X has updated its website card display for in-stream ads, with a text bar, and a custom CTA button along the bottom of the ad, in order to help drive more clicks.
As you can see in this example, X’s updated ad format, which is now available for ads using the “Sales” objective, will now display the headline and CTA button along the bottom of the main image, creating a more distinctive look.
As explained by X:
“Headlines will now appear below your images or videos, accompanied by a distinct, customizable Call to Action button to enhance your campaigns. Please note that this update applies only to ads – organic posts will retain their traditional layout with headlines overlaid on images or videos.”
So it’ll make your ads stand out in-stream, with an alternative format to regular X posts.
Though, as you may recall, this “new” format is very similar to how all Twitter/X link posts used to look in the app:
Back in 2023, X updated its link preview presentation to the format on the left, removing the lower info panel, as part of X’s broader effort to improve the look of the feed.
X then brought headlines back to the link previews early last year, which are now overlaid on the image. But essentially, you now have no room outside of the preview frame to grab attention, with X looking to simplify the post display as much as it can.
But now, ads will get more room to play with once again. Which runs somewhat counter to Elon Musk’s “esthetics” push, but it seems like this may have been something that advertisers had requested.
In any event, you now have more options to customize your paid posts, and more ways to grab attention, with ads that standout in-stream.
So, another subtle reversion to Twitter style from X’s more drastic shifts, as it continues to work on options to entice ad partners back.
