When requesting content for various digital platforms, it's crucial to consider the specific requirements of each channel. This guide outlines best practices for customizing your assets to ensure optimal performance across different digital placements.
1. Specify intended platforms in your brief
In the deliverables section of your brief, please indicate where you intend to use the content. This information helps us ensure that the work we produce complies with platform-specific best practices, including:
Safe zones: We ensure that essential elements (text, logos) stay within platform safe zones to avoid being cut off on various devices.
Aspect ratios: We tailor assets to fit the intended channel’s aspect ratio, avoiding stretching or cropping that can degrade quality.
Sound strategy: Specify whether the platform typically uses sound on or off. This allows us to adjust the content to work effectively in either scenario by adding subtitles or visual cues where necessary.
You can order as many different format variations as you need with your brief, as long as they are attached to an original asset request.
2. Ordering multiple format variations
You can request multiple format variations (e.g., square, vertical, horizontal) when placing your brief, provided these are linked to an original asset.
We will crop and reformat assets as needed to comply with their intended use case
For format variants with extreme ratios like 9:16 (vertical) and 16:9 (horizontal), it is recommended to produce original assets for each to maintain visual integrity.
3. Adapting content for different durations
If you need content in various lengths (e.g., a 30-second video for YouTube and a 6-second bumper), it’s crucial to request a new original asset.
Shortening content typically requires a new storyboard to ensure the message is concise and impactful within the shorter duration.
4. Tailoring content for platform-specific features
Each platform has unique features and audience behaviors that should be considered, for example:
Instagram Stories and Reels: Prioritize vertical video (9:16) with interactive elements like polls or swipe-ups, and use fast-paced, visually engaging content to capture attention quickly.
YouTube: Use high-quality visuals for longer-form content and ensure the first few seconds are visually captivating to reduce drop-off.
Facebook: Utilize mixed media formats (videos, images, carousels) with integrated captions for sound-off viewing.
TikTok: Leverage vertical video (9:16) with dynamic, trend-aligned visuals, and use quick transitions to match the platform’s fast-paced style.
5. Balancing brand consistency with platform-native adaptation
When customizing content for different channels, it’s crucial to represent your brand consistently while allowing flexibility for each platform’s unique environment. We can do this by incorporating visual codes and colours to ensure that your brand is easily identifiable across platforms while still feeling fresh and native to each specific environment.