Vertical, square and widescreen ads need different compositions. Learn how to adapt one creative idea across placements without awkward crops.
In short
A single video concept can be adapted to 9:16 vertical, 1:1 square and 16:9 landscape, but each version needs its own composition. Reposition text and product details, respect placement safe areas and preview pacing in the destination feed rather than simply cropping one master.
Exporting a horizontal video as a vertical crop is not a complete format strategy. Each placement has different dimensions and interface elements: a Reels or TikTok cut needs vertical composition, while a widescreen YouTube cut gives the image a different shape.
We build every campaign as a format system. The concept, hook and script stay constant — the composition changes. Text is repositioned for each aspect ratio, safe zones are respected so platform buttons never cover your call to action, and pacing is adjusted for how each feed is consumed.
This is also why we ask which platforms you're running on before production starts. Planning for the actual placement helps avoid an awkward last-minute crop.
Packages list the included format for each ad. Tell us the placements you need in your brief so we can discuss the right deliverables before production. One concept can work across screens when each version is composed intentionally.
Which aspect ratio fits each placement?
Vertical 9:16 suits many Reels, Stories, Shorts and TikTok placements; square 1:1 can suit feed creative; landscape 16:9 fits many YouTube and web placements. Check each platform's current placement specifications before upload.
Why not just crop the master?
A crop can cut off the product, subtitles or call to action. Keep the concept and key message, but reframe each shot and move type into the safe area for every version.
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