Best practices for designing paid-media social assets

Designing creatives for paid social is a mixture of craft, psychology and a lot of measurement. You’re not just making something pretty, you’re making something that stops a scroll, communicates a clear idea in a second or two, and persuades someone to click, view or convert. Below I’ve pulled together my industry tested best practices you can use on day one, from concept to delivery.

1. Start with the campaign objective, not a template

Too many creatives are built by following a size guide or a trend. Start by asking what is this ad trying to do? Drive clicks? Build awareness? Get video views? Each objective needs a different creative approach.

• Awareness: simple, bold imagery and a single idea. Let the brand/product and a short headline do the heavy lifting.
• Consideration: show product benefits in bullet point format or short demonstrations (video 6–15s works well).
• Conversion: clear CTA (call to action button), social proof, and an offer or reason to act now.

Keeping the objective front and centre is basic, but it’s also one of the strongest predictors of success. The IAB’s creative best practice guidance highlights focusing on a single main idea and aligning creative to the objective. iabuk.com

2. Design for the platform and placement

Every platform (Meta, TikTok, X, LinkedIn, Snapchat) and placement (feed, story/reel, in-stream) behaves differently. Think vertically for stories and reels, square or horizontal for some feeds. Treat placement as part of the creative brief, not an afterthought.

• Use native formats and native behaviours. Short vertical video for reels/stories. Crisp thumbnails and 6–15s loop for in-feed. Headlines for carousel cards.
• Create multiple assets for different devices and aspect ratios instead of stretching a single creative. The IAB and platform guides stress that producing assets across device formats will make the ad look native and not “forced”. iabuk.com+1

3. Put the message in the first 1–3 seconds (or first frame)

On socials, attention span is incredibly short. Lead with the single strongest idea: the product reveal, the problem, the emotional hook. For video, don’t bury the point behind long intros. For static, make sure the hero image and headline communicate the value quickly.

Meta and Google research both show quick wins for assets that establish context early and show the product or offer quickly. Keep your opening frames/first scroll view uncluttered. Facebook Best Practices

4. Keep branding clear but not overpowering

You want the audience to recognise your brand, but big logos everywhere can reduce engagement. Use subtle, consistent branding elements.

• Use colour, typography and a small logo in a consistent spot.
• Consider “branded style” (colour band, corner logo) rather than a giant logo.
• For remarketing, stronger branding can help because the audience already recognises you.

IAB guidance suggests clear branding and key messages while still focusing on the campaign objective. iabuk.com

5. Prioritise legibility. Big, simple type and strong hierarchy

Text is often the quickest way to deliver a message. But small text on a busy photo doesn’t read well on mobile. Introduce background gradients behind text to make copy pop.

• Use a strong type hierarchy. Headline, short supporting line, CTA.
• Make headlines large enough to be readable on small phones (think 18–28px visual size depending on font).
• Avoid long sentences, short punchy phrases win.
• If you must put text over images, add a semi-transparent overlay or blur the image behind the text to improve contrast and legibility. Tools like contrast checkers help verify readability. WCAG+1

6. Be mindful of accessibility and legal rules

Accessible ads reach more people and reduce legal risk. A few rules to follow:

• Don’t use images of text where possible, use real text layers so screen readers and people who change text size can access the message. WCAG recommends using actual text rather than “images of text” for accessibility and better control. w3.org+1
• Ensure there is sufficient contrast between text and background (WCAG guidance). Aim for at least 4.5:1 for normal text. w3.org
• Add meaningful sub headings for image ads where the platform allows it. It helps users with screen readers and can improve ad reach.
• Follow local advertising rules. In the UK, the ASA/CAP guidance requires transparency for sponsored content and paid promotions, influencer posts should clearly disclose paid relationships. If your ads make claims (eg. “sustainable”), make sure you have evidence, the ASA has been strict on vague environmental claims. ASA+2ASA+2

7. Use video and motion, but keep it short and punchy

Video typically outperforms static in engagement, but only if it’s done right.

• Aim for multiple short cuts (6–15s) and a longer version (15–30s) for consideration funnels. Shorter is often better for prospecting.
• Use captions as many people watch with sound off. Hard coded captions can be used, but where possible use platform caption features so accessibility is preserved.
• Start with a visual hook, then show the product in context, end with a clear CTA. Google and Meta both recommend short, focused video that shows the product early. Google+1

8. Keep file sizes small and follow technical specs

Sending large files can hurt load speed and delivery. Platforms prefer certain file types and sizes.

• For images: JPG/PNG as the preferred formats. Optimise dimensions and resolution, don’t upload a 4K image when 1080×1080 is fine.
• For video: use H.264 MP4, reasonable bitrates, and keep the sound codec standard (AAC). Export with the platform’s recommended codecs to avoid transcoding issues. You can also use online compressors if your files are still too large to upload.
• Follow Google’s platform image guidance, avoid excessive overlaid text, don’t cram logos into the image area, and keep aspect ratio safe areas in mind. Google’s Display & Video guides contain the current technical recommendations. Google Help+1

9. Test more than one idea

Creative testing should be structured, not random. A/B test one major variable at a time. Hero image, headline, CTA or offer. Run controlled tests to learn what works for each audience segment.

