Social media ad formats explained: Which ones do you really need

Do you want to create effective ads without wasting time and resources? Then it is important to know the right image formats. Different social media platforms support various ad formats, and with a few strategic sizes, you can optimize almost all ad placements. Choosing the right aspect ratio ensures that your content appears professional, engages users, and maximizes platform visibility. In this article, you will discover the key formats you need and how to use them wisely.

Testing multiple formats for optimal performance

Not all audiences respond to ads similarly, so testing multiple formats is essential for optimizing ad performance. Some users engage better with video content in a vertical format, while others might prefer static images in a square or landscape layout. Running A/B tests with different aspect ratios allows you to gather insights into what works best for your target audience. You can fine-tune your ad strategy and allocate the budget to the highest-performing formats by analyzing click-through rates, engagement metrics, and conversion data. Additionally, different social media platforms prioritize specific formats in their algorithms, meaning diversifying your ad creatives can help improve reach and engagement across multiple channels.

Aspect ratios and their application

The aspect ratio represents the relationship between the width and height of an image. It determines how your ad looks on different devices and screen sizes. The most commonly used aspect ratios are as follows:

Square (1:1): 1080 x 1080 pixels

This format is preferred for timeline feed ads on Instagram, Facebook, LinkedIn, and Reddit. The square format can handle text and visuals since there is enough room. It works well for both images and videos, offering a balanced approach to engagement. Since it occupies a significant portion of the screen, it effectively captures user attention without feeling overly intrusive.

Portrait (4:5): 1080 x 1350 pixels

The portrait format optimizes screen space for Instagram and Facebook feed ads. It takes up a larger portion of the screen on mobile devices, attracting extra attention while still allowing users to scroll naturally through their feed. This format is particularly effective for advertisements with strong visuals and engaging headlines, ensuring that key elements remain visible without distractions.

Full-screen vertical (9:16): 1080 x 1920 pixels

Full-screen vertical ads are required for stories and reels on Instagram, Facebook, and TikTok. This format utilizes the entire mobile screen, creating an immersive viewing experience that fully captures user attention. Since stories and reels autoplay, this format is particularly effective for dynamic content like short-form videos and animated ads that encourage direct engagement.

Landscape (16:9): 1920 x 1080 pixels

The landscape format suits X (Twitter), Facebook, and LinkedIn video ads. It works well for videos and presentations displayed on widescreens, making it an excellent choice for professional or explainer content. Although this format takes up less vertical space on mobile devices, it remains effective for desktop users and audiences engaging with long-form videos.

Wide landscape (1.91:1): 1200 x 628 pixels

This aspect ratio is commonly used for Facebook link ads, and Reddit-sponsored posts. It is particularly useful for advertisements that include clickable links or promotional banners. Keeping key visual elements centered ensures that your message remains clear and accessible regardless of where the ad appears.

Safe zones for your social media ad formats

When designing ads, ensure key content is placed within the safe zones to avoid overlays and UI elements covering important details. Overlays include user info and CTAs at the top, like buttons, captions, and engagement buttons at the bottom, and share, comment, and interaction icons on the right. Feed, link, square, and portrait ads typically don’t have overlays. However, it is best practice not to be too close to the edges of the ad designs; doing so may result in your ad designs being declined by the platforms.

Refer to the table for the safe zones.

Format	Aspect Ratio & Resolution	Top Safe Zone	Bottom Safe Zone	Left Safe Zone	Right Safe Zone
Feed (Square)	1:1 – 1080 x 1080	6% (65 pixels)	6% (65 pixels)	6% (65 pixels)	6% (65 pixels)
Feed (Portrait)	4:5 – 1080 x 1350	6% (81 pixels)	6% (81 pixels)	6% (65 pixels)	6% (65 pixels)
Stories/Reels/Shorts/Vertical Video	9:16 – 1080 x 1920	15% (288 pixels)	37% (733 pixels)	10% (108 pixels)	15% (162 pixels)
Video Ads (Landscape)	16:9 – 1920 x 1080	6% (115 pixels)	6% (115 pixels)	6% (65 pixels)	6% (65 pixels)
Link Ads (Wide Landscape)	1.91:1 – 1200 x 628	6% (38 pixels)	6% (38 pixels)	6% (72 pixels)	6% (72 pixels)

