X owner Elon Musk announced that the platform will start charging advertisers based on how much screen space their ads take up. The change means bigger ads that fill more of a user’s screen will cost more than smaller ones.
Musk shared the news in a post on X, saying the platform is “moving to charging for ads based on vertical size.” He explained that “an ad that takes up the whole screen would cost more than an ad that takes up 1/4 of the screen.” The goal is to stop advertisers from creating giant ads that hurt the user experience.
The new pricing model has not been put in place yet. X has not updated its official advertising pricing page with details about the change. But the update is coming soon, which means businesses need to think about how it will affect their ad campaigns.
Current Ad Sizes on X Vary Widely
Right now, X ads come in different sizes depending on what content advertisers include. Text-only ads take up less space, while ads with images or videos can be much larger. Video ads and posts with long images can fill a big portion of someone’s screen, especially on mobile devices.
The platform already has some limits. Text gets cut off after 180 characters unless users click “show more.” Images and videos also have size restrictions. But even with these limits, there can be big differences in how much screen space ads take up.
Some ads also get bigger when they include features like Community Notes, which add extra information below the main ad content. This creates even more variation in ad sizes across the platform.
X Faces Money Problems
The timing of this pricing change comes as X struggles with its advertising business. The platform’s ad revenue has dropped significantly since Musk bought it in 2022. Data shows X’s global ad revenue fell to about $2 billion in 2024, down from much higher numbers before the acquisition.
Many big brands have reduced or stopped their advertising on X. Some did this because of concerns about content moderation changes. Others left due to Musk’s controversial statements and decisions. X has filed lawsuits against several major companies, including Shell, NestlĂ©, and Lego, claiming they conspired to boycott advertising on the platform.
The company expects its first year of ad revenue growth since the Musk takeover in 2025. Forecasts suggest X’s US ad revenue will grow 17.5% to $1.31 billion in 2025, while global ad sales may rise 16.5% to $2.26 billion.
How Other Platforms Handle Ad Pricing
X’s move to size-based pricing is not entirely new in social media advertising. Other platforms already use different pricing methods based on ad format and placement.
Facebook and Instagram ads typically cost between $0.01 and $4 per action, while X ads currently cost about $0.26 to $2.00 per action. LinkedIn ads are more expensive, ranging from $0.26 to $8 per action, mainly because they target business professionals.
Most major platforms charge based on factors like audience targeting, competition for ad space, and campaign goals. But charging specifically for the physical size of ads is less common across the industry.
Recent Changes to X Advertising
The size-based pricing announcement comes after other recent changes to X’s advertising system. The platform recently banned hashtags from all promoted posts, which took effect on June 27, 2025. Musk said this change was also about making the platform look cleaner and more organized.
X also changed how it pays content creators on the platform. Instead of paying based on ads in replies to their posts, creators now get paid based on engagement from X Premium subscribers. This shifts focus away from traditional advertising revenue toward paid subscriptions.
These changes show X is trying different ways to make money as it deals with advertiser departures and revenue challenges.
Impact on Advertisers
The new pricing system could change how businesses approach X advertising. Companies may start using smaller images and shorter videos to keep costs down. This could lead to more text-based ads or ads with minimal visual content.
However, smaller ads might not grab as much attention from users scrolling through their feeds. Advertisers will need to balance cost savings with the effectiveness of their campaigns.
The actual impact will depend on how much extra X charges for larger ads. If the price difference is small, many advertisers might continue using bigger visuals. But if X sets high premiums for large ads, expect to see smaller ad formats become more popular.
Businesses that rely heavily on visual advertising, like fashion brands or restaurants, may be affected more than companies that can communicate effectively with text-only ads.
What Advertisers Should Do Now
Companies advertising on X should start preparing for the pricing change. This means reviewing current ad campaigns to see how much screen space they typically use. Businesses should also test different ad sizes to see which ones work best for their goals.
Some advertisers might want to create multiple versions of their ads – both large and small formats. This would let them choose based on budget and campaign objectives once the new pricing goes live.
It’s also worth looking at other social media platforms to compare options. With X facing ongoing challenges and making frequent changes, some businesses might want to diversify their social media advertising across multiple platforms.
The key is staying flexible and ready to adjust strategies as X continues to evolve its advertising system under Musk’s leadership.
