Dimension 6 of 8 • Native fit
Platform & Format Fit
How well the creative respects the conventions of its target platform. Strong fit means the aspect ratio, pacing, sound design, and visual style match how that feed actually behaves; weak fit means a creative built for one channel jammed into another.
What does platform & format fit measure?
It measures whether the creative looks like it was made for the platform it is running on. Meta feed, Reels, Stories, TikTok, YouTube Shorts, and LinkedIn all have different aspect ratios, pacing expectations, and audio behaviour. A creative that ignores those conventions feels imported and reads as an ad before the message lands.
Why does sound-off readability matter so much?
Roughly 80 to 85 percent of Meta and TikTok video views happen with sound off. If your creative depends on audio (voiceover, music sync, spoken offers) and has no captions or on-screen text, the message never reaches the viewer who is scrolling silently. The score reflects that loss.
What aspect ratio should I use for ad creative?
9:16 for Reels, Stories, and TikTok. 4:5 or 1:1 for Meta feed (1:1 is safer cross-placement). 16:9 for YouTube in-stream. Repurposing a 16:9 video for a 9:16 placement (or vice versa) by adding letterbox bars is the most common platform-fit failure.
Scores high
Feels like it belongs in the feed. Aspect ratio optimized. Video works without sound.
Scores low
A landscape banner repurposed for a story placement. Video that relies on audio with no captions.
How to improve platform & format fit
- 01Build for the destination format from the start, do not retrofit a 16:9.
- 02Burn captions into video so the message survives sound-off viewing.
- 03Respect the platform's safe zones so text does not get cropped behind UI.
- 04Match the platform's pacing (TikTok is faster than Meta; LinkedIn is slower).