Twitter/X

Twitter / X Ads Character Limits: Every Format Explained

Running Twitter/X ads? Every ad format has its own character limits — and copying organic tweet copy into promoted placements without adjustment is a common, costly mistake. Here's every limit you need.

Promoted Tweet Character Limits

Format	Limit	Notes
Promoted tweet (text)	280 chars	Same as organic
Promoted tweet with media	280 chars	Media card takes visual space
Website card headline	70 chars	Shown on link card
App card title	70 chars	Mobile app promotion
Conversation card CTA	20 chars	Button text
Direct message card CTA	24 chars	Button to open DM

Website Card Best Practices

The Website Card is the most commonly used ad format — a tweet with an embedded link card showing a headline, image and CTA button. The headline (70 chars) is your primary persuasion lever outside the tweet body. Use it for a clear benefit or offer, not a generic "Learn more" or your company name.

Writing Promoted Tweet Copy

Unlike organic tweets, promoted tweets reach users who have no relationship with your account. This means:

• Don't assume prior context — your tweet must be self-contained
• Lead with the value proposition, not your brand name
• Be specific about the offer: "Get 30% off until Friday" beats "Special offer available"
• Match the tweet's tone to the audience segment, not your brand's default voice

Image and Video in Twitter Ads

Images in promoted tweets have no separate character limit, but alt text (for accessibility and SEO value) is capped at 1,000 characters. Always add alt text to ad images — it signals quality to Twitter's ad review system.