UniqueizerPROTechnical checklist before uploading creatives to Meta
Rejections and weak starts usually come from details in the file rather than from the idea. This list takes two minutes and removes most of the avoidable reasons.
Check the ratio against the placement, the length, that audio exists and is not silent, how much text sits on the image, whether it reads on a small screen, and whether the promise in the creative matches the landing page.
Ratio and resolution
- Reels and Stories 9:16, feed 4:5 or 1:1;
- aim for 1080 px on the short side;
- no upscaling from a small source;
- no black bars at the edges.
Audio
Check that a track exists and is not silent. A video without sound is accepted, but completion suffers. Also check the level did not end up at zero after export — a common invisible mistake.
Text on the image
The hard 20% rule is gone, but text-heavy creatives still tend to get fewer impressions. Practical reference: the headline should be readable in one second on a phone, everything else belongs in the ad copy.
The first frame
The thumbnail is a creative of its own. An empty scene, a title card or a logo on the first frame costs click-through. Set a deliberate cover or open on a strong frame.
Landing page match
| Check | What to look at |
|---|---|
| Offer | Same wording as on the creative |
| Price | Matches, or the difference is explained |
| Language | Creative and page in the same language |
| Speed | The page opens on mobile without a wait |
This is the expensive one. Paying for clicks that could never convert is worse than any technical flaw.
Filename
In a week there will be thirty ads and final_final2.mp4 will tell you nothing. A scheme like geo_offer_hook_v3 saves hours — see the article on naming.
Spare variants
One creative per ad set is a test without a safety net. Three prepared variants is the sensible minimum, and preparing them in a batch takes less time than making one by hand.
Questions people ask
Does the 20% text rule still apply?
Not as a formal restriction. But creatives crowded with text still tend to get fewer impressions, so a short headline is still the safer choice.
Why was the ad approved but barely gets impressions?
Common causes: too much text, a weak first frame, a narrow audience, or the bid. Start with the creative, it is the quickest to check.
Is audio needed if the video works without it?
Yes. Videos with audio tend to get watched through more often and are distributed better.
How many creatives per ad set?
At least three, so you have something to swap in when one burns out.