Twitter Ad Specs and Formats
Published on: December 7 2022 by Paid Media Pros
Twitter Ad Specs and Formats
Table of Contents
Twitter Ad Specs and Formats
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | twitter ads offers a variety of ad |
| 00:00:03 | 00:00:05 | formats and pretty much every single one |
| 00:00:04 | 00:00:08 | of these are going to be better than |
| 00:00:05 | 00:00:10 | using a promoted tweet but before you |
| 00:00:08 | 00:00:12 | create an ad it's probably good to know |
| 00:00:10 | 00:00:14 | what the specs are for each ad format |
| 00:00:12 | 00:00:16 | just so you can proactively get your |
| 00:00:14 | 00:00:17 | creative ready so in this video i'm not |
| 00:00:16 | 00:00:19 | going to be able to cover every single |
| 00:00:17 | 00:00:20 | variation because twitter actually has a |
| 00:00:19 | 00:00:22 | good amount i'm just going to go over |
| 00:00:20 | 00:00:24 | some of the more popular ad formats |
| 00:00:22 | 00:00:26 | within twitter and then show you the |
| 00:00:24 | 00:00:28 | specs that twitter recommends to make |
| 00:00:26 | 00:00:30 | sure that your creative and your ads |
| 00:00:28 | 00:00:32 | look best within your campaigns |
| 00:00:30 | 00:00:34 | we can see i'm in the main twitter ads |
| 00:00:32 | 00:00:36 | manager interface and probably the |
| 00:00:34 | 00:00:38 | easiest way to start creating tweets is |
| 00:00:36 | 00:00:39 | to go into your top navigation under |
| 00:00:38 | 00:00:41 | creatives and then click on tweet |
| 00:00:39 | 00:00:42 | composer |
| 00:00:41 | 00:00:44 | now within this video i'm going to be |
| 00:00:42 | 00:00:45 | jumping back and forth a little bit |
| 00:00:44 | 00:00:47 | because the tweet composer doesn't |
| 00:00:45 | 00:00:49 | really show you a lot of the ad formats |
| 00:00:47 | 00:00:51 | it's just going to show you the core |
| 00:00:49 | 00:00:53 | portion of the ad but if we choose this |
| 00:00:51 | 00:00:55 | partikular tweet that we're creating in |
| 00:00:53 | 00:00:57 | one of the various campaign objectives |
| 00:00:55 | 00:00:59 | that twitter has there will be |
| 00:00:57 | 00:01:01 | differences on how this tweet that we're |
| 00:00:59 | 00:01:03 | creating actually looks so again i will |
| 00:01:01 | 00:01:04 | be jumping back and forth so we can get |
| 00:01:03 | 00:01:06 | a better understanding of how these |
| 00:01:04 | 00:01:08 | tweets could appear in a variety of |
| 00:01:06 | 00:01:09 | different twitter ads campaign |
| 00:01:08 | 00:01:11 | objectives the first portion of this |
| 00:01:09 | 00:01:14 | video will be covering most of the |
| 00:01:11 | 00:01:17 | promoted ads the most basic ad format in |
| 00:01:14 | 00:01:19 | twitter would be a promoted text ad and |
| 00:01:17 | 00:01:22 | pretty much what i'm using as the demo |
| 00:01:19 | 00:01:24 | text is the rule for any promoted tweet |
| 00:01:22 | 00:01:26 | the maximum amount of characters you can |
| 00:01:24 | 00:01:28 | have in a promoted tweet is 280 |
| 00:01:26 | 00:01:31 | characters but if you choose to have a |
| 00:01:28 | 00:01:33 | link within your promoted ad like i did |
| 00:01:31 | 00:01:35 | by pasting the paid media pros url the |
| 00:01:33 | 00:01:37 | character limit decreases by 23 |
| 00:01:35 | 00:01:40 | characters so then your new maximum will |
| 00:01:37 | 00:01:42 | be 257 characters if you look at the |
| 00:01:40 | 00:01:45 | blue circle in the lower right hand |
| 00:01:42 | 00:01:47 | corner of the text portion it shows that |
| 00:01:45 | 00:01:49 | we're using about 75 of the maximum |
