Guide
Almost no one sees your ad the way you build it. They see it on a phone, muted, one-handed, between two videos they actually wanted to watch. Design for that, or design for nobody.
The single biggest mistake in ad creative is reviewing it on the wrong screen. You approve it full-size on a color-calibrated monitor, with sound, while paying full attention. Then it ships to a 6-inch display at half brightness, on mute, while someone's thumb is already mid-swipe. Every design decision should be made in the second condition, not the first. Before anything else: drop the file onto your phone, turn the sound off, and look at it at arm's length. Most of the problems on this checklist become obvious in three seconds.
In a 9:16 placement, the platform stacks its own interface on top of your creative. The top strip carries the account and audio info. The bottom 30–35% is the busy zone — caption, handle, like and comment icons, and the CTA button all live there. Anything you place in those bands competes with the UI or gets cropped outright. The rule: keep your headline, the product, and your call to action inside the clear middle band. Treat the bottom third as borrowed space — you can use it for ambiance, never for the one thing the viewer has to read. This is the same aspect-ratio and safe-zone discipline that decides whether a repurposed cut survives a new placement.
People hold phones in one hand and the thumb naturally rests over the lower-right quadrant of the screen. Anything parked there is physically covered for a chunk of viewers. Two implications: keep critical text and product detail out of the lower-right corner, and remember that the platform's own tap-to-pause and swipe gestures fire in that exact area. If your key reveal lands where the thumb and the gesture layer overlap, you're fighting both ergonomics and the interface for the most important frame of your ad.
On a small, dim, muted screen, subtlety reads as nothing. Use type big enough to read at a glance — if you have to squint at arm's length, it's too small. Give text a solid contrast backing (a band, a scrim, or a shadow) so it survives over busy footage. Since the majority of feed views start muted, any spoken information has to also exist on screen: captions or text overlays aren't decoration, they're the primary channel. And the still frame that represents your ad before it plays — the thumbnail — has to pass the same legibility test one frame earlier.
Run every cut against this before it ships: Is the product or message identifiable in the first second on a phone? Is all key text inside the clear middle band, away from the bottom UI? Is the lower-right corner free of anything critical? Can you read every word at arm's length with the brightness turned down? Does the ad still make sense with the sound completely off? Does the opening frame stop a scroll on its own? If any answer is no, fix it before you launch — not after the platform charges you to discover it.
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