Creative best practices
Write >x< ad copy that captivates and inspires action. Keep it short, stay authentic, minimize distractions, create urgency, and use a clear call-to-action.
Copy that captivatesand inspires action
Shorter is sweeter
The best performing ads are only 50-100 characters. Make sure your ad is simple, gets straight to the point, and focuses on one clear message.
Be authentic
Brands get real on X, and our audience expects them to be. Stay true to your voice, speak naturally and directly to your audience, and avoid being overly sales-y.
Minimize distractions
Provide only one exit point, whether that’s clicking through to your website or your app, to keep your message laser-focused.
Avoid using @mentions in your ad whenever possible, as they can distract viewers and lead them away from your content. Hashtags and multiple emojis are also prohibited in ads for the same reason.
See here for our full ad quality policy.
Create urgency
Give people a reason to take immediate action. Highlight limited-time offers or unique value to motivate clicks, downloads, or purchases.
Use a clear call-to-action
Tell people exactly what to do after viewing your ad. Include a strong CTA like “Learn more,” “Order now,” or “Download the app” in your ad headline.
Creative that converts
at every touchpoint
97% of people focus on visuals on >x<, so it's important that yours are eye-catching and feature your product or key message. And whether you're using an image or video, make sure that there's a clear connection between your imagery and your ad copy.