Twitter/X ad post copy has a maximum of 280 characters, reduced to 257 characters when including a link. Media headlines allow 70 characters (50 recommended), and descriptions under headlines support up to 200 characters. Understanding these X advertising character limits is essential for creating high-performing promoted posts on a platform with over 600 million monthly active users and an average CPM of $2.09.

This guide covers all X advertising character limits, best practices for each ad element, format types, and optimization strategies to maximize your ad performance.

Quick Reference: X Ad Character Limits

Post Copy Optimization (280 Characters)

Understanding the 280 Character Limit

X promoted posts share the same base character limit as organic tweets: 280 characters. However, when your ad includes a link (which most ads do), the actual usable space drops to 257 characters because URLs always consume exactly 23 characters regardless of actual length.

What counts toward your 280:

• All text characters including spaces
• Punctuation marks
• Emojis (typically 2 characters each)
• Hashtags (full tag including # symbol)
• @mentions (when not at reply start)
• Line breaks

What does not count:

• Attached media (images, videos, GIFs)
• Card content (headline, description)
• Quoted tweets (displayed separately)

Character Breakdown with Link

When running link-based ad campaigns, plan your copy around 257 usable characters:

This means a standard promoted post with a call-to-action link leaves you 257 characters for your message, emoji, and hashtags combined.

Best Practices for Ad Copy

Front-load your value proposition. Users scroll quickly through their feeds, making the first 100 characters critical. Lead with your strongest benefit or offer.

Optimal length for engagement: Research indicates that promoted tweets between 100-150 characters generate the highest engagement rates. This length provides enough space for a compelling message while leaving room for a clear call-to-action.

Effective copy structure:

• Hook (first 50 chars): Attention-grabbing statement or question
• Value (next 50-70 chars): What the user gains
• CTA (final 30-50 chars): Clear action instruction
• Link: Automatically consumes 23 characters

Example ad copy (143 characters): “Struggling with social media ROI? Our analytics dashboard shows exactly what’s working. Start your free trial today. [link]”

Hashtag and Emoji Strategy

Hashtags in ads:

• Limit to 1-2 relevant hashtags maximum
• Each hashtag consumes characters from your 280 limit
• Branded hashtags can extend campaign reach
• Generic hashtags rarely improve ad performance

Emojis in ads:

• Use sparingly (1-3 maximum)
• Most emojis count as 2 characters
• Compound emojis can use 4-11 characters
• Test emoji placement (beginning vs. end)
• Ensure emojis support your message, not distract

Media Headline Limits (70 Characters)

How Headlines Display

When you create a promoted post with a Website Card, App Card, or Carousel Card, the media headline appears directly below your image or video. This headline is separate from your main post copy and has its own 70-character limit.

Important distinction: The media headline is not the same as your post copy. Your ad actually has two text areas:

1. Post copy (280 chars) - appears above the media
2. Media headline (70 chars) - appears below the image/video

Visible Display vs. Technical Limit

While X allows 70 characters for media headlines, visible display varies by device:

Recommendation: Keep media headlines under 50 characters to ensure full visibility across all devices and placements.

Writing Effective Headlines

Headline best practices:

• Be specific: “Save 40% on Premium Plans” outperforms “Great Deal Inside”
• Include numbers: Quantified benefits increase click-through rates
• Use action verbs: Start with words like “Get,” “Discover,” “Try,” “Start”
• Create urgency: “Ends Friday” or “Limited Time” when applicable
• Match landing page: Headline should reflect what users find after clicking

Example headlines by objective:

Headlines and Quality Score

X’s ad quality algorithm considers headline relevance when determining ad placement and cost. Headlines that accurately describe your landing page content typically achieve:

• Lower cost-per-click (CPC)
• Higher impression share
• Better ad placement in feeds
• Improved engagement rates

Misleading or clickbait headlines may initially attract clicks but often result in poor quality scores and higher advertising costs over time.

Description Best Practices (200 Characters)

Where Descriptions Appear

The description field appears below your media headline on Website Cards and certain other ad formats. Not all ad placements display the description, but when visible, it provides valuable additional context.

