Platforms
Video ads, platform by platform.
The same 9:16 ad can run on all three, but each has its own rules and habits.
TikTok ads
TikTok ads that work look like TikToks, not commercials: vertical 9:16, sound on, a hook in the first second, a real-feeling person or a native format, and a new batch of creative every week or two.
Instagram Reels ads
Instagram Reels ads are full-screen 9:16 videos shown between Reels; the ones that work grab attention in the first second, keep text out of the bottom 35% of the screen, and use original audio rather than licensed music.
YouTube Shorts ads
YouTube Shorts ads are vertical videos uploaded to your YouTube channel and run through Google Ads, shown between Shorts; keep them under 60 seconds, 9:16 at 1080x1920, with sound and the offer in the first 3 seconds.