Recently, Twitter, now operating as X, expanded its video advertising capabilities with new and enhanced formats designed for higher engagement. The updates reflect a mobile-first approach, giving advertisers more immersive and interactive tools to reach audiences across the platform.
Key Developments
According to recent reports, X has introduced multiple video-focused ad formats aimed at improving performance across awareness and conversion objectives.
Vertical video ads now play a central role. These full-screen ads are optimised for mobile viewing and appear within the immersive media feed, helping brands capture attention quickly with early call-to-action prompts.
Carousel ads allow advertisers to include multiple images or videos within a single unit. This format enables storytelling, product showcases, and sequential messaging, often delivering higher engagement than single-asset ads.
Amplify pre-roll ads align brand messages with premium, brand-safe video content from recognised publishers. This placement helps advertisers reach audiences already engaged with high-quality media.
Collection ads combine a hero image or video with supporting thumbnails, allowing users to explore multiple products or actions directly from one ad unit.
Industry & Expert Context
Industry analysts note that short-form and vertical video consumption continues to rise across social platforms, especially on mobile devices. X’s updated video ad formats align with this broader shift in user behaviour.
Entities such as X Ads, Media Rating Council, and major publishing partners have highlighted how immersive formats improve recall and engagement when paired with contextual content.
The changes also reflect increased competition among platforms to attract advertiser spend by offering flexible, performance-driven creative options.
As social feeds become more video-centric, platforms are prioritising formats that reduce friction between viewing and action.
Why This Matters
For advertisers, expanded Twitter video ad formats provide more creative flexibility and improved opportunities to engage users in fast-scrolling environments.
Mobile-optimised formats help brands deliver messages more effectively, particularly for launches, promotions, and e-commerce campaigns.
For users, better-integrated video ads can feel less disruptive when aligned with native content formats, improving overall experience.
What Happens Next
Looking ahead, video advertising on X is expected to continue evolving around mobile behaviour and performance measurement.
Advertisers are likely to experiment more with vertical video, sequential storytelling, and shoppable formats as competition for attention increases.
As analytics and attribution tools mature, brands will increasingly optimise video creatives based on engagement depth rather than impressions alone.
Final Takeaway
Twitter video ad formats are evolving to support more immersive, mobile-friendly advertising experiences. The expanded options give brands greater control over storytelling, engagement, and conversion paths.
Digilogytracks these platform developments closely, analysing how changes in social advertising formats influence performance and media strategies across industries.
