Aspect ratio describes the shape of a creative asset — common ratios include 1:1 (square), 4:5 (vertical, Feed-optimized), and 9:16 (full vertical, used for Stories and Reels). Using the wrong aspect ratio for a placement means the asset gets cropped or displayed with black bars, reducing how much of the screen it occupies and how effective the hook can be.
Producing creative in multiple aspect ratios from the start, rather than a single ratio stretched or cropped after the fact, is standard practice for accounts running across Feed, Stories, and Reels simultaneously, since a poorly cropped asset can quietly suppress performance in a placement without an obvious cause.
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