• by Colin Kirkland , Yesterday

Elon Musk's social media company has announced a new feature that allows advertisers to extend their existing social media ad creative to X and “expect the same visual quality and performance.”

X's new ad functionality – now available to all ad partners -- forgoes AI-powered editing solutions by providing expanded aspect ratio support for video and image ads, in an effort to eliminate the need to reformat, crop or rebuild assets.

According to the company's announcement, advertisers can now upload their existing ad assets into X Ads Manager via Media Studio, Composer, or the Campaign Form and apply new aspect ratios, including 4:5 (1440 x 1800) and 2:3 (1080 x 1620 pixels).

The update comes as X struggles to rebuild its ad business following Musk's takeover in 2022. In December, the company reported its first notable revenue boost for the first time in four years.

However, the improved numbers are only half of the $4.4 billion that X, formerly Twitter, was making through advertising prior to Musk's leadership.

Over the past year, X attempted to revamp its ad business in various ways. In October, the company announced a redesign of its Ads platform that would prioritize small businesses. The company has also used its investments in generative AI to power ads with its large-language model Grok and is making plans for sleeker in-stream ads.

In addition, X is facing growing competition from Meta's Threads app, which recently surpassed X in daily active mobile users, according to a report from market intelligence provider Similarweb.

As X attempts to win back advertisers following Musk's X takeover, Threads has focused on building out its advertising capabilities, adding third-party verification and introducing before the 2025 holiday boom.

With the launch of full aspect ratio support, X is hoping to persuade more brands to consider adding the platform to their social media campaign via the suggestion of seamless ad reuse.