Short Video Ads

Short Video Ads — questions and answers

What aspect ratio should a short video ad be delivered in?

It depends entirely on placement. Square (1:1) works across most feeds and adapts reasonably to different contexts. Vertical (9:16) suits stories and reels. Horizontal (16:9) fits pre-roll and landscape contexts. Many projects require all three versions because a single ad often runs across multiple placements, and cropping a horizontal edit into vertical usually compromises composition rather than simply reframing it.

How do you make the message clear when most people watch with sound off?

Text overlays carry the core message, appearing in sync with any voiceover or music cues so the ad works both ways. Visual storytelling does the heavy lifting: showing the product in use, using clear before-and-after contrasts, or employing visual metaphors that read instantly. Captions for spoken words help, but the structure should communicate the central idea through image and text alone, treating audio as reinforcement rather than requirement.

Why do short ads often show the product or brand in the first two seconds?

Because many viewers scroll past or skip within that window. If the brand appears at the end of a fifteen-second ad, most of the audience never sees it. Early placement ensures that even partial views register what's being promoted. This doesn't mean opening with a static logo—often it's woven into the first shot or action—but the ad identifies itself quickly rather than building to a reveal that many won't wait for.

What file size limits do platforms typically enforce, and why do they matter?

Limits vary but often sit between 30MB and 100MB depending on the platform and placement. Exceeding them means the file won't upload or will be rejected during review. Compression becomes a balancing act: encoding too aggressively introduces blocking and banding, especially in gradients or low-light footage, while files that are too large simply won't deliver. H.264 codec with careful bitrate selection usually hits the sweet spot between quality and size.

Can you repurpose a thirty-second ad into a six-second version by just trimming it?

Rarely with good results. A thirty-second ad has time for setup, development, and payoff; a six-second version needs to deliver the core idea in essentially one beat. Effective short cuts are usually rebuilt from the original footage, isolating the single strongest moment and removing any narrative scaffolding. Simply chopping the beginning and end off a longer edit typically leaves something that feels incomplete or confusing rather than punchy.

What makes text overlays readable on a mobile screen?

Size, contrast, and duration. Text needs to be large enough that it's legible on a phone held at arm's length—generally bolder and bigger than feels necessary on a desktop monitor. High contrast between text and background is essential, often achieved with semi-transparent boxes behind the type or thick outlines. Each line must stay on screen long enough to read comfortably, typically a minimum of one second per short phrase, accounting for the fact that viewers aren't expecting it.