Display visibility:

• Desktop feed: Usually visible
• Mobile feed: Sometimes truncated or hidden
• Mobile app: Varies by placement
• Promoted trends: Description prominent

Optimizing Your Description

With 200 characters available but only ~125 visible in most placements, treat the first 125 characters as your effective limit:

Description structure:

• First 50 chars: Expand on headline benefit
• Next 50 chars: Address objection or add credibility
• Final 25 chars: Reinforce urgency or exclusivity

Effective description formula:

1. What users get (feature/benefit)
2. Why it matters to them (value)
3. Why act now (urgency/scarcity)

Example description (118 characters): “Industry-leading analytics trusted by 10,000+ marketers. No credit card required. Cancel anytime.”

Description Do’s and Don’ts

Do:

• Complement your headline (don’t repeat it)
• Include social proof when available
• Address potential user objections
• Use specific numbers and data points
• Keep sentences short and scannable

Don’t:

• Repeat the same information as your headline
• Use ALL CAPS (appears aggressive)
• Cram in too many ideas
• Include URLs (link is separate)
• Use excessive punctuation (!!!)

URL Handling: The 23-Character Rule

How X Counts URLs

X applies a universal 23-character count to all URLs in promoted posts, regardless of the actual URL length. This t.co link wrapping serves several purposes:

• Click tracking for analytics
• Security scanning for malicious links
• Consistent character counting
• Shortened display in feeds

Practical examples:

URL Strategy for Ads

Landing page URL tips:

• Use clean, descriptive URLs when possible (displayed partially)
• Include UTM parameters for tracking (don’t affect character count)
• Ensure mobile-optimized landing pages
• Match landing page to ad message

Tracking parameters: UTM tags added to your URL don’t consume additional characters beyond the fixed 23. Always use tracking parameters:

?utm_source=twitter&utm_medium=paid&utm_campaign=spring_sale

Link Preview Optimization

When X crawls your landing page, it pulls metadata for the card preview. Optimize your page’s meta tags for better ad performance:

• og:title - Falls back if no twitter:title
• og:description - Falls back if no twitter:description
• og:image - Falls back if no twitter:image

If you’re already using Twitter Card meta tags on your website, X will use those for ad previews automatically.

X Ad Format Types

Promoted Ads (Standard)

Character limits:

• Post copy: 280 characters
• With link: 257 characters
• No headline or description fields

Promoted Ads are regular tweets promoted to reach larger audiences. They appear in user timelines and search results with a small “Promoted” label.

Best for: Brand awareness, engagement campaigns, simple messaging.

Website Cards

Character limits:

• Post copy: 280 characters (257 with link)
• Headline: 70 characters (50 recommended)
• Description: 200 characters (125 visible)
• URL: 23 characters (fixed)

Website Cards combine your post copy with a clickable card below that includes an image, headline, description, and your URL. The entire card is clickable, increasing click-through rates compared to inline links.

Best for: Traffic campaigns, lead generation, conversions.

App Cards

Character limits:

• Post copy: 280 characters
• App name: Pulled from app store (not customizable)
• Call-to-action: Pre-set options (“Install,” “Open,” “Play”)
• Description: 200 characters

App Cards promote mobile app downloads with direct links to the App Store or Google Play.

Best for: App install campaigns, re-engagement.

Carousel Ads

Character limits:

• Post copy: 280 characters
• Headlines: 70 characters per slide
• Cards: 2-6 images/videos

Carousel Ads allow multiple swipeable images or videos, each with its own headline and destination URL. Post copy appears once above the entire carousel.

Best for: Multiple products, storytelling, feature highlights.

Video Ads

Character limits:

• Post copy: 280 characters (257 with link)
• Video length: Up to 2 minutes 20 seconds
• Headline: 70 characters (on cards)

Video ads auto-play (muted) in feeds. The first 3 seconds are critical for capturing attention.

Best for: Brand storytelling, product demos, emotional connection.

Takeover Products

Promoted Trend character limits:

• Trend name: 20 characters
• Description: 70 characters
• Companion post: 280 characters

Promoted Trend Spotlight:

• Same limits as Promoted Trend
• Video creative: 6 seconds recommended

Takeover products offer premium placement but have stricter character limits and higher costs.

