The New 4:5 Aspect Ratio for Meta & Instagram: What Beauty & Fashion Brands Need to Know
The New 4:5 Aspect Ratio for Meta and Instagram: What It Means for Beauty and Fashion Brands
In the fast-paced world of digital marketing, staying ahead of platform changes is crucial—especially for beauty, skincare, and fashion brands that rely heavily on visually engaging content. One of the latest updates in the social media landscape is the shift to the 4:5 aspect ratio for Meta and Instagram ads and organic posts. This new standard impacts how brands should be designing their creatives to maximize performance.
So, what does this mean for your paid marketing strategy? Let’s dive in.
What Is the 4:5 Aspect Ratio?
The 4:5 aspect ratio (1080 x 1350 pixels) is now the recommended format for feed posts, carousels, and some ad placements across Meta platforms. Unlike the previous go-to aspect ratios (such as 1:1 squares or 9:16 full-screen verticals for Stories and Reels), this format optimizes screen real estate on mobile while keeping content visually appealing and immersive.
Why Is Meta Pushing the 4:5 Format?
Better Mobile Experience – With most users scrolling Instagram and Facebook on mobile, the 4:5 format takes up more space on the screen compared to 1:1 images, making ads and organic posts more engaging.
Increased Ad Performance – Meta’s internal studies suggest that taller creatives tend to perform better, as they capture user attention for longer.
Consistency Across Formats – The shift helps unify how content appears across the feed, making it easier for brands to create cohesive visual campaigns.
How This Affects Beauty and Fashion Brands
For industries like beauty, skincare, and fashion, high-quality visuals are everything. The new 4:5 aspect ratio presents an opportunity to create even more immersive and captivating ad creatives that truly showcase products and aesthetics.
Here’s how your brand can take advantage of this update:
1. Leverage More Screen Space
With the taller format, you have extra room to highlight product details. Whether it’s showcasing the texture of a skincare product or the movement of a fashion piece, 4:5 lets you bring out every detail without cropping important elements.
2. Rethink Composition and Framing
If your brand was previously designing creatives in square (1:1) or landscape (16:9) formats, it’s time to rework layouts. Make sure your subject remains centered and key text is positioned within the safe zone to avoid cut-offs in the feed.
3. Optimize for Mobile-First Storytelling
Consumers are increasingly drawn to dynamic, scroll-stopping visuals. The 4:5 format is a great way to capture attention quickly, especially when paired with engaging motion graphics, product demos, and influencer content.
4. Adjust Paid Ad Strategies
For brands running Meta Ads, ensure that your ad creatives align with the new aspect ratio. Some ad placements may still support multiple formats, but optimizing for 4:5 ensures your content delivers the best performance across placements.
Final Thoughts: The Future of Visual Content on Meta
At Pennock Co., we’re always adapting our strategies to keep our beauty, skincare, and fashion clients ahead of the curve. With Meta’s push toward the 4:5 aspect ratio, now is the time to refresh your creative approach and ensure your paid and organic content is fully optimized for engagement and conversions.
Need help adjusting your ad creatives for the latest platform changes? Let’s chat about how we can maximize your brand’s presence with high-performing, beautifully crafted content.