Few campaigns run one spot in one slot anymore. A single launch might run on YouTube in-stream, YouTube Shorts, Instagram Reels, Facebook Feed, TikTok and a streaming TV app in the same week. Each placement has its own length limits, preferred aspect ratio and interface covering part of the frame. The 30-second 16:9 commercial you approved is only the starting point. Cutdowns get you from that master to everything the media plan needs, without reshooting.
What video ad cutdowns are and why brands need them
A cutdown is a shorter version of a commercial, edited from the same footage for a specific placement. The usual set is a 30-second master, a 15-second edit and a 6-second bumper. The term also covers shape versions: 9:16 for Reels, Stories, Shorts and TikTok, 4:5 for feeds and 1:1 where a campaign still uses square.
Brands need commercial cutdowns for three reasons:
- Platforms set hard limits. A YouTube bumper cannot run past 6 seconds. With only a 30, you cannot buy those slots.
- Screens differ. Google Ads Help says a horizontal ad in the Shorts feed shows with blurred areas above and below it. On Reels, the profile icon and call-to-action button sit over the bottom of the frame.
- Frequency and testing. Running a 30 and a 15 together, or several 6-second variations, lets media buyers manage repetition and compare messages without new production.
A cutdown is not the 30 with the middle removed. The 6 has room for one idea. The 15 has room for a hook, one proof point and a call to action. The 30 can carry a short story.
Official length and format rules by platform (2026)
These tables come from each platform’s own help pages, checked on 1 November 2026. Specs change often, so check the live page before final delivery.
YouTube and Google Ads
Source: Google Ads Help, “Non-skippable in-stream ads”, “About video ad formats”, “Video ads specs and format requirements” and “YouTube Shorts ads: Asset specs and best practices”.
Google recommends 1920 x 1080 for 16:9, 1080 x 1920 for 9:16 and 1080 x 1080 for 1:1. Its non-skippable page also says you can build a mix from 6, 15 and 30-second videos, which is the classic cutdown set. Google’s formats overview notes that non-skippable lengths depend on campaign subtype, so confirm the limit with your media team.
Meta: Facebook and Instagram
Source: Meta Ads Guide, video specs for Facebook Feed, Instagram Feed, Instagram Stories and Instagram Reels.
The Stories rule matters. A 15 plays as one card, while a 30 may be split across cards, sometimes mid-sentence. If Stories is in the plan, deliver a 15. Meta’s developer blog also notes that over 75% of Reels views on Instagram are sound on, so vertical mixes still matter.
TikTok and streaming TV
Source: TikTok Ads Help, “TikTok Auction In-Feed Ads” (updated June 2026) and “Creative best practices for performance ads”; Amazon Ads, “Streaming TV & Prime Video ad specs”.
For TV and connected TV, :15 and :30 remain the standard lengths. Amazon lists both in every market it names, and Google’s 30-second non-skippable format is built for CTV. Keep these versions 16:9 and cut to the exact duration.
Plan the shoot and master edit so cutdowns are easy
The cheapest place to solve cutdown problems is before the camera rolls.
Write the 6 first
If the ad cannot be said in one line with one image, the 15 and 30 will struggle too.
Script lines that stand alone
A voiceover line that only makes sense after the previous one cannot move into a 15.
Frame for the tightest crop
Keep faces, product and action near center, and shoot at higher resolution than delivery so you can reframe for 9:16.
Capture clean product and logo shots
Short versions lean on a hero shot and a clear brand moment.
Record alternate reads
A shorter read of the brand line gives a 6-second version room to breathe.
Get the version list early
Confirm placements, lengths and ratios with the media buyer before the edit starts.
In the edit, keep graphics, captions and the end card on separate tracks so they can be rebuilt per ratio. Use music with clear sections or stems, because a 15 and a 6 need real endings, not fade-outs. For more on the master itself, see our commercial editing tips that boost sales.
The cutdown editing workflow, step by step
Once the master is approved, follow the same order every time so decisions stay consistent.
Set the message hierarchy
Rank brand, benefit, proof, offer and call to action. The 30 carries all of them, the 15 keeps brand, benefit and call to action, and the 6 keeps brand plus one benefit or the offer.
Put the hook first
Skippable YouTube ads can be skipped after 5 seconds, and TikTok advises stating your proposition in the first 3. Open each cutdown on its strongest image or line.
Cut the 15 as its own story
Hook, one proof shot, call to action with time to read it. Re-time the music to a real ending.
Cut the 6 as one idea
One or two shots, product and brand early. There is no time for a reveal.
Build end cards per platform
A TV card can hold a logo and URL. A Reels or TikTok card must sit above the bottom interface. Shorts adds a CTA button 3 seconds in for some campaign types, so avoid competing with it.
Reframe each ratio by hand
Auto-reframe is a starting point, but check product, faces and text shot by shot in 9:16, 4:5 and 1:1.
Apply safe zones
Use Meta’s Reels and Stories percentages and TikTok’s templates for supers, legal lines and logos.
Add captions
Deliver SRT or VTT sidecars plus burned-in captions sized for phones on vertical versions.
Mix and export exact durations
Give each length its own sound pass and export to the frame rate each platform asks for.
Worked example: one 30-second master, nine deliverables
Here is a sample matrix for a brand launch running on YouTube (including CTV), Instagram, Facebook and TikTok, built from one 30-second 16:9 master. Adjust it to your media plan.
Source: lengths and ratios from the Google Ads Help, Meta Ads Guide and TikTok Ads Help pages listed below; the matrix is an example.
There is no vertical 6 here, because bumpers run in in-stream, which is horizontal on most screens. Add one if your media team buys short vertical slots. Each row also needs a caption file and a cover frame for paid social.
Naming and delivery that media teams can trust
When one commercial becomes nine files, naming matters as much as the edit. A clear name stops the wrong ratio reaching the wrong placement.
- Use one sortable pattern: Brand_Campaign_Version_Length_Ratio_Language_Date, for example Acme_Launch_V06_15s_9x16_EN_20261101.mp4.
- Avoid colons: write “9×16”, not “9:16”, since colons break on some systems.
- Flag captions: add “_CAP” for burned-in and “_CLEAN” for clean versions.
- Match codes everywhere: V01, V02 and so on should match across files, spec sheet and review link.
Include a spec sheet listing each file’s length, ratio, resolution, frame rate, caption state and placement, plus a slate noting the intended