After asserting that hashtags could be banned from all Promoted Posts on X final week, X proprietor Elon Musk additionally flagged one other coming to alter to X’s advert course of, with greater adverts to quickly value extra per placement.

Which, like the choice on hashtags, pertains to aesthetics, and guaranteeing that the X feed seems to be neat and clear.

As defined by Musk:

“X is shifting to charging for adverts based mostly on vertical measurement, so an advert that takes up the entire display would value greater than an advert that takes up 1/4 of the display, in any other case the motivation is to create big adverts that impair the consumer expertise.”

To be clear, X hasn’t enacted this replace as but, and there’s nothing talked about concerning the change in X’s advert pricing overview at this stage. However the change is coming, which is one other consideration on your X campaigns.

So why the replace?

Properly, as Musk notes, proper now, advertisers are in a position to take up extra display area with greater photos and movies of their adverts, which wins them larger display presence.

As you’ll be able to see in these examples of X’s textual content, picture and video adverts, every can range in measurement, relying on the size of the attachment you embrace in your promotion.

Right here’s one other comparability of various X advert measurement (on desktop):

You too can see how Neighborhood Notes alerts lengthen this even additional, taking on extra feed area.

There are limits on this, because the textual content factor will get minimize off after 180 characters (hidden by a “present extra” tag past that), and there are measurement restrictions for photos and movies. However you’ll be able to see how the variation can result in differing advert experiences.

And clearly, Elon’s not pleased with a number of the longer adverts he’s seeing.

So does this make logical sense, or is it a cash-grab by X, which continues to be struggling to generate income?

Possibly each?

It does make some sense to cost based mostly on advert measurement, which different platforms do already, and given the variance based mostly in your visible attachments, there might be a big distinction on this respect.

And sure, that may even allow X to make more cash, although actually, this is dependent upon how far more X is planning to really cost manufacturers to get these greater adverts, which might have a big affect in your platform planning.

If Elon ups the value by quite a bit, you’ll be able to wager that many X adverts will all of a sudden shrink in response, as advert companions look to see if they will get the identical response from much less spend. But when the variance is little, then perhaps there’s no distinction, and it received’t be a giant consideration on your promotions.

We don’t know what the brand new pricing construction will probably be, nor how it is going to be communicated to advertisers, however it’s coming, and will probably be one other issue to be aware of in your planning.