We often receive questions about it: what are the correct dimensions in which I should deliver my video or image for social media ads? Not surprising, with more and more available placements and channels, we honestly have to look it up regularly ourselves. Below you will find tips and formats per channel so you can immediately start creating the content.
Before you start…
It is important to determine the goal of the ads and align the choice of channels, placements, and creatives accordingly.
Do you want to create brand awareness? Then make sure you present your brand in the best way on the channels where the target audience orients and gets inspired. A video or carousel ad can be effectively used for storytelling. In this phase, ensure that your company logo is always visible to also work on brand recognition.
Do you want to focus on conversions with an ad for an audience already familiar with your brand or company? Then ensure a recognizable ad that encourages someone to take action on your website. Personalize the ad by, for example, using dynamic placements.
Facebook & Instagram
For almost all placements on Facebook and Instagram, a square format is recommended for images and a vertical aspect ratio for videos. Below you will find the formats of the main placements:
Feed
Images
- Square 1080 x 1080 pixels. Optionally horizontal also possible 1920 x 1080 pixels, however, this is not recommended.
Videos:
- Square 1080 x 1080 pixels or vertical 1080 x 1350 pixels.
- Carousel, maximum 10 carousel cards
- Images & videos: square 1080 x 1080 pixels.
Stories, IGTV & Instagram Reels
- Images & videos: vertical 1080 x 1920 pixels to utilize the full screen.
Instagram Shop
- Images: square 1080 x 1080 pixels.
Facebook & Instagram advertising content tips
- Ensure your content is tailored to the target audience and the phase of the customer journey.
- With a carousel ad, you can showcase different products or services of your company in 1 clear ad. You can also use it for storytelling such as visualizing a process.
- Check how your content looks on different placements. For example, in a feed placement, there is still room for ad text, but in a stories placement, only your image or video is visible. In a full-screen format, a short text in your creatives is very important.
- Optionally use the creative tools within Facebook. For example, it is possible to create a video from different images or design a frame for your dynamic ads.
- Ensure that videos are no longer than 30 seconds, we even recommend a maximum length of 15 seconds. It is important to capture the viewer's attention in the first 3 seconds. Always place your logo in the video and emphasize it in the first seconds.
- Keep in mind that videos are often played without sound, ensure that audio is not essential for your video.
Pinterest recommends a different aspect ratio for ad formats than Facebook and Instagram. All pins are square or vertical, so do not use horizontal images. Below you will find the formats:
Feed
- Images & videos: vertical 1000 x 1500 pixels.
Carousel, maximum 5 carousel cards
- Images: vertical 1000 x 1500 pixels or square 1000 x 1000 pixels.
Currently, videos are not possible in a carousel placement.
Pinterest advertising content tips
- Pinterest is a channel for inspiration, show different possibilities of your product and create at least 1 new original pin per week.
- Organize pins in boards with a clear name to help with searches.
- Place your logo on every pin, but keep it subtle. Avoid the bottom right corner as that's where Pinterest's product icons appear.
- Pinterest recommends a video ad length of 6 to 15 seconds
TikTok
On TikTok, content is always viewed full screen. This makes the recommended format within this platform very straightforward.
- Videos: vertical 1080 x 1920 pixels.
TikTok advertising content tips
- Videos must be at least 5 seconds long. TikTok recommends a length of 9-15 seconds. Capture the viewer's attention in the first seconds.
- Ride along with challenges, viral sounds, and hashtags.
- Create low-threshold videos that mainly provide entertainment and do not look too much like ads.
- On TikTok, it is important to add music or sound to your video.
Snapchat
Just like on TikTok, content on Snapchat is always viewed full screen. However, images can also be advertised on Snapchat, and these are converted into a 5-second video.
- Videos and images: vertical 1080 x 1920 pixels.
Snapchat advertising content tips
- It is not possible to place ad text, text must be part of your video.
- Snap ads last at least 3 seconds, we also recommend a maximum length of 15 seconds for this channel. Ensure that music or sound is supportive
- Place the logo on your creatives, keep space free at the top and bottom for Snapchat's standard buttons and text.
- In addition to a single image or video ad, it is also possible to use a collection of 3 to 20 ads as Story ads.
- Also explore the possibilities of a Snapchat lens or (geo)filter for your brand.
LinkedIn is the channel to reach the business market, for example with blogs, whitepapers, events, or for gathering leads. A square or horizontal aspect ratio is recommended for the ads.
Feed
Images & Videos
- Square 1080 x 1080 pixels or horizontal 1200 x 627 pixels. If you have a landscape video available in the format 1920 x 1080 pixels, that is also possible.
Carousel, maximum 10 carousel cards
Images
- Square 1080 x 1080 pixels.
LinkedIn advertising content tips
- Ensure that the content contributes to the desired action of the target audience, convince them why they should watch your webinar, for example.
- We recommend always placing a logo on your creatives so that you work on your brand awareness on this business channel.
- Align your content with the target audience and possibly with the job titles you are targeting.
- Also, ensure on LinkedIn that videos are no longer than 30 seconds. It is important to capture the viewer's attention in the first 3 seconds. The video must also be clear without sound.
- Test which placement is most appealing to your target audience. Note, this cannot be done within the same campaign on LinkedIn.
On Twitter, the copy/tweet is very important, and the creatives are supportive. The recommended aspect ratio for the ads is square or horizontal.
Feed
Images
- Square 1200 x 1200 pixels or horizontal 1200 x 628 pixels without link. When placing a link or button under the ad, the following formats are recommended square 800 x 800 pixels or horizontal 800 x 418 pixels
Videos
- Square 1200 x 1200 pixels or horizontal 1920 x 1080 pixels without link. When placing a link or button under the ad, the following formats are recommended square 800 x 800 pixels or horizontal 800 x 450 pixels.
Carousel, maximum 6 carousel cards
Images
- Square 800 x 800 pixels or horizontal 800 x 418 pixels.
Videos
- Square 800 x 800 pixels or horizontal 800 x 450 pixels.
Twitter advertising content tips
- Ensure striking and clear content that reinforces the copy.
- On Twitter, many news-related messages are shared, ensure that you respond to the news or moments like the holidays.
- Ensure short videos with a length of 6-15 seconds, in the first seconds show movement to capture the viewer's attention. The placement of the logo is also very important here.
Test, test, test!
The most important tip when it comes to content is that it is important to keep testing. There are endless possibilities regarding channels, placements, and ad formats, and by continuing to test, you discover what best suits your target audience and which creatives deliver the best results. Regularly changing content is therefore very important for all channels.
Do you want more tips on content or need help setting up your campaigns or Social Media strategy? Feel free to contact us!
