Elon Musk announces changes in pricing for advertising on X

Elon Musk has once again shaken up the advertising landscape of X with a measure that is set to change the rules for brands and agencies: from now on, the cost of advertisements will depend on the vertical space they occupy on the screen. In other words, the taller the advertisement, the more you will have to pay.

This new model seeks to curb the proliferation of intrusive ads that take over the entire display and negatively impact user experience. Or at least, that is how Musk explained it in a post on his social network: “An ad that covers the entire screen will cost more than one that occupies one-quarter of the screen. Otherwise, the incentive is to create giant ads that impair the user experience.”

is moving to charging for ads based on vertical size, so an ad that takes up the whole screen would cost more than an ad that takes up 1/4 of the screen, otherwise the incentive is to create giant ads that impair the user experience

— Elon Musk (@elonmusk) June 27, 2025

Although there has not yet been an official company statement, nor has the exact implementation date for these changes been announced, if you are responsible for social media advertising, it is advisable to begin preparing your templates in order to balance budget and creativity (the never-ending story). Anticipation and flexibility will be the only formula for successfully navigating this new (and uncertain) advertising landscape.

What is the current situation and what will change?

At present, X applies an auction system based on specific actions (clicks, impressions, app installations, and so forth), where the final price depends on the bid and the quality of the advertisement. With this update, a new variable would be introduced: the vertical size of the ad.

This means that ads occupying more space on the user’s screen will be costlier, regardless of the format (image, video, carousel, etc.). The purpose of this new policy is to discourage the publication of large advertisements that interrupt browsing and to promote formats that are more seamlessly integrated and less invasive.

Farewell to hashtags in advertisements

However, that is not all. Musk has also announced the prohibition of hashtags in advertisements, labeling them as a “esthetic nightmare.” While this tool, once so relevant for post positioning, will remain available in organic tweets, its removal from advertisements seeks to provide a cleaner, more professional aesthetic.

This decision is part of a broader strategy by X to redefine the visual experience of the platform, aiming for smoother navigation with fewer distracting visual elements.

How will this affect your advertising strategy?

If you manage campaigns on X, now is the time to review your creative assets. Here are some practical tips:

• Optimize the size of your ads: consider using more compact formats that occupy less vertical space in order to reduce costs.
• Review your current creative assets: if you are using full-screen ads, assess their performance and consider adapting them to meet the new requirements.
• Remove hashtags from your advertisements: since they are no longer permitted, ensure your advertisements do not include them in order to avoid rejections or penalties.
• Prioritize quality and relevance: With an increased emphasis on user experience, it is more important than ever for your advertisements to be engaging, relevant, and unobtrusive.

Photo: ChatGPT