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    Twitter Ads

    Understanding Twitter Ad Specs & Formats

    Creating ads on Twitter is pretty straightforward, and once you understand the difference between say an Image Website card and a Single Image Tweet, you’ll have a good idea of which ad unit to use to hit your campaign objectives. 

    First up, we should point out that Twitter calls its ad units 'cards'. The platform currently offers 10 different types of cards:

    • Plain Text Tweet
    • Image Website card
    • Image app card
    • Video app card
    • Promoted video
    • Single Image Tweets & GIFs
    • Multi-image Tweets
    • Video Website card
    • Conversational Ads
    • Direct Message card

    In this post, we’ll look at the distinct characteristics of each Twitter ads format, as well as the ad specs and sizes for each.

    Twitter Plain Text Tweet

    What is a Twitter Plain Text Tweet?

    A Plain Text Tweet is exactly like a regular Tweet, except it’s promoted and targeted to a specific audience. 

    Plain Text Tweet ad specs

    • Text: 280 characters (link = 24 characters)

    Twitter Image Website Card

    What is a Twitter Image Website Card?

    A Twitter Image Website card is a Tweet paired with one image. The entire card is linked to a post-click landing page. 

    Twitter Image Website Card ad specs

    • Tweet copy: 256 characters 
    • Website title length: 70 characters, recommended 50 to ensure that truncation won’t occur.
    • Twitter card image size: 800 x 418px or 800 x 800px for 1:1 aspect ratio (max 3mb)
    • Aspect Ratio: 1:91:1 or 1:1.
    • File types: PNG and JPEG are recommended. No BMP or TIFF files.

    Twitter Video Website Card

    What is a Twitter Video Website Card?

    A Video Website Card pairs an autoplay video with a website link. 

    Twitter Video Website Card ad specs

    • Tweet copy: 280 characters
    • Headline (under video): 70 characters, less than 50 recommended
    • File type: MP4 or MOV
    • Aspect Ratio: 16×9 or 1×1
    • URL: Must begin with http:// or https://
    • File size: No limit, but under 1GB recommended. No GIFs.
    • 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

    Twitter Image App Card

    What is a Twitter Image App Card?

    The purpose of an Image App Card is to get someone to download an app or send them into the app if they already have it installed. This card is an image website card that drives visitors to Google Play or Apple’s App Store.

    Twitter Image App Card ad specs

    • Tweet copy: 256 characters are available
    • Twitter card image size: 800 x 800 pixels (max 3mb) for 1:1 aspect ratio. 800 x 418 pixels (max 3mb) for 1.91:1 aspect ratio
    • File types: PNG and JPEG. No BMP or TIFF files. GIFs will render as a static image.
    • Title/price: Pulled from app store.
    • Call-to-action options: Install (default if app is not installed), Open (default if app is installed), Play, Shop, Book, Connect, and Order.

    Twitter Video App Card

    What is a Twitter Video App Card?

    A Twitter Video App Card is the same as a Twitter App Card but it uses video instead of a static image.

    Twitter Video App Card ad specs

    • Tweet copy: 256 characters.
    • Video ratio: 16×9 and 1×1.
    • Title: Truncated at 70 characters.
    • Description: Truncated at 200 characters.
    • File size: Under 1GB strongly recommended for optimal performance.
    • File types: MP4 or MOV.
    • Max time: 2 minutes and 20 seconds. (Select advertisers can request an increase to 10 minutes through their Twitter Account Manager)
    • Video codec: H264, Baseline, Main, or High profile with a 4:2:0 color space.
    • Frame rate: Minimum 29.97FPS or 30FPS
    • Video bitrate: 6,000 – 10,000k (recommended 6,000k) for 1080p. 5,000k – 8,000k (recommended 5,000k) for 720p).
    • Audio codec: AAC LC (low complexity).

    Twitter Promoted Video

    What is a Twitter Promoted Video ad?

    A Twitter promoted video ad is like a Twitter Image Website card, except it uses video instead of a static image. The length of the videos ranges from a few seconds all the way up to 10 minutes for select advertisers. Promoted Videos are native to Twitter, so there’s no link to an external video source as there is when you embed a video in a regular Tweet.

    Twitter Promoted Video ad specs

    • Media Studio and Ads Manager allow 280 characters when tweeting.
    • Title (under video): 70 characters.
    • Description (under video): 200 characters.
    • File type: MP4 or MOV.
    • File size: Under 1GB recommended
    • Max time: 2 minutes and 20 seconds (Select advertisers can request extension to 10 min through their Twitter account manager).
    • Video codec: H264, Baseline, Main, or High profile with a 4:2:0 color space.
    • Frame rate: at least 29.97FPS or 30FPS
    • Video bitrate: 6,000 – 10,000k (recommended 6,000k) for 1080p. 5,000k – 8,000k (recommended 5,000k) for 720p).
    • Audio codec recommendation: AAC LC (low complexity).
    • Aspect ratio: 16:9 or 1:1

    Single-image Tweets and GIFS

    What are single-image Tweets and GIFs?