Since overlays affect all vertical formats, the safe zones for Stories, Reels, Shorts, and other platforms are outlined below. Additionally, you’ll find the official safe zone recommendations from Meta for Stories and Reels. Safe zones may differ depending on how you set up your ad: For instance, within reels, you can decide not to add a description, which will create more room for the safe zone at the bottom.

What you should put in the safe zone

To ensure your ad remains clear, engaging, and effective, avoid placing the following elements outside the safe zone:

• Text: Messaging, headlines, and subtitles should remain inside to maintain readability.
• Logos: Keep logos and branding elements within the safe zone to prevent them from being cut off or obscured.
• Call-to-action (CTA) buttons: To remain visible and functional, buttons like “Shop Now” or “Learn More” must be placed inside the safe zone.
• Key visuals or product images: Ensure that essential elements, such as a product or a person’s face, are not cropped or covered by overlays.
• Important graphics or animations: Essential design elements like pricing or icons should always be inside the safe zone for clarity and impact.

What can be placed outside the safe zone?

Some elements can extend beyond the safe zone without affecting the ad’s effectiveness:

• Background visuals: Decorative elements like gradients or abstract designs that do not contain key information.
• Non-essential parts of images: Backgrounds or minor details that are not crucial to the message.
• Subtle branding elements: Light watermarks or repeated logo patterns that do not interfere with key messaging.
• Edge decorations or borders: Artistic elements that enhance aesthetics but do not contain vital information.
• Blurred or faded effects: Fades, gradients, shadows, or blending effects can typically be outside the safe zone.

Maximizing the safe zone

The safe zone is not just about restrictions. By strategically placing key elements inside and outside this area, you can create a more balanced and visually appealing layout. Now, the platform elements and your design work seamlessly together, which can result in higher engagement on your ad.

Why you shouldn’t let the platforms cut your ads themselves

While it might be tempting to save time by letting social media platforms automatically adjust one format into different aspect ratios, this often results in a lower-quality experience. Here’s why creating each format manually is a better approach:

• Loss of visual quality: Automated resizing can cause pixelation, blurriness, or awkward cropping, making your ads look unprofessional.
• Cutoffs: Important elements such as text or logos may be cut off or moved to less optimal positions, reducing the impact of your message.
• Inconsistent branding: Colors, fonts, and design choices may not translate well across different aspect ratios, weakening brand recognition.
• Reduced engagement: Poorly resized ads may be less visually appealing, leading to lower engagement rates and poorer ad performance.

So by investing time in creating properly optimized ad formats, you ensure that every version of your ad is clear, visually appealing, and engaging, ultimately leading to better performance and return on investment. Something that the platforms may not always accomplish for you.

Impact of different formats on engagement and conversion

Different formats significantly influence how users interact with your ad. Vertical formats (such as 9:16 and 4:5) often attract more attention because they take up more screen space on mobile devices. On the other hand, square (1:1) and landscape (16:9) formats can be more effective in fast-scrolling environments like feeds, where users quickly browse content. Generally, ads that fully cover the screen tend to perform better in terms of engagement and conversion since they reduce distractions and encourage users to focus on the message.

Best ad formats for each social media platform

Choosing the right format for your ads is essential to maximize engagement and reach your target audience effectively. Each social media platform has its own strengths and user preferences, making it important to tailor content accordingly. Below is an overview of the best ad formats for each platform, highlighting their advantages and considerations.

