Digital design specs vary by platform and format, and they change. The practical approach is to design to aspect ratios and safe zones first (so creative works across the channels it needs to) and confirm exact pixel counts and durations against each platform’s current official spec before execution. Below is a working reference for the channels US brands most often use — Meta (Instagram and Facebook), TikTok, YouTube, LinkedIn, X, Pinterest, plus email and web. Always cross-check current specs at execution.
This guide covers the principle and a per-platform breakdown. (Confirm current specs against each platform’s help center before publishing or running ads.)
Design to Ratios First, Pixels Second
Aspect ratios change less than pixel counts and durations. Design hero creative in the right ratios (e.g., 9:16 for vertical video; 4:5 or 1:1 for feed; 16:9 for landscape) and keep important content inside safe zones so cropping doesn’t kill it. That makes adapting across platforms much faster.
Meta (Instagram & Facebook)
|
Format |
Ratio |
Notes |
|
Feed image |
4:5 or 1:1 |
Vertical 4:5 maximizes screen share |
|
Reels / Stories |
9:16 |
Full vertical; mind safe zones for UI overlays |
|
Carousel |
1:1 or 4:5 |
Consistent ratio across slides |
|
Feed video |
4:5 or 1:1 |
Sound-off optimization |
TikTok
|
Format |
Ratio |
Notes |
|
Video |
9:16 |
Vertical; trend-aware sound matters |
|
Image post |
9:16 (or 1:1) |
Vertical preferred |
YouTube (Shorts & Standard)
|
Format |
Ratio |
Notes |
|
Shorts |
9:16 |
Vertical; up to 60s |
|
Standard video |
16:9 |
Landscape; longer-form |
|
Thumbnails |
16:9 |
Click-driving title + visual |
|
Format |
Ratio |
Notes |
|
Feed image / carousel |
1:1 or 4:5 |
Document carousels (PDF) work well |
|
Video |
1:1, 4:5, or 16:9 |
Sound-off optimized; B2B tone |
|
Banner / cover |
~4:1 |
Confirm current pixel spec |
X (Twitter) & Pinterest
|
Format |
Ratio |
Notes |
|
X image |
16:9 (single) / 1:1 (multi) |
Confirm against current spec |
|
Pinterest Pin |
2:3 (vertical) |
Vertical performs strongly |
|
Pinterest Video Pin |
9:16 or 1:1 |
Sound-off optimized |
Email & Web
|
Format |
Spec / Notes |
|
Email hero image |
Typically ~600 px wide for body; consider retina (2x) |
|
Mobile-first |
Most opens are mobile; design for vertical reading |
|
Web hero |
Design responsive with mobile-first crops and safe areas |
For paid placements, double-check current ad-format specs in each platform’s ad manager, and design hero creative to translate well across platforms — see what makes a high-performing digital ad creative. Centric designs to-spec, platform-native creative through its digital design services.
Want creative that fits every platform? Explore Centric digital design services or talk to the Centric team.
Frequently Asked Questions
What are the digital design specs for each platform?
They vary by platform and change. Design hero creative to aspect ratios (e.g., 9:16, 4:5, 1:1, 16:9) with safe zones, then confirm exact pixel counts and durations against each platform’s current official spec at execution.
What aspect ratios should I use for social?
9:16 for vertical short video (Reels, TikTok, Shorts, Stories), 4:5 or 1:1 for feed posts and carousels, and 16:9 for standard YouTube and some X/Pinterest placements. Vertical maximizes mobile screen share.
How often do social media specs change?
Often enough to surprise you. Pixel counts, durations, and ad-format details shift more than ratios do. The safest approach: design to ratios and safe zones, confirm exact specs in each platform’s help center at execution.
Do I need different creative for each platform?
Yes — concepts can be shared, but executions should be platform-native. Adapting to each platform’s ratios, durations, and conventions consistently outperforms one creative retrofitted everywhere.
Get platform-native creative: See Centric digital design services.