| 00:01:47 | 00:01:52 | character limit if you're on twitter a |
| 00:01:49 | 00:01:54 | lot organically you get that same circle |
| 00:01:52 | 00:01:56 | character limit indicator so you could |
| 00:01:54 | 00:01:58 | create just a basic text tweet to use |
| 00:01:56 | 00:02:00 | for your twitter ads but we see down |
| 00:01:58 | 00:02:02 | below we have options for other |
| 00:02:00 | 00:02:05 | creatives let me go ahead and add an |
| 00:02:02 | 00:02:07 | image and if i scroll down we see a few |
| 00:02:05 | 00:02:09 | different menu options the default |
| 00:02:07 | 00:02:11 | option will be a website card type if |
| 00:02:09 | 00:02:12 | you want to know more about website |
| 00:02:11 | 00:02:14 | cards for promoted tweets michelle |
| 00:02:12 | 00:02:15 | already made a video which you can watch |
| 00:02:14 | 00:02:17 | right here and most likely that is going |
| 00:02:15 | 00:02:19 | to be the option that you would want but |
| 00:02:17 | 00:02:20 | we do see that there's app or have no |
| 00:02:19 | 00:02:22 | card at all since the purpose of this |
| 00:02:20 | 00:02:24 | video is to go over the ad specs i'm |
| 00:02:22 | 00:02:26 | going to skip over the card type |
| 00:02:24 | 00:02:27 | sections for each of these ad formats so |
| 00:02:26 | 00:02:29 | i want to drop down to the media and |
| 00:02:27 | 00:02:31 | just add my photo right away |
| 00:02:29 | 00:02:34 | then i'll choose my file still one of my |
| 00:02:31 | 00:02:35 | favorite photos everything i mentioned |
| 00:02:34 | 00:02:38 | about the promoted text guidelines |
| 00:02:35 | 00:02:40 | pertains to a promoted image format as |
| 00:02:38 | 00:02:42 | well for the image you may have seen it |
| 00:02:40 | 00:02:44 | before i actually chose this specific |
| 00:02:42 | 00:02:47 | file but you can upload a ping or a jpeg |
| 00:02:44 | 00:02:49 | image twitter recommends having a width |
| 00:02:47 | 00:02:51 | of at least 600 pixels and the height |
| 00:02:49 | 00:02:53 | could be whatever but if the height is |
| 00:02:51 | 00:02:55 | more than the width then twitter will |
| 00:02:53 | 00:02:57 | crop your image to a one to one square |
| 00:02:55 | 00:02:59 | ratio and you can see down below you'll |
| 00:02:57 | 00:03:01 | have some options to manually crop it |
| 00:02:59 | 00:03:03 | but pretty much stik to these ratios |
| 00:03:01 | 00:03:05 | that was the image portion but i'm going |
| 00:03:03 | 00:03:06 | to cancel out of this |
| 00:03:05 | 00:03:08 | and then we can look at adding a video |
| 00:03:06 | 00:03:10 | it kind of jumped over the uploaded |
| 00:03:08 | 00:03:12 | portion for a little bit but that's okay |
| 00:03:10 | 00:03:15 | just like a promoted text or promoted |
| 00:03:12 | 00:03:17 | image the maximum 280 character length |
| 00:03:15 | 00:03:19 | applies to video as well and every link |
| 00:03:17 | 00:03:21 | you add will decrease the character |
| 00:03:19 | 00:03:23 | count by 23 characters if i scroll down |
| 00:03:21 | 00:03:26 | a little bit we can see we can add |
| 00:03:23 | 00:03:28 | specific images from our library and |
| 00:03:26 | 00:03:31 | even though i say hour this is my |
| 00:03:28 | 00:03:33 | personal account but if i scroll back up |
| 00:03:31 | 00:03:36 | i can then go over the actual ratios and |
| 00:03:33 | 00:03:39 | specs for these videos the video ratio |
| 00:03:36 | 00:03:41 | needs to be 16 by nine or a one to one |
| 00:03:39 | 00:03:43 | square ratio the one-to-one ratio is |
| 00:03:41 | 00:03:46 | recommended since it will always render |
