X tries wooing advertisers by letting them reuse creatives made for other platforms | TechCrunch

TechCrunch

by Sarah Perez

February 26, 2026

AI-Generated Deep Dive Summary

Elon Musk’s X has introduced a new feature aimed at simplifying ad creation for marketers, potentially boosting its appeal to advertisers. The platform now supports a wider range of aspect ratios for both image and video ads, allowing brands to reuse content they’ve already created for other platforms without the need for reformatting or cropping. This move is designed to streamline the process for advertisers, making it easier for them to run consistent campaigns across multiple social media platforms. The updated feature includes support for 4:5 (1440 x 1800 pixels) and 2:3 (1080 × 1620 pixels), in addition to existing formats like 1:1, 16:9, 9:16, and 1.91:1. This expanded capability is part of X’s efforts to make its ad business more competitive, particularly after facing declines following Musk’s acquisition of the company. By reducing the need for manual adjustments, X aims to save advertisers time and resources while maintaining brand consistency across campaigns. Monique Pintarelli, head of global advertising at xAI (the parent company of X), emphasized that the new feature empowers brands to repurpose creatives directly on X without compromising their vision. This approach not only accelerates testing and implementation but also enhances reach among X’s engaged audience. The strategy reflects X’s commitment to making its ad platform more user-friendly and efficient, which is crucial for attracting advertisers looking for cost-effective solutions. This development underscores the importance of adaptability in the ever-evolving tech landscape, particularly in social media advertising. By eliminating the need for reformatting, X is addressing a key pain point for marketers while potentially setting itself apart from competitors like Instagram or Facebook. As the platform continues to refine its ad offerings, it positions itself as a more attractive option for brands seeking to maximize their digital marketing efforts without added complexity.

Verticals

techstartups

Originally published on TechCrunch on 2/26/2026