X, formerly Twitter, has a reputation for being a text-first platform. That reputation is increasingly outdated. Video and image content on X regularly outperforms pure text in terms of impressions and engagement, and the platform’s advertising infrastructure supports a range of visual formats that most brands are not fully using.
This guide covers every visual specification on X — from profile assets to in-feed posts to paid ad formats — with the exact numbers you need to design assets that render correctly and perform well.
Profile Assets
Profile Photo
- Recommended dimensions: 400 × 400 pixels
- Aspect ratio: 1:1
- File type: JPG or PNG
- Maximum file size: 5MB
Profile photos on X display as a circle in almost every context — on your profile page, next to your posts in the feed, and in replies and conversations. The corners of the image are masked. Any content placed in the corners will not be visible.
The practical rule: keep the focal point — face, logo, or primary icon — in the centre of the frame with enough clearance from the edges that the circular crop does not cut into it. A minimum inset of about 15% on each side is a safe working assumption for the circular mask.
X displays the profile photo at very small sizes next to tweets in the feed. At these sizes, complex imagery becomes unreadable. A clear face or a simple logo mark works far better than a detailed illustration or text-based design.
Header Photo
- Dimensions: 1500 × 500 pixels
- Aspect ratio: 3:1
- File type: JPG or PNG
- Maximum file size: 5MB
The header photo spans the full width of the profile page and sits behind the profile photo in the lower-left area. The profile photo overlap is significant — it covers a roughly circular area approximately 200 × 200 pixels in the lower-left corner of the header. Avoid placing logos or text in this zone.
On mobile, the header may be cropped slightly differently depending on screen size and the X app version. Keep critical content in the horizontal centre band of the image — approximately the middle 60% of the width and the middle 50% of the height. Treat the edges as atmospheric space that may or may not be fully visible.
The 3:1 ratio is narrow relative to its width. Abstract patterns, brand colours with a tagline, or a strong single image work better than complex multi-element compositions that get lost in the horizontal strip format.
In-Feed Post Images and Videos
In-Feed Image
- Recommended dimensions: 1600 × 900 pixels (16:9) — but multiple ratios are supported
- Also supported: 1200 × 1200 pixels (1:1), 1080 × 1350 pixels (4:5)
- File type: JPG or PNG
- Maximum file size: 5MB
X displays images inline in the feed, and the aspect ratio affects how much space the post occupies. A landscape 16:9 image displays with a fixed height in the feed, meaning more content is visible below the post without scrolling. A vertical 4:5 image occupies more vertical space, giving the post more presence before the viewer scrolls past.
When a tweet contains a single image, X displays it at the original aspect ratio within a fixed-height preview. When a tweet contains two, three, or four images, X arranges them in a grid layout — and the individual images are cropped to fit the grid. Design multi-image posts with this grid cropping in mind, or make each image work as a standalone rather than relying on them being viewed in sequence.
In-Feed Video
- Recommended dimensions: 1600 × 900 pixels (16:9)
- File type: MP4 or MOV
- Maximum file size: 1GB (recommended under 512MB)
- Audio codec: AAC LC (low complexity)
- Video codec: H.264, Baseline / Main / High Profile with 4:2:0 colour space
- Maximum bitrate: 25 Mbps
X videos auto-play silently in the feed by default — sound activates when the user taps. Design the opening of your video to communicate visually without relying on audio. Text overlays, clear imagery, and visual storytelling in the first few seconds are more important here than on sound-on platforms like TikTok.
Website Card Image
- Dimensions: 800 × 418 pixels
- Aspect ratio: 1.91:1
- File type: JPG or PNG
- Maximum file size: 5MB
Website Card images appear when you share a link that has an Open Graph image set in its meta tags. X will pull the OG image from the linked page and display it as a card below the tweet text. If you control the destination URL, ensure the OG image is set to 800 × 418 or a proportionally equivalent size at 1.91:1.
Ad Formats
Image Ad
- Dimensions: 800 × 418 pixels (1.91:1)
- Also supported: 800 × 800 pixels (1:1)
- File type: JPG or PNG
- Maximum file size: 5MB
Image Ads appear in the feed as promoted posts with a “Sponsored” label. They blend with organic tweet content in format and presentation. The 1.91:1 ratio is the standard for single image ads; the 1:1 square option is available and takes up more vertical space in the feed.
Because Image Ads look like organic posts, the creative approach matters. Ads that feel native to the X environment — referencing platform culture, using a conversational tone, or presenting information in a way that fits the timeline — tend to outperform ads that look like they were lifted from a display campaign.
Video Ad
- Recommended dimensions: 1600 × 900 pixels (16:9)
- File type: MP4 or MOV
- Maximum file size: 1GB (recommended under 512MB for faster processing)
- Audio codec: AAC LC
- Video codec: H.264, Baseline / Main / High Profile, 4:2:0 colour space
- Progressive scan
- Stereo audio
- Maximum bitrate: 25 Mbps
- Recommended duration: 6–120 seconds; maximum 2 minutes 20 seconds
- Also accepted: 1280 × 1080 and 720 × 1280
Video Ads on X auto-play silently and require a tap to activate sound — identical to organic video behaviour. The silent auto-play context means your first frame and first few seconds of visual content carry disproportionate weight in capturing attention before sound is enabled.
Carousel Ad
- Image dimensions: 800 × 418 pixels (1.91:1) or 800 × 800 pixels (1:1)
- Video dimensions: Same as image options
- File type: JPG or PNG (image); MP4 or MOV (video)
- Maximum file size: 5MB per image; 1GB per video
- Cards: Up to 6 cards per carousel
Carousel Ads on X allow horizontal swiping through multiple image or video cards, each with its own headline and destination URL. This makes them useful for showcasing multiple products, features, or campaign messages within a single ad unit.
Unlike some other platforms, X Carousel Ads can mix image and video cards within the same carousel unit. Each card can link to a different URL, which is particularly useful for advertising a product range where different cards lead to different product pages.
What Performs on X
A few platform-specific observations worth knowing:
X’s audience is faster than most. The platform’s feed moves quickly and users have developed a strong pattern-recognition ability for what is worth stopping on. The first fraction of a second of a visual needs to create a pause — either through direct relevance, visual surprise, or clear signal of value.
Text and image combinations often outperform pure image. A tweet with a strong text statement and a relevant supporting image can outperform an image-only post that relies entirely on the visual. X is still fundamentally a text-forward platform, and copy that pairs with imagery often performs better than imagery that tries to stand alone.
GIF format has a dedicated audience. X has deeply embedded GIF culture. Animated GIF ads — particularly those that loop seamlessly and feel like they belong on the platform — can perform well in contexts where a static image would be ignored. The platform treats GIFs as a separate content signal from video, and they often autoplay more reliably than video in lower-bandwidth situations.
The header is often underutilised. Most X profiles have generic or placeholder header images. A well-designed header communicates your brand proposition immediately to anyone who visits your profile — which happens far more often than most account managers realise, because users click through to profiles before following, before replying to ads, and when evaluating whether a source is credible.
Common Mistakes on X
Designing the header without accounting for the profile photo overlap. The lower-left corner of the header is obscured by the circular profile photo on every profile page. Logos, taglines, or key information placed in the lower-left will be covered. Always preview the header alongside the profile photo placement before publishing.
Using a profile photo that is too complex. At the sizes X displays profile photos — particularly next to tweets in a dense feed — complex imagery becomes noise. A simple, high-contrast image reads more clearly and feels more professional.
Not designing for silent video. X videos auto-play silently. An ad where the entire message is delivered through a voiceover will be seen as a black screen with a speaker icon by the majority of users who do not tap for sound. Text overlays or visual storytelling that works without audio are essential, not optional.
Ignoring the 5MB file size limit for images. The 5MB cap on X is lower than most other platforms (Instagram allows up to 30MB for feed images). Large, high-quality PNGs can easily exceed this limit. Test your export settings — JPG at 80–85% quality typically produces a file well within the limit while maintaining acceptable visual quality.
Final Thoughts
X is a fast platform that rewards creative economy. Whether you are designing profile assets, creating in-feed content, or running paid ads, the principle is the same: communicate one clear thing, communicate it immediately, and make it feel at home in the timeline.
The specifications here are the technical foundation. The creative strategy — understanding that sound is off by default, that the feed moves fast, and that native-feeling content outperforms polished-but-alien advertising — is what actually drives results.