As of now, X Ads (formerly Twitter Ads) does not prioritize "Reels" or short-form video content the way platforms like Meta (Facebook/Instagram) or TikTok do—because X doesn't have a dedicated "Reels-style" feed.
However, video content overall is strongly prioritized in the X Ads ecosystem, especially in these formats:
1. Promoted Video (Autoplay)
X automatically plays videos in-feed, and these tend to get higher engagement and lower CPMs compared to static images—especially for top-of-funnel objectives like Awareness and Reach.
2. Video Views Objective
If you run a campaign with Video Views as your objective, X will try to place your ad in front of users most likely to engage with video content. This helps improve delivery and cost efficiency—but doesn’t mimic a Reels-style format.
3. Conversation Ads & Carousel with Video
You can combine video with interactive formats like polls or replies to increase dwell time and interaction, though these are more niche.
What X Ads doesn’t offer:
No "Reels"-style vertical feed
No Stories or swipe-based short-form vertical video layout
No dedicated Shorts/Spotlight-like placement preference
Summary:
X Ads prioritizes video content in general, especially for reach and engagement. But if you’re looking for Reels-style placement strategy, that’s better executed on Meta (Reels/Stories) or YouTube Shorts. On X, video still works—but in-feed performance and targeting matter more than format type.