• Create a testing plan: hypothesis – variable – audience – metric.
• Measure uplift by comparing CTR, CPC or even post-click conversions, depending on objective.
• Keep at least two strong concepts per campaign and rotate new ideas in. Google and IAB materials recommend multiple assets to find what scales. Google+1 

10. Respect “thumb-friendly” design and user behaviour

Most people hold their phones with one hand and use their thumb to scroll. Consider thumb zones when placing clickable elements (though ads are usually handled via the platform UI). For in-app experiences and landing pages, place important content within easy reach.

• Keep interactive CTAs visually obvious and not too small.
  For carousels: front-load the best card, many users won’t swipe to the end.

11. Use copy that matches the creative tone

Design and copy are one system. If the visuals are playful, keep the copy playful. If the tone’s premium, the copy needs to reflect that.

• Use short, scannable lines. Bullet benefits work well in carousels or multi-card ads.
• Avoid jargon. Speak to the user’s problem and the benefit in plain English.
• Test different CTAs (eg. “Find out more” vs “Shop now”) to see what works for your audience.

12. Image choices: authenticity beats overly staged stock

Authenticity is increasingly valuable on social. Real people, realistic environments, and relatable contexts often outperform heavily staged stock photography, especially for awareness and consideration campaigns.

• Use lifestyle images that show the product in use.
• If using stock, customise it with brand colours, filters or overlays so it feels on-brand.
• For claims or product benefits, show proof visually (close-ups, context shots).

13. Avoid “ad blindness” with fresh creative and frequency management

Even great ads fatigue. Rotate creatives regularly and use rules in your ad platform to cap frequency for the same creative.

• Set a creative rotation schedule and build a pipeline of variations.
• Use sequential creative (storytelling across several creatives) to keep engagement high for repeat audiences.

14. Watch out for claims, endorsements and regulatory traps

If your ad makes a factual claim, have evidence. If you use people who are popular with under-18s, be mindful of category rules (eg. gambling). In the UK, ASA decisions show the regulator will act on misleading sustainability claims and ads that appeal to children. Keep compliance close to the creative team. The Guardian+1

15. Deliver assets with clear file names and structure

Creative ops matter. A clear handover speeds up QA and campaign launch.

• Name files with campaign, placement, size and version: Brand-Campaign-Feed-1080×1080-V1.mp4
• Include a document with which file maps to which placement, and any special instructions (auto-play muted? captions? start frame?).
• Tag master files in your DAM (digital asset management) with metadata: audience, objective, language, creative owner.

16. Measure, iterate and keep a creative notepad

Make a short “creative notepad” from every successful campaign: which hero images worked, which copy lines lifted CTR, what duration performed best. A playbook makes future briefs faster and more effective.

• Keep practical metrics: CTR, view rate, CPC, conversion rate, cost per conversion and engagement by creative.
• Use learnings to inform new creative directions, don’t rely purely on intuition.

Useful official resources and further reading

Below are practical sources I use and recommend. They’re the places you can go back to for specs, legal guidance and platform research.

• IAB UK, Creative Best Practice and general principles. Great for industry standards and format-agnostic guidance. iabuk.com
• Google Ads/ Display & Video guides, specs and a Creative Best Practices PDF that’s full of practical tips for responsive and display ads. Google Help+1
• Meta (Facebook) Business Help, tips on making your creative more engaging. Good for social-native best practices. Facebook
• WCAG / W3C, for accessibility rules on contrast, text and images. These are the authoritative accessibility standards. w3.org+1
• ASA/ CAP (UK) guidance on sponsored content, influencer labelling and how to make clear when something is an ad. Essential for UK campaigns. ASA+1 

Final checklist

Use this before you send creative to live:

• Does the creative match the campaign objective?
• Is the message clear within the first 1-3 seconds or the first screen?
• Is the type legible on a phone? Is contrast WCAG-friendly?
• Is the branding visible but not overwhelming?
• Are captions/subtitles included for video?
• Do files meet platform specs (format, size, length)?
• Have claims been checked for evidence and compliance?
• Are there at least two creative variations to test?
• Is file naming and delivery documentation clear?

Summary

Designing paid social assets is a mix of speed, efficiency and empathy. Speed, because you have only a moment to get your point across. Efficiency, because assets must be produced and replicated fast. Empathy, because you’re designing for real people scrolling through their feed. Follow the principles above, use the platform spec pages as your technical bible, and test your work constantly. If you keep the audience and the objective in the centre of every decision, your work will perform better and feel better to make.

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