Instagram and Facebook Stories: Vertical video (9:16)

Vertical video is the ideal format for Stories, as it takes up the full screen and provides an immersive experience. Short, engaging videos with minimal text perform well, but static images with bold visuals and clear CTAs can also be effective. Brands in lifestyle, fashion, and e-commerce benefit the most from visually appealing and interactive content.

TikTok: Short vertical videos (9:16)

TikTok prioritizes highly dynamic content in 9:16 format. Authentic, entertaining content that aligns with trends and user-generated styles tends to perform best. Overly polished or traditional advertisements may struggle to gain traction, making creativity and engagement key factors for success.

YouTube Shorts and Instagram Reels: Vertical video (9:16)

Both platforms favor fast-paced and engaging vertical video (9:16) content. YouTube Shorts caters to audiences looking for entertainment, tutorials, and quick informative content, while Instagram Reels is effective for storytelling, product showcases, and viral trends. High production value can be beneficial, but relatability and authenticity often yield better engagement.

Snapchat: Vertical video (9:16)

Snapchat is a mobile-first platform that thrives on vertical video (9:16) and ephemeral content. Ads on Snapchat, such as Snap Ads and Story Ads, should be short, engaging, and visually compelling. The platform favors authentic, fast-paced, and interactive content, making AR filters and lenses particularly effective for brand engagement.

X (Twitter): Static images (1:1)

For X, 16:9 video ads work well for storytelling, while 1:1 static image ads provide a visually striking presence in text-heavy feeds. Short, compelling captions paired with eye-catching visuals enhance performance. Given the platform’s focus on real-time discussions, timely and relevant content tends to drive better engagement.

Reddit: Static images (1:1)

Reddit users favor informative and authentic content. Static image ads in 1:1 or 1.91:1 formats blend well into discussions, while meme-style visuals or text-heavy images often generate more engagement. Value-driven content that aligns with subreddit interests is more likely to be accepted by the community.

LinkedIn: Video ads and static image (1:1)

LinkedIn is best suited for professional and B2B content, with 1:1 video ads and static image ads being the most effective. Thought leadership, case studies, and educational content tend to perform better than traditional promotional messaging. Carousel ads also work well for in-depth insights and step-by-step storytelling.

Video vs. images: so which is better?

Both video and image-based ads have unique benefits and can be effective depending on the campaign goals.

• Videos are highly engaging, especially in formats like stories and reels where autoplay captures the viewer’s attention. They allow for dynamic storytelling, making communicating a message or demonstrating a product easier. However, video production can be more time-consuming and costly, and not all users prefer to watch videos over quickly scanning an image.
• Images offer instant recognition and are often easier to digest. They work well in static placements like feed ads and can effectively drive conversions. Unlike videos, images do not rely on motion to capture attention, making them ideal for quick and direct messaging. However, they may struggle to provide the same depth and engagement that videos can offer.

Ultimately, the best choice depends on the target audience and campaign objectives. A combination of both can maximize engagement by catering to different user preferences.

The goal of the ad and its impact on the format

Your ad’s objective determines which format is most suitable. Choosing the right aspect ratio based on your goal can significantly improve the effectiveness of your campaign.

Lead generation

LinkedIn carousel posts and Facebook lead ads perform well in 1:1 and 16:9, guiding users through multiple visuals or steps that drive conversions.

Brand awareness

Instagram and TikTok stories (9:16) are ideal for brand recognition, as they create an immersive, uninterrupted experience that strengthens audience engagement.

Conversions & sales

Shopping ads on Instagram and Facebook (1:1, 4:5) yield the best results. They focus directly on product presentation and purchase intent, making them highly effective for e-commerce campaigns.

Conclusion: which formats should you choose?

If you want to create ads quickly and efficiently, square (1:1) and vertical (9:16) formats are the most versatile. Together they can be used on almost all platforms.

Strategically using these formats saves time and ensures your ads look professional on every platform and screen size. Want to know which formats work best for your specific campaign? Contact our marketing team for expert advice!

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