| 00:03:43 | 00:03:49 | as a square for all devices the minimum |
| 00:03:46 | 00:03:52 | one to one ratio is 600 by 600 but 1200 |
| 00:03:49 | 00:03:53 | by 1200 is the recommended size just |
| 00:03:52 | 00:03:55 | like the promoted photos that i |
| 00:03:53 | 00:03:57 | mentioned if your height is more than |
| 00:03:55 | 00:03:59 | the width the video will be cropped to a |
| 00:03:57 | 00:04:01 | one-to-one ratio so if you'd like |
| 00:03:59 | 00:04:02 | control and want to know exactly how |
| 00:04:01 | 00:04:05 | it's going to appear make sure you |
| 00:04:02 | 00:04:07 | already have the 16x9 or 101 ratios in |
| 00:04:05 | 00:04:09 | place we can see in the drag and drop |
| 00:04:07 | 00:04:12 | text on the screen right now and mov or |
| 00:04:09 | 00:04:14 | mp4 files are the only accepted video |
| 00:04:12 | 00:04:17 | file types and the file size for your |
| 00:04:14 | 00:04:19 | video can be a maximum of 1 gigabyte the |
| 00:04:17 | 00:04:21 | video length should be 15 seconds or |
| 00:04:19 | 00:04:24 | less but if you are choosing website |
| 00:04:21 | 00:04:26 | click campaign objectives you can have a |
| 00:04:24 | 00:04:29 | video up to 2 minutes and 20 seconds the |
| 00:04:26 | 00:04:30 | next option we can go over is carousel |
| 00:04:29 | 00:04:32 | and if you look at the little bit of |
| 00:04:30 | 00:04:34 | description underneath the carousel |
| 00:04:32 | 00:04:37 | title you can see that you can have two |
| 00:04:34 | 00:04:39 | to six photos or videos and to clarify |
| 00:04:37 | 00:04:42 | you cannot combine them you will have to |
| 00:04:39 | 00:04:44 | choose only photos or only videos if we |
| 00:04:42 | 00:04:46 | scroll down to our media let's add a few |
| 00:04:44 | 00:04:48 | options it's yelling at me because i |
| 00:04:46 | 00:04:49 | only have one media selected |
| 00:04:48 | 00:04:51 | unfortunately you have to select them |
| 00:04:49 | 00:04:52 | one by one you can't just highlight two |
| 00:04:51 | 00:04:54 | to six of them and create them all |
| 00:04:52 | 00:04:56 | within one media so we'll have to go and |
| 00:04:54 | 00:04:58 | add another one and there we go my |
| 00:04:56 | 00:05:00 | carousel is pretty much ready if you see |
| 00:04:58 | 00:05:02 | these two lines i can click and grab |
| 00:05:00 | 00:05:04 | and switch the order that i would like |
| 00:05:02 | 00:05:06 | the carousel images to appear i strongly |
| 00:05:04 | 00:05:08 | feel that the one to one ratio is the |
| 00:05:06 | 00:05:11 | easiest to do with carousel and it also |
| 00:05:08 | 00:05:14 | looks the best but you also can have a |
| 00:05:11 | 00:05:17 | 1.91 to 1 ratio if you choose we see up |
| 00:05:14 | 00:05:20 | above for the website url portion for a |
| 00:05:17 | 00:05:23 | carousel card you can only have one web |
| 00:05:20 | 00:05:25 | or one app destination for all cards |
| 00:05:23 | 00:05:26 | that's unlike many of the other carousel |
| 00:05:25 | 00:05:28 | formats we've toked about in the other |
| 00:05:26 | 00:05:31 | paid social channels where most of them |
| 00:05:28 | 00:05:33 | let you customize the url per carousel |
| 00:05:31 | 00:05:35 | image but for twitter it's one for the |
| 00:05:33 | 00:05:38 | entire ad they will share the same |
| 00:05:35 | 00:05:40 | website or app destination url now i |
| 00:05:38 | 00:05:42 | quick jump back to the photo or video |
| 00:05:40 | 00:05:44 | creative but if you look at the card |
| 00:05:42 | 00:05:46 | type i switched it to app and if you |
