Definition
Aspect ratio
Aspect ratio is the shape of the video frame (e.g., 9:16 vertical for TikTok, 1:1 square, 16:9 landscape).
What it means
Aspect ratio matters because platforms favor native formats. A vertical-first creative usually performs better on TikTok/Reels/Shorts because it fills the screen. If you crop incorrectly, you lose text, faces, and proof—hurting clarity and performance.
Why it matters
- Native formats improve attention and reduce visual friction.
- Correct cropping preserves key proof and CTA text.
How to improve it
- Design primary creative for 9:16, then adapt to 1:1 and 16:9.
- Keep critical text within safe areas (avoid UI overlays).
- Preview on-device before scaling spend.
Common mistakes
- Cropping 16:9 to 9:16 and losing key information.
- Placing captions/CTAs where platform UI covers them.
Related terms
Apply this with free tools
Use August Ads tools to generate better hooks and scripts, then test variants: