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Twitter Ad Specs and Formats

Published on: December 7 2022 by Paid Media Pros

Twitter Ad Specs and Formats

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

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