sales, other O&O site)
Carousel:
Max 5 videos. Can be multiple live, VOD, GIFS, Photos.
Requires additional investment – see pricing sheet.
Hashtag:
Autopopulating hashtag when Tweets are composed in Tweet bar.
Timeline Tweet:
Pulls in tweets specific terms. Max 5 terms.
For example: hashtags, keywords and phrases, executive names.
Twitter Takeover
Timeline Takeover
The first ad of the day at the top of the conversation.
Timeline Takeover puts your brand at the top of the conversation as the first ad of the day. People come to Twitter to discover what’s happening. With Timeline Takeover, your ad is the first ad that will appear when someone opens Twitter for the first time that day. Don’t just be a part of what’s happening, be what’s happening with Timeline Takeover.
Tweet copy
Specs for a Timeline Takeover placement will depend on the format used. Reference individual specs pages for the format you want to run.
Supported formats:
- Image Ads
- Video Ads
- Carousel Ads
- Twitter Live
- Promoted Ads with Conversation Buttons and Polls
- Branded Hashtags
- Branded Notifications
Trend Takeover & Trend Takeover+
The ad placed alongside what’s trending.
Trend Takeover puts your ad alongside what’s trending. Trend Takeover+ adds immersive creative to your message. Displayed alongside what’s trending, Trend Takeover puts your message where the conversations starts—the Explore tab. The Explore tab puts what’s trending on Twitter in one spot. Don’t just be a part of what’s happening, be what’s happening with Trend Takeovers.
Trend Takeover
Trend hashtag (required):
Appears on the homepage of Twitter.com for all users within a Trend’s region and within the Explore tab on mobile. 20 characters max.
Trend description (optional but highly recommended):
Appears directly below the Trend Hashtag on the homepage of Twitter.com for all users within a Trend’s region and within the Explore tab on mobile. 70 characters max.
Companion Promoted Ad (required)
Craft 3-6 Promoted Ads (can be image, video, gif, etc) to support the trend. These are eligible to show in the home timeline for users on both web and mobile, making the trend more discoverable.
Trend Takeover+
Note: The Trend Takeover+ placement is not age-gated. Please ensure the GIF or image asset provided is appropriate for all ages (i.e. no weapons, guns, nudity, violence, etc.).
File types: 6-second looping GIF, MP4 or static image
Aspect ratio: 16:9 (for both GIF and images)
File size: 5MB for image, 15MB for GIF
Trend Takeover+ hashtag: Max 16 Characters
Trend Takeover+ description: Max 30 Characters
Creative must be delivered to Twitter via a darkTweet, with media (either GIF, MP4, or image) only.
Trend name and description:
- Don’t duplicate hashtag in both Trend Name and Description.
- Trend Takeover+ will be attributed to @brandhandle, so no need to overtly brand the Description field.
- Use the Description to provide further context to your trend, make it declarative & intriguing.
- Avoid click-bait phrases such as “50% off”, “Buy One Get One Free”, “Limited Time Only”, etc.
Standard Features
Polls
Engage your audience and gain valuable insights by adding interactive polls to your ads. Polls are a great way to engage with followers and prompt users to engage with your content. Combining polls with visual elements gives users something specific and eye catching to orient your question around.
Tweet copy: Up to 280 characters
Poll options: 2-4 custom poll options
You can add two to four custom poll responses to create your poll.
Poll copy: 25 characters each
Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in Tweet copy).
Poll duration: Select a time between a minimum of 5 minutes and a maximum of 7 days.
Conversation Button
Drive engagement and conversation with embedded buttons that prompt users to Tweet about your brand to their followers.
Conversation Buttons are standard features that can be added to Promoted Ads that include call to action buttons with customizable hashtags. Once clicked, the button creates a pre-populated Tweet that users can customize or Tweet out. Conversation Buttons have proven to be an effective way of engaging with customers, and driving them to share a brand’s message.
Conversation Card
(original Tweet in timeline)
Tweet copy: 280 characters
Hashtag: 21 characters, including the hashtag character
Pre-populated user Tweet
(once user clicks on the CTA)
Tweet copy: 256 characters
Headline: 23 characters
Thank you Tweet
(after user has Tweeted out the Tweet)
Thank you text: 23 characters
Thank you URL (optional): 23 characters
Media specs for Image Ads with Conversation Buttons
File size: 3 MB
Aspect ratio: 1.91 : 1
Image width / height: 800 X 418PX
File formats: JPEG, PNG
Media specs for Video Ads with Conversation Buttons
File types: MP4 or MOV
Video ratio: 16:9
Video length: Up to 10 minutes however we recommend advertisers keep their videos to a shorter length (6-15 seconds is best)
Video codec recommendation: H264, Baseline, Main, or High profile with a 4:2:0 color space
Audio codec rrecommendation: AAC LC (low complexity)
Looping: Videos will loop if the video length is under 60 seconds
Branded Features
Branded Hashtags
Express your brand’s personality and immediately make it a part of the conversation by adding a fun, visually appealing creative element whenever your hashtag is used on Twitter.
