Creative ad specs

Find all the creative specifications and technical requirements you need here, to ensure that your ads are running at their optimal performance.

Please note that not the ad formats here are available for self-serve advertisers. Check with your Account Manager or file a support ticket for more information.

  • Promoted Tweet
  • Video
  • Cards
  • Brand
 

Promoted Text

Reach a wider group of people or spark engagement from existing followers.

Pricing model: CPE or CPM

Tweet copy: 280 characters. Each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.

 

Promoted Image

Reach a wider group of people or spark engagement from existing followers.

Pricing model: CPE or CPM

Tweet copy: 280 characters. 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 (i.e. 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.

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

 

 

Promoted GIF

Reach a wider group of people or spark engagement from existing followers.

Pricing model: CPE or CPM

Tweet copy: 280 characters. 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 (i.e. 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.

Aspect ratio: 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 1:1 aspect ratio (for example, 1200 X 1400) we’ll crop to a 1:1 aspect ratio. OR 16:9 can be utilized.

GIF file size: Max 5MB

 

 

Promoted Poll

Engage your audience and gain valuable insights by adding interactive polls to your ads. You can promote your poll with text-only, an image, or a video.

Pricing model: CPE, CPM, or CPV for Video Polls ONLY (3s/100% in view, or 2s/50% in view, or 6s)

Tweet copy: 280 characters

Poll options: You can add 2-4 custom poll responses

Poll copy: 25 characters each. This does 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 5 days.

Supported objectives: Tweet Engagements, Awareness, Video Views (for Video Polls ONLY)

Image options: You can add Polls to a single Promoted Image

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

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 ratios
  • Videos will loop if the video length is under 60 seconds

 

 

Promoted Account

Build awareness and attract new followers by promoting an account to a targeted audience.

Pricing model: CPF

Tweet copy: 280 characters. Each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.

Ensure there is actionable copy for this ad product.

 

Promoted Video

Tell a rich brand story in a person’s timeline using engaging ad formats and hyper-targeting capabilities. Promoted Video is our most proven video ad solution, and drives brand metrics and sales.

Pricing model: CPE, CPM, or CPV (3s/100% in View,
or 2s/50% in V
iew)

Tweet copy: 280 characters. Each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.

File size: Max 1GB

Video length: Recommended 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. 

Videos will autoplay in a user's timeline and will loop if the video length is under 60 seconds.

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 the video. If you're 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

Thumbnail

  • Supported Files: PNG or JPEG
  • Aspect Ratio: recommend matching sizing of the video
  • Minimum size: 640 pixels by 360 pixels
  • Max Size: 5MB

 

 

In-Stream Video Ad

Run pre-roll ads to align your brand with brand-safe, premium content  your customers are already watching — including highlights and top clips.

Pricing model:  CPV (3s/100% in View, or 2s/50% in View, or 6s)

Tweet copy: 280 characters. Each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.

File size: Max 1GB

Video length: Recommended 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. 

Videos will loop if the video length is under 60 seconds.

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 the video. If you're 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

Thumbnail

  • Supported Files: PNG or JPEG
  • Aspect Ratio: recommend matching sizing of the video
  • Minimum size: 640 pixels by 360 pixels
  • Max Size: 5MB

 

 

In-Stream Video Sponsorship

Own the best video content and build brand association by pairing yourself with a leading publisher via an exclusive one-to-one sponsorship package.

Pricing model: CPV
(3s/100% in View,
or 2s/50% in View, or 6s)

Video length: 6 seconds or less

File type: MP4 or MOV

Branding: Highly recommended throughout. If you're using a logo, it should be persistent in the upper left hand corner.

Captions: Closed captioning or text overlays are mandatory

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

 

 

First View

Maximize reach on Twitter for 24 hours with Twitter’s most valuable video impressions. First View is a premium, single-day, “mass awareness” ad package of Twitter’s most valuable video impressions.

Pricing model: Flat fee. Contact Twitter client partner for pricing and availability.

A number of ad formats can be used as First Views, and specs for a First View placement will depend on the format used. Reference individual specs sections for the format you want to run. 

