Larger ads on X to incur higher costs under new pricing model

X, formerly known as Twitter, will soon begin charging advertisers based on the vertical size of their ads, according to a statement from platform owner Elon Musk. The change, not yet implemented, is intended to limit oversized ad formats and maintain a more streamlined user experience.

“X is moving to charging for ads based on vertical size, so an ad that takes up the whole screen would cost more than an ad that takes up 1/4 of the screen,” Musk said in a post. “Otherwise the incentive is to create giant ads that impair the user experience.”

At present, X’s ads vary in format and size depending on the media attached, with image and video placements offering broader visual presence. While character limits and media size restrictions are already in place, ad dimensions can still differ significantly in the feed.

The platform has not yet updated its advertising pricing documentation to reflect the upcoming change. There is also no confirmed timeline for the rollout or specific details on cost differences between ad sizes.

This update follows a recent policy shift that removed hashtags from all Promoted Posts. Both measures are part of ongoing adjustments to X’s advertising system.

Advertisers are advised to monitor the platform for further information as X moves to introduce the new pricing structure.

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