| 00:05:44 | 00:05:48 | look in the preview to the right you |
| 00:05:46 | 00:05:50 | will see that the preview has changed if |
| 00:05:48 | 00:05:51 | the user does not have your app |
| 00:05:50 | 00:05:54 | installed the call to action will |
| 00:05:51 | 00:05:56 | default to install like we see right |
| 00:05:54 | 00:05:57 | here the call to action will default to |
| 00:05:56 | 00:05:58 | open |
| 00:05:57 | 00:06:00 | if the app is already installed on the |
| 00:05:58 | 00:06:02 | user's device but if we scroll down a |
| 00:06:00 | 00:06:04 | little bit we can see that we can |
| 00:06:02 | 00:06:05 | specify what we want the call to action |
| 00:06:04 | 00:06:07 | to be and then you can see we can choose |
| 00:06:05 | 00:06:09 | the partikular app store and the |
| 00:06:07 | 00:06:12 | platform depending on which app you're |
| 00:06:09 | 00:06:13 | promoting for an app card the tweet copy |
| 00:06:12 | 00:06:15 | rules that i mentioned in the very |
| 00:06:13 | 00:06:17 | beginning will stay the same image |
| 00:06:15 | 00:06:20 | ratios will be slightly different for an |
| 00:06:17 | 00:06:22 | image app card you can have the 1.91 to |
| 00:06:20 | 00:06:25 | 1 image ratio pretty much comes out to |
| 00:06:22 | 00:06:27 | 800 by 418 pixels but you can also have |
| 00:06:25 | 00:06:30 | a one-to-one image which should be |
| 00:06:27 | 00:06:33 | around an 800-800 pixel ratio for statik |
| 00:06:30 | 00:06:36 | images ping and jpeg is the preferred |
| 00:06:33 | 00:06:38 | file if you choose to add a gif or gif |
| 00:06:36 | 00:06:40 | however you say it and that gif is |
| 00:06:38 | 00:06:42 | animated twitter will only render it as |
| 00:06:40 | 00:06:44 | a statik image and you will not get to |
| 00:06:42 | 00:06:46 | choose which frame that statik image is |
| 00:06:44 | 00:06:48 | so if you want to have that control |
| 00:06:46 | 00:06:50 | stik to a ping or a jpeg |
| 00:06:48 | 00:06:51 | one of the more popular campaign |
| 00:06:50 | 00:06:53 | objectives in twitter ads and the ones |
| 00:06:51 | 00:06:55 | that we get questions about a lot is for |
| 00:06:53 | 00:06:57 | followers campaigns we do have a more |
| 00:06:55 | 00:06:58 | in-depth video going over followers |
| 00:06:57 | 00:07:00 | campaigns which you can watch right here |
| 00:06:58 | 00:07:02 | but since this video is about ad formats |
| 00:07:00 | 00:07:04 | and specs we can tok a little bit about |
| 00:07:02 | 00:07:06 | that one right now the best type of |
| 00:07:04 | 00:07:08 | tweet to create for a followers campaign |
| 00:07:06 | 00:07:11 | when you are in the tweet composer is a |
| 00:07:08 | 00:07:13 | text only tweet since you can select |
| 00:07:11 | 00:07:15 | previous created tweets when building |
| 00:07:13 | 00:07:17 | the campaign feel free to choose a tweet |
| 00:07:15 | 00:07:20 | with an image or video in your followers |
| 00:07:17 | 00:07:22 | campaign however the image or video for |
| 00:07:20 | 00:07:25 | those tweets will not render within this |
| 00:07:22 | 00:07:28 | campaign type the only thing that will |
| 00:07:25 | 00:07:30 | appear is your tweet text and then a |
| 00:07:28 | 00:07:32 | follow call to action button |
| 00:07:30 | 00:07:33 | i'm refreshing to another campaign |
| 00:07:32 | 00:07:36 | creation and if you're choosing a |
| 00:07:33 | 00:07:39 | campaign objective of app installs or |
| 00:07:36 | 00:07:41 | website clicks you will have access to |
| 00:07:39 | 00:07:43 | expand to the twitter audience platform |
| 00:07:41 | 00:07:45 | and as we head into our ad group details |