Supported formats:

  • Website Card
  • App Card
  • Conversation Card
  • Tweet to Unlock
  • Promoted Text, Image, GIF, or Video
  • Promoted Live Video / Periscope
  • Promoted Poll
  • Branded Emojis
  • Brand Reminders

 

 

Promoted Live Video / Periscope

Create a moment, broadcast it to the world, and allow your audience to interact with you in real time with Promoted Live Video. Promoted Live Video is designed to help brands maximize the live content efforts that they’re already making. This is a great solution for brands looking to make a splash when they launch something new.

Pricing model: $500K minimum campaign spend with ~50% of the budget dedicated to support the promoted event page

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 and bitrate:

  • H.264 2,500 kbps (recommended)
  • 4,000 kbps (maximum)

Audio codec and bitrate:

  • AAC-LC
  • 128 kbps

Resolution: 1280x720

Frame rate

  • 30 fps
  • Keyframe interval
  • Every three seconds (OBS)
  • Every 90 frames (Wirecast)

Supported encoders and services:

  • OBS
  • Wirecast
  • Teradek
  • Elemental
  • SwitchboardLive

 

 

Website Card

Showcase your best creative, capture attention, and drive people to your site or to take an action in the moment. Choose between an Image Website Card or a Video Website Card. 

Pricing model: CPC, CPM, or CPV (for Video Website Card ONLY)

Tweet copy: 280 characters

Website title length: 70 characters. 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)

Image aspect ratio: 1.91:1 or 1:1

Image file size: Max file size 20MB

Image file types: PNG and JPEG are recommended. We do not accept BMP or TIFF files

 

Video length: 15 seconds or less. Up to 2:20 supported. Videos will loop if the video length is under 60 seconds.

Video file size: Under 1GB recommended. For optimal performance we strongly recommend to keep files under 30MB.

Video file types: MP4 or MOV

Branding: Highly recommended throughout. If you're using a logo, it should be persistent in the upper left hand corner.

Captions: Closed captioning or text overlays are mandatory

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: 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 video. 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

Video resolution:

  • 1280x720 for landscape
  • 720x720 for square

 

 

App Card

Drive engagement with your apps. Twitter’s Mobile App Promotion (MAP) product suite enables advertisers to acquire high-quality users at scale and re-engage existing app audiences. Choose between an Image App Card or a Video App Card.  

Pricing model: CPAC or CPI

Tweet copy: 280 characters. Each link used reduces character county by 23 characters, electing 257 characters for Twitter copy.

Call to action: Install (default if app is not installed), Open (default if app is installed), Play, Shop, Book, Connect, and Order.

Image ratio:

  • 1.91:1 Image App Card: 800 x 418px (Max 3 MB)
  • 1:1 Image App Card: 800x800px (Max 3 MB)

Image file type: PNG and JPEG are recommended. We do not accept BMP or TIFF files. GIFs uploaded will render as a static image.

 

Video length: 15 seconds or less. Videos will loop if the video length is under 60 seconds.

Video file size: Under 1GB recommended. For optimal performance we strongly recommend to keep files under 30 MB.

Video file types: MP4 or MOV

Video ratio:

  • 16x9: 640 x 360 px
  • 1x1: 360 x 360 px

Title length: 70 characters. 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.

Description length: Truncated at 200 characters. Included from app store.

Branding: Highly recommended throughout. If you're using a logo, it should be persistent in the upper left hand corner.

Captions: Closed captioning or text overlays are mandatory.

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.

Video codec recommendation: H264, Baseline, Main, or High profile with a 4:2:0 color space.

Audio codec recommendation: AAC LC (low complexity).

 

 

Direct Message Card

Direct Message Cards are the best way to promote your brand’s chatbot, provide a personalized customer service experience, and move conversations from public to private. Choose between an Image Direct Message Card or a Video Direct Message Card. 

Tweet copy: 256 characters (24 characters are used for the card)

Button (call-to-action) text: 24 characters. Emojis are supported.

