X is offering advertisers reduced rates on ads that meet new creative standards focused on clean design and simplicity. The platform’s updated guidelines are part of a broader effort to prioritize user experience and improve ad quality across its feed, as reported by Adweek.
Simpler Ads, Better Placement
The company is encouraging brands to strip out clutter in their ad content. That means fewer emojis, no hashtags, and a more refined look. Advertisers are advised to avoid links in the copy and limit emoji use to one per ad, unless targeting Japanese or Korean audiences. Poorly cropped or overly flashy visuals are also discouraged.
Ads that follow these guidelines will receive an “aesthetic score” from X. That score will factor into both pricing and delivery, influencing how much advertisers pay and how widely their ads are shown. Higher scores can lead to lower costs and better placement in user timelines.
Monique Pintarelli, X’s head of Americas, said the platform is aiming to cut back on clickbait-style content and reward better creative. “This is about creating a more valuable and less disruptive experience,” she said.
New Creative Guidelines Take Shape
The aesthetic score is now part of X’s broader ad quality system, which also considers engagement, relevance, and freshness. Advertisers whose creative aligns with the new expectations will gain a price advantage in auctions. Ads that don’t meet the criteria may cost more to run and reach fewer people.
For now, these are guidelines rather than firm rules. However, X has indicated that stricter enforcement could come in the future as it refines its approach.
AI Tools Add More Context
The platform is also testing an AI-generated explanation feature on ads. A new “Explain this post” button allows users to see background information pulled from advertiser websites and third-party sources. The tool is powered by Grok, the company’s internal chatbot. Although helpful in theory, Grok’s accuracy has varied.
X has been expanding its use of AI across the ad platform, from creative support to performance measurement. The latest update builds on previous releases of tools that help advertisers craft and test messaging more efficiently.
Ad Business Still in Recovery
Since the 2022 acquisition and rebrand, X has struggled to bring back advertisers. The company lost several high-profile sponsors in 2023 and has faced criticism over the quality of ads appearing on the platform. Users have flagged an increase in promotional content for crypto schemes and adult games.
Despite this, X’s ad revenue is projected to reach $2.46 billion in 2025, up from $2.11 billion the previous year, according to estimates from eMarketer. While that remains well below 2021 levels, the platform is hoping that more polished creative standards will help rebuild trust with brands.
