If you think one video can work everywhere, social media would like to have a polite word with you. What looks great on Instagram Feed can feel awkward on Reels. A YouTube Short that performs well may struggle on Facebook. This is not bad luck. This is a format doing its job. Hence, having a process to make your social media ad creatives is important.
Today, platforms reward content that fits their format perfectly. For brands, this means one important thing. Ad creatives must be built for Reels, Shorts, and Feeds separately, not resized at the last minute.
Let us break this down in a simple, practical way.
First, what do we mean by “format”?
Format is how your ad is designed to appear on a platform.
This includes:
- Video size, like vertical or square
- Duration like 6 seconds or 30 seconds
- Placement like Feed, Stories, or Reels
- Viewing behaviour like sound on or sound off
Each format comes with its own rules. Ignore them, and your ad feels out of place. Follow them, and your ad feels natural.
Reels and Shorts are fast, ruthless, and honest
Reels and Shorts are vertical videos that people scroll through very quickly. You have about 2 seconds to stop the thumb.
These formats need:
- A strong hook at the start
- Clear visuals that work without sound
- Quick cuts and movement
- One simple message, not five
A hook is the opening moment that grabs attention. It could be a bold visual, a question, or a relatable situation. No long introductions. No logo first. People do not come to Reels to admire brand logos.
Also, these videos should feel native. That means they should look like regular content, not like a TV ad squeezed into a phone screen.
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Boss Wallah Studios empowers entrepreneurs and brands to produce high-quality content with ease
Feed ads are calmer but more demanding
Feed ads appear between posts from friends, creators, and pages people follow. This is a slower environment compared to Reels.
Here, users are willing to pause, read, and observe. But they still expect clarity.
Feed creatives work best when they have:
- Clean visuals
- Clear product or service explanation
- Strong headline text
- A logical flow
This is where brands can explain a little more. Not everything, but enough to answer basic questions. What is this? Why should I care? What should I do next? Trying to use a Reel-style fast video in Feed often feels messy. And using a Feed-style detailed video in Reels usually gets skipped. That is the problem.
ALSO READ | Instagram Ad Production Company vs Creative Agency: What Growing Brands Should Choose
Same message, different storytelling
(Source – freepik)
Many brands ask, “Can we use the same script everywhere?”
The honest answer is no. And that is okay.
Your core message can stay the same. But the storytelling must change based on format.
For example:
- Reels focus on emotion and curiosity
- Shorts focus on clarity and speed
- Feeds focus on understanding and trust
This is why smart ad production is not about making one video. It is about creating a system of creatives that work together.
Why resizing videos does not work anymore
Earlier, brands could resize a horizontal video and get decent results. Platforms were forgiving. Audiences were patient.
Today, neither is true.
Resized videos often have:
- Cropped faces
- Text cut off
- Awkward framing
- Poor pacing
The platform notices this. The audience definitely notices this.
As a result, performance drops. Cost goes up. Blame goes everywhere except the real issue, which is poor format planning.
ALSO READ | Behind the Scroll: How an Instagram Ad Production Company Builds Creatives for Reels, Stories and Feed Ads
This is where professional ad production matters
(Source – impulze.ai)
Social media advertising is no longer about posting content. It is about producing content with intent.
A proper ad production partner:
- Plans creatives for each format from day one
- Shoots or designs with vertical and square layouts in mind
- Writes hooks specifically for Reels and Shorts
- Builds Feed creatives that explain without boring
This saves money in the long run and improves results much faster.
What brands should do next
If your ads are not performing, do not just tweak targeting or increase the budget. Look at the creative and ask:
- Was this made for this format?
- Does it feel native to the platform?
- Would I stop scrolling for this?
If the answer is no, the solution is not spend more. The solution is better production.
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BossWallah enables you to create, optimise, and grow social media video channels effortlessly from scratch
Final thought
Social media platforms are changing fast. Formats are becoming stricter. Attention spans are becoming shorter. Brands that adapt their creatives to Reels, Shorts, and Feeds will win.
Those who keep using one video everywhere will keep wondering why ads are not working. If you want ad creatives that are built for each format, not forced into them, you know who to talk to.