Video specifications:

  • Length: 15 seconds or less
  • File types: MP4 or MOV
  • File size: For optimal performance, keep files under 30MB. Max file size is 1GB.
  • Branding: Highly recommended throughout; if using a logo, it should be persistent in the upper left-hand corner.
  • Captions: Closed captioning or text overlays are mandatory.
  • More specs are available under the "Promoted Video" section above; they follow the same specifications. 

Image specifications:

  • Recommended minimum width: 800 pixels
  • Aspect ratio: 1.91:1
  • File types: JPEG, PNG, or non-animated GIFs 
  • File size: Max 3MB

 

 

Conversation Card

Drive engagement and conversation with embedded call-to-action Tweet buttons with customizable hashtags that prompt users to Tweet about your brand to all their followers. Choose between an Image Conversation Card or a Video Conversation Card. 

Pricing model: CPE for Image Conversation Cards; CPV (3s/100% in view or 2s/50% in view) for Video Conversation Cards

Conversation card: (original Tweet in timeline)

  • Tweet copy: 280 characters
  • Hashtag: 21 characters. For image conversation cards only, this includes 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

Image specifications: 

  • File size: 3 MB
  • Aspect ratio: 1.91 : 1
  • Width / height: 800 X 418PX
  • Formats: JPEG, PNG

Video 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). Videos will loop if the video length is under 60 seconds.
  • Video codec recommendation: H264, Baseline, Main, or High profile with a 4:2:0 color space
  • Audio codec recommendation: AAC LC (low complexity)

 

 

Tweet to Unlock

Drive engagement and conversation with embedded call-to-action Tweet buttons with customizable hashtags that prompt users to Tweet about your brand to all their followers. Choose between an accompanying image or video.

Pricing model: CPE for Tweet to Unlock (image); CPV (3s/100% in view or 2s/50% in view) for Tweet to Unlock (video)

The Tweet to Unlock product is a type of Conversation Card and follows the same specs, except videos do not loop and the video ratio is 1.91 : 1. For all other specifications, please reference the Conversation Card specs above. 

 

Branded emojis

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.

Purchase subject to a minimum investment.

Creative specifications:

  • Up to 5 #Hashtags associate 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

 

 

Brand reminders

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 also 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.

Pricing model: CPE

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.
  • Supported media and Cards: 16:9 Image, 16:9 or 1:1 Video, 16:9 or 1:1 GIF, Image or Video Website Card, Image or Video Conversation Card, Image or Video App Card
  • 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.
  • Supported media and Cards: 16:9 Image, 16:9 or 1:1 Video, 16:9 or 1:1 GIF, Image or Video Website Card, Image or Video Conversation Card, Image or Video App Card
  • 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.
  • Campaigns may run for a max of 14 days from CTA Tweet publish to reminder send.
  • The brand’s Twitter account must be verified to run a Brand Reminder campaign.
  • Users must be public to opt-in; users with protected (private) Twitter accounts are not able to opt-in to a Brand Reminder campaign.

 

 

Promoted Moments

Promoted Moments are a collection of Tweets you can place together in a storytelling canvas that's immersive and engaging. The format allows brands to tell a story beyond 280 characters. Available to both advertisers and publishers.

Pricing model: CPE or CPM

 

Promoted Trend

Maximize awareness and conversation at scale around your brand by owning the top trending topic on Twitter for 24 hours. Promoted Trends are a high impact placement for your message that drives mass-awareness, enables user discovery and scales your campaign across Twitter.

Pricing model: Flat fee. Contact Twitter client partner for pricing and availability.

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 Tweets (required): Craft 3-6 Promoted Tweets (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.

 

 

Promoted Trend Spotlight

Put your brand at the center of conversation, where the power of video meets the premium real estate of the Explore tab. This takeover ad placement pairs the undeniable stopping power of video with the premium real estate of Twitter’s Explore tab.

Pricing model: Flat fee. Contact Twitter client partner for pricing and availability.

The Spotlight 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

PTr hashtag: Max 16 characters

PTr description: Max 30 Characters

Creative must be delivered to Twitter via a darkTweet, with media (either GIF, MP4, or image) only. Media in card formats cannot be accepted.

Trend name & description:

  • Don’t duplicate hashtag in both Trend Name and Description.
  • PTr 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.

 

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