"Social media advertising can be a tough nut to crack, as it's not easy to know exactly what your audience reacts best to when it comes to creating engaging ads. There are many elements to consider, from nailing the right image or video to reaching audiences with the most relevant copy and call to action. People consume content differently on mobile devices compared to TV and other digital platforms."
"For most platforms, your best bet is to stick to a square 1:1 image/ video ratio wherever possible. However, always take advantage of platforms that support a vertical 4:5 ratio - this way your ad will take up more real estate as the user scrolls through. Make sure your ad is also optimised for all placements available on Facebook and Instagram, ensuring you are also using a 9:16 ratio for Stories ads."
"TikTok is an exception. Being a mobile app, videos used for in-feed advertising must be vertical (9:16 ratio) to give the ads a native look and feel. LinkedIn's algorithms work on a CPC basis rather than CPM, meaning you will need to create your ad specifically for LinkedIn rather than reposting your Facebook ad, as this will likely yield poor results."
Social media advertising requires platform-specific creative choices and aspect ratios to engage mobile audiences. Square 1:1 images and videos work broadly, while vertical 4:5 increases visibility in feeds and 9:16 suits Stories. TikTok mandates vertical 9:16 in-feed videos for a native feel. LinkedIn requires bespoke ads due to CPC-based algorithms and permits more image text than other platforms. Pinterest favors visually compelling vertical Pins, with Standard Pins recommended at a 2:3 aspect ratio (e.g., 1000 x 1500 pixels). Optimization across all placements improves ad performance and competitive advantage in a mobile-first environment.
Read at The Drum
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