    Single-image Tweets and GIFs feature text and one image or GIF. The card does not have a built-in link feature, so to include links, you must account for them in your Tweet copy.

    Image from Twitter

    Single-image Tweets and GIFs ad specs (mobile)

    • Tweet copy: 280 characters
    • Image width/height: Minimum 600 X 335 pixels.
    • Aspect ratio: 16:9.
    • Image file size: Max 15mb on twitter.com and 3mb on ads.twitter.com.
    • File types: PNG, JPEG, GIF. No BMP or TIFF files.

    Single-image Tweets and GIFs ad specs (desktop)

    • Tweet copy: 280 characters when created on www.twitter.com or native applications. 232 when created with ads.twitter.com.
    • Twitter card image size: Minimum width: 600 pixels, any height greater than the width will be cropped 1:1.
    • Aspect ratio: Between 2:1 and 1:1
    • Image file size: Max 15mb on twitter.com & 3mb on ads.twitter.com.
    • File types: PNG, JPEG, or GIF are recommended. No BMP or TIFF files.

    Multi-image Tweets

    What are multi-image Tweets?

    Multi-image Tweets and GIFs feature text and up to four images or GIFs. Clicking on any photo will expand it. 

    Multi-image Tweets ad specs (mobile)

    • Tweet copy: 280 characters.
    • Twitter card image size: Minimum 600 X 335 pixels
    • Aspect ratio: Multi-image Tweets will always be cropped to a square (1:1). For two images, both will be 7:8 aspect ratios. For three images, one on the left will be 7:8 aspect ratio and two on the right will be 4:7 aspect ratio. Four images will all be 2:1 aspect ratio in a grid.
    • Image file size: Max 3mb on twitter.com, max 1048kb on ads.twitter.com.
    • File types: PNG and JPEG. No BMP or TIFF files.

    Multi-image Tweets ad specs (desktop)

    • Tweet copy: 280 characters.
    • Twitter card image size: Minimum 600PX by 600PX
    • Aspect ratio: Multi-image Tweets will always be cropped to a square (1:1). For two images, both will be 7:8 aspect ratios. For three images, one on the left will be 7:8 aspect ratio and two on the right will be 4:7 aspect ratio. Four images will all be 2:1 aspect ratio in a grid.
    • Image file size: Max 3mb on twitter.com, max 1048kb on ads.twitter.com.
    • File types: PNG and JPEG. No BMP or TIFF files

    Twitter Conversational Ad

    What is a Twitter Conversational Ad?

    Conversational Ads are Promoted Tweets with images or videos that include call-to-action buttons with customizable hashtags. They encourage people to spread your message to their followers using the call-to-action buttons. 

    Image from Twitter

    Twitter Conversational Ad specs

    Tweet copy: 280 characters

    Hashtag: 21 characters.

    Pre-populated user Tweet: 256 characters.

    Headline: 23 characters.

    Thank you text: 23 characters.

    Thank you URL (optional): 23 characters.

    Video (if used): Same specifications mentioned in the “Promoted video” section - required to be in 16:9 aspect ratio. Note that the cover image for these videos must also be 16:9 aspect ratio.

    Image Specs (if used): File size: 3 MB, Aspect ratio: 1.91, Image width / height: 800 X 418PX, File formats: JPEG, PNG, non-animated GIFs.

    Twitter Direct Message Card

    What is a Twitter Direct Message Card?

    The Direct Message Card uses an image or video and customizable buttons, like call-to-action buttons, to promote your brand's chatbot in Direct Messages.

    Twitter Direct Message Card ad specs

    • Tweet copy: 232 characters
    • Button text: 24 characters. Emojis are supported.
    • Image specs (if used): 3 MB file size, aspect ratio: 5:2 or 1.91:1.
    • Minimum image width: 800 pixels.
    • File formats: JPEG, PNG, non-animated GIFs.
    • Video specs (if used): Same specs as promoted video.

    If you’re ready to get started, this is a great place to start launching your campaign. Once you’re up and running, check out AdStage’s Twitter integration, which helps you optimize campaigns with rules that schedule them, alert you based on performance, pause campaigns, increase budgets, and more.

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    Breanna Lambert

    Breanna has 10+ years’ experience in marketing, though the tides & trends have pushed her almost exclusively into digital. She lives in the hills above Boulder, CO and spends her downtime outside exploring with her husband, son, and pup.