Branded Hashtags allow a brand to add a fun, visually appealing creative element whenever its hashtag is used on Twitter. They make a brand come alive by expressing the brand’s personality and immediately making it a part of the conversation.
Up to 5 #Hashtags associated with emoji
- Any desired hashtag cannot exceed 250 mentions on Twitter over the last 30 days, unless directly related to brand conversation (more than 70%)
- Emoji Design must be designed at 72x72 pixels, and must be clearly visible at 16x16
- Can be displayed on light or dark background; recommend not using all light colors - won’t be visible in the timeline
- Simplicity is key! Keep details to a minimum to maximize message and to make sure it doesn't get lost when minimized
- No multiple faces/logos - these become too small and indistinguishable at 16x16
Branded Notifications
Enable users to raise their hand to receive valuable content or experiences directly from the brand, at the moment that matters most.
When a user likes the brand’s call-to-action Tweet, a third-party application (Arrow by IC Group) will automatically publish an instant @mention from your brand to thank them for opting in. Brands may choose to have users opt-in with a Retweet instead of a like.
At a later date of the brand’s choosing, the brand will automatically publish a follow up “Reminder" Tweet @ each opted-in user to deliver the promised content.
There are three campaign formats for Branded Notifications:
- Like to Remind and Retweet to Remind deliver a single opt-in confirmation and single Reminder Tweet at a later date to each opted-in person.
- Like to Subscribe and Retweet to Subscribe deliver a single opt-in confirmation and multiple Reminder Tweets to opted-in customers. People can opt-out at any time with a specific hashtag.
- Like for Instant Response and Retweet for Instant Response deliver a single, immediate Instant Response Tweet to opted-in people.
Call-to-action Tweet
Tweet copy: 280 characters max
- Must clearly describe that the user will receive a future Tweet from the brand if they like the CTA Tweet
- Must clearly describe what content the user will receive and when the user will receive reminder Tweets
Supported media:
- 16:9 Image
- 16:9 or 1:1 Video
- 16:9 or 1:1 GIF
Best practices:
- Capture attention in the timeline with a <6s video or GIF with a sound-off strategy
- Create interest with a promise of high-quality content or utility
- Emoji have stopping power; use
️ instead of "Like" if it fits your brand
Instant Confirmation Tweet
Tweet copy: 280 characters max.
- Must begin with the opted-in user’s @handle; use @HandleToReplyTo as a placeholder
- Do not @mention any other user for whom you do not have explicit permission
- Confirm that a user has opted in to receive automated content
- For Like to Subscribe and Retweet to Subscribe campaigns, opt-out instructions must be included in the Tweet copy. Arrow provides three options for the brand to choose from
Supported media:
- Image Ads (16:9 for standalone image, 1:1 or 1.91:1 with Website Button, App Button, or Conversation Button)
- 16:9 or 1:1 Video Ads (with Website Button, App Button, or Conversation Button)
- 16:9 or 1:1 GIF
Best practices:
- Use copy and media that builds hype and teases out the Reminder Tweets content
- Drive recall by reiterating what is coming, and when
- Move users to the next step in the funnel by leveraging a supported card to drive further action
Reminder Tweet
Tweet copy: 280 characters max
- Must begin with the opted-in user’s @handle; use @HandleToReplyTo as a placeholder
- Do not @mention any other user for whom you do not have explicit permission
- Deliver the content promised in the CTA Tweet
- For Like to Subscribe and Retweet to Subscribe campaigns, opt-out instructions must be included in the Tweet copy. Arrow provides three options for the brand to choose from
Supported media:
- 16:9 Image Ads (with Website Button, App Button, or Conversation Button)
- 16:9 or 1:1 Video (with Website Button, App Button, or Conversation Button)
- 16:9 or 1:1 GIF
Best practices:
- Move users to the next step in the funnel by leveraging a supported card to drive further action
- It could take hours to send all of the Reminder Tweets; avoid relative language such as “right now” and instead describe specific timing. When targeting users across multiple timezones and describing time, include timezone to avoid confusion
Important notes:
- The brand must allow IC Group’s Arrow platform access to their Twitter account using Twitter OAuth, a process that allows a third-party to access a Twitter account without sharing the username or password. To complete the OAuth process, the advertiser must be logged in to the brand Twitter account directly; Ads Manager access is not sufficient.
- Full analytics are available for the promoted CTA Tweet via Ads Manager. Ads Manager cannot provide analytics for automated Instant Confirmation or Reminder Tweets. Arrow can only report the number of opt-ins (the count of Tweets it publishes). Arrow cannot measure impressions, engagements, or video views.
- Like for Instant Response, and Retweet for Instant Response campaigns may run for a max of 30 days from CTA Tweet publish to campaign completion.
- Like to Remind and Retweet to Remind campaigns may run for a max of 30 days from CTA Tweet publish to reminder send.
- Like to Subscribe and Retweet to Subscribe campaigns may run for up to 30 days per reminder included, from CTA Tweet publish to when the final reminder begins to send.
- The brand’s Twitter account must be verified to run a Branded Notifications campaign.
- Users must be public to opt-in; users with protected (private) Twitter accounts are not able to opt-in to a Branded Notifications campaign.
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