You’ve got the content. You’ve got the offer. But if your ad isn’t sized right for the platform, you’re leaving clicks and conversions on the table.
Here’s how to choose the right format — and why aspect ratio is a key part of your strategy.
9:16 — Vertical full-screen
Best for: TikTok, Instagram Reels, YouTube Shorts, Stories
Fills the screen
Feels native and personal
Great for UGC, fast edits, hooks with faces
Use when: You want high engagement from mobile-first users. Your ad should feel like content, not a brand commercial.
4:5 — Portrait for feed
Best for: Instagram & Facebook feed ads
Takes up more screen space than 1:1
Balances clarity with reach
Allows space for captions and CTA overlays
Use when: You’re running paid traffic on Meta and want to dominate screen real estate without going full vertical.
1:1 — Square
Best for: Facebook feed, older devices, carousel ads
Safe and flexible
Easy to crop from center
Slightly less screen coverage than 4:5
Use when: You want fast turnaround or have legacy content to resize.
16:9 — Landscape
Best for: YouTube in-feed, web embeds, presentations
Great for storytelling and brand films
Feels cinematic
Weak in mobile scroll environments
Use when: You’re embedding on a website, running pre-roll, or telling a full brand story.
Final tip: Shoot wide, crop smart
If possible, frame your shots to work in multiple formats. Shoot with headroom and safe zones in mind. That way, you can repurpose across platforms without losing quality.
Final thought
The best format is the one that fits your viewer’s screen and mindset. Choose based on context — not convenience. Right format, right frame, better performance.
Want to avoid the five most common video ad mistakes?