In brief
The same ad shows in very different placements: Feed, Stories, Reels, right column, search results. Each prefers a particular format. If your visual does not match, it is cropped or surrounded by bars.
Why it matters
A badly framed visual loses its message: cut-off text, cropped face, button hidden by the interface. The right format increases the space taken on screen, and therefore attention.
The steps
- Start from the main placement: vertical 9:16 for Stories and Reels, 4:5 for the Feed and video feeds, 1:1 for column or search placements.
- If you only prepare one file, 4:5 is a good compromise for the Feed, and square 1:1 works almost everywhere.
- For video, work on the first three seconds and add subtitles: many people watch without sound.
- Leave margin at the top and bottom in 9:16: the Page name, the text and the call-to-action button are overlaid there.
- Check how it renders in the previews for each placement before publishing.
- Prepare several variants (image, video, carousel) and let delivery compare them.
Pitfalls to avoid
- A visual with a lot of text: it is less readable and may be delivered less well.
- Using the same landscape file everywhere.
- Important elements stuck to the edges.
Frequently asked questions
Do I need one file per placement? Not necessarily: a well-framed 4:5 or square often works, but a vertical 9:16 is better for Stories and Reels.
Can I put text on the image? Yes, in reasonable amounts and away from the edges, because the interface covers the top and bottom.
Key takeaways
- One format per placement: 9:16, 4:5, 1:1.
- Subtitles and an immediate hook for video.
- Always look at the previews.
Practice in TRIALO
Add a creative to a fictional ad, then open the previews to compare Feed, Stories and Reels.