| 00:07:43 | 00:07:47 | you can see twitter audience platform on |
| 00:07:45 | 00:07:49 | the left hand side pretty much skipping |
| 00:07:47 | 00:07:52 | over most of the ad group creation by |
| 00:07:49 | 00:07:54 | default this setting will be turned on i |
| 00:07:52 | 00:07:55 | know a lot of advertisers like to turn |
| 00:07:54 | 00:07:57 | it off but if you do want to expand your |
| 00:07:55 | 00:07:59 | reach on the audience platform and you |
| 00:07:57 | 00:08:01 | leave that toggle on you will see there |
| 00:07:59 | 00:08:04 | are different ad formats and different |
| 00:08:01 | 00:08:05 | ad sizes that can be a nice addition to |
| 00:08:04 | 00:08:07 | your current tweets that you are |
| 00:08:05 | 00:08:09 | creating just understand that these |
| 00:08:07 | 00:08:11 | formats have different ad sizes so if i |
| 00:08:09 | 00:08:13 | scroll down a little bit more to the |
| 00:08:11 | 00:08:15 | creative section you can see that you |
| 00:08:13 | 00:08:17 | can choose tweets but then you can also |
| 00:08:15 | 00:08:20 | choose display creatives and then if you |
| 00:08:17 | 00:08:21 | choose and go down to sizes you will get |
| 00:08:20 | 00:08:23 | the exact dimensions that you would need |
| 00:08:21 | 00:08:25 | to upload to satisfy each one of these |
| 00:08:23 | 00:08:28 | ad spaces it's easy enough to just go to |
| 00:08:25 | 00:08:31 | your media library and then upload the |
| 00:08:28 | 00:08:32 | proper ad sizes for the audience |
| 00:08:31 | 00:08:34 | platform and then you can head back to |
| 00:08:32 | 00:08:36 | your campaign where you'll be able to |
| 00:08:34 | 00:08:38 | select those specific images that you |
| 00:08:36 | 00:08:40 | have uploaded |
| 00:08:38 | 00:08:42 | there are a few more ad formats within |
| 00:08:40 | 00:08:44 | the twitter ads platform but if you're |
| 00:08:42 | 00:08:46 | brand new to twitter ads or you don't |
| 00:08:44 | 00:08:48 | use it that often odds are everything |
| 00:08:46 | 00:08:50 | that i cover today will help you get |
| 00:08:48 | 00:08:52 | your twitter ads up and running just |
| 00:08:50 | 00:08:54 | like any paid media platform that we use |
| 00:08:52 | 00:08:57 | we recommend testing a variety of ad |
| 00:08:54 | 00:08:59 | formats you never know which type of ad |
| 00:08:57 | 00:09:01 | format will really capture users |
| 00:08:59 | 00:09:03 | attention and depending on the goal of |
| 00:09:01 | 00:09:05 | your campaign certain ad formats may be |
| 00:09:03 | 00:09:07 | more successful at driving better |
| 00:09:05 | 00:09:09 | traffic or certain ad formats could be |
| 00:09:07 | 00:09:12 | better at driving conversions you won't |
| 00:09:09 | 00:09:13 | know until you test most of them out |
| 00:09:12 | 00:09:14 | hopefully this video gave you an |
| 00:09:13 | 00:09:17 | understanding of how you can create |
| 00:09:14 | 00:09:19 | different types of ad formats and the |
| 00:09:17 | 00:09:21 | cards that can go along with those |
| 00:09:19 | 00:09:23 | formats if you have any questions about |
| 00:09:21 | 00:09:25 | the twitter ad specs please let us know |
| 00:09:23 | 00:09:26 | in the comments below thanks for |
| 00:09:25 | 00:09:27 | watching our video if you found it |
| 00:09:26 | 00:09:29 | useful give us a thumbs up below we |
| 00:09:27 | 00:09:30 | release a new video at least once a week |
| 00:09:29 | 00:09:35 | so if you want to see more from the paid |
| 00:09:30 | 00:09:35 | media pros channel be sure to subscribe |
| 00:09:41 | 00:09:43 | you |