X Advertising Best Practices

Copy Testing Strategy

Run A/B tests with different character lengths to find your optimal range:

Test variables:

• Short copy (50-100 chars) vs. medium (100-150 chars)
• Emoji presence vs. no emoji
• Question vs. statement opening
• Specific numbers vs. general claims
• Urgency language vs. benefit-focused

Testing approach:

1. Create 3-5 ad variations
2. Allocate equal budget to each
3. Run for 7-14 days minimum
4. Compare CTR, conversion rate, and CPA
5. Scale winners, pause losers

Mobile-First Writing

With over 80% of X users accessing via mobile, optimize your ad copy accordingly:

Mobile considerations:

• Shorter copy performs better on small screens
• Front-load key information (visible without scrolling)
• Use line breaks sparingly but strategically
• Ensure CTA is clear in first 100 characters
• Test how ads display on iOS and Android

Audience-Specific Messaging

Different audiences respond to different messaging styles:

B2B audiences: Professional tone, data-driven claims, industry terminology acceptable, longer consideration cycles

B2C audiences: Emotional appeals, immediate benefits, simpler language, urgency more effective

Retargeting audiences: Can reference previous interaction, specific product mentions, abandoned cart reminders

Compliance and Restrictions

X enforces content policies that affect ad copy:

Prohibited content:

• Misleading claims
• Unrealistic promises
• Offensive language
• Certain regulated industries
• Competitor disparagement

Required disclosures:

• “Ad” or “Sponsored” (automatically added)
• Industry-specific disclaimers
• Endorsement disclosures when applicable

Performance Benchmarks

X advertising performance varies by industry, but general benchmarks help set expectations:

Frequently Asked Questions

Do hashtags affect ad performance on X?

Hashtags in promoted tweets generally show minimal performance benefit compared to organic posts. While one relevant hashtag can increase discoverability slightly, multiple hashtags often decrease engagement rates in ads. Most advertisers see better results allocating those characters to stronger copy instead.

What’s the difference between post copy and media headline?

Post copy (280 characters) appears above your ad’s image or video as your main tweet text. The media headline (70 characters) appears below the image on Website Cards, App Cards, and Carousel Ads as part of the clickable card. Both display simultaneously in most ad formats.

Should I use the full 280 characters in my ads?

Not necessarily. Testing consistently shows that promoted tweets between 100-150 characters often outperform longer copy. The key is communicating your value proposition clearly and including a strong call-to-action. If you can accomplish this in fewer characters, shorter copy typically wins.

Why does my URL show as 23 characters when it’s longer?

X wraps all URLs in t.co shortened links, which standardizes every URL to exactly 23 characters regardless of actual length. This applies to both organic and promoted tweets. The benefit is that long URLs with tracking parameters don’t consume additional character space.

Can I edit ad copy after the campaign launches?

Yes, you can edit promoted tweets after they go live. However, significant changes may reset the ad’s learning phase, temporarily impacting delivery. For minor copy tweaks, impact is minimal. For major changes, consider creating a new ad variation instead.

How do character limits differ for X Premium advertisers?

X Premium subscription benefits (like 25,000-character posts) apply to organic content only. Promoted tweets and ads still follow standard 280-character limits regardless of your subscription status. All advertisers work within the same character constraints.

Key Takeaways

• Post copy maxes at 280 characters, reduced to 257 when including a link
• Media headlines allow 70 characters but keep under 50 for full mobile visibility
• Descriptions support 200 characters with approximately 125 visible on most devices
• All URLs count as exactly 23 characters regardless of actual length
• Optimal ad copy length falls between 100-150 characters for best engagement
• Headlines and descriptions should complement each other, not repeat information
• Mobile-first writing is essential with 80%+ of users on mobile devices

Conclusion

Mastering X advertising character limits helps you create more effective promoted posts that drive results. By keeping post copy concise (100-150 characters with link), headlines scannable (under 50 characters), and descriptions complementary rather than repetitive, you maximize the impact of every character while maintaining clarity and driving action.

Remember that X’s 600 million monthly users scroll quickly through their feeds, making every character count. Test different copy lengths, front-load your value proposition, and always optimize for mobile viewing. Try our free letter counter → to verify your X ad copy hits the right length before launching your next campaign.