X Introduces Size-Based Ad Pricing Model

Time to Adjust Budgets. X Ads Face Pricing Changes Based on Size

Platform X is preparing another significant change in advertising. Following the recent ban on hashtags in promoted posts, Elon Musk announced that a new principle will soon take effect: the larger the ad visual, the higher the price for its display.

Elon Musk stated that the goal is to keep the feed clean and organised. Currently, advertising formats with larger images or videos can take up practically the entire user’s screen. While this increases their visibility, according to Musk, it worsens the user experience.

“X is moving to charging ads based on their vertical size – so an ad that takes up the full screen will cost more than one that takes up only a quarter. Otherwise, advertisers would be incentivized to create huge ads that hurt UX.”

The change is still on its way and won’t be found in the official X Ads pricing yet. However, it’s confirmed and needs to be factored into budgets.

How X’s Ad Pricing Changes Will Affect Format Selection and Budget Planning

Visual height may seem like a detail, but it can fundamentally impact both budget and campaign appearance. If e-shops have been using large lifestyle visuals or vertical videos to maximise space and attention, they’ll pay more for it under the new system.

If the price difference increases significantly, ad formats may start shrinking. Performance campaigns could suffer the most, where every cent matters. However, if the difference isn’t dramatic, brands might stick with their original formats.

We’ll likely see a reevaluation of creative strategies. Finding the balance between visual size, display cost, and real campaign performance impact will be crucial.

On the flip side, size-based ad pricing isn’t unusual in digital. Similar principles are used by other platforms and media.

The difference is that X frames this step as improving user experience, not optimising revenue.

That’s why it’ll be important to monitor how exactly the new rules translate into practice – and whether they might also affect the organic reach of larger visuals.

• If your brand or client actively advertises on X, prepare for changes in visibility pricing.
• Test different formats in advance – smaller banners vs full-screen videos – and monitor their performance before the changes go live.
• Factor the new metric into budget planning and campaign optimisation.
• It’s worth tracking when and how X publishes the new pricing. It could impact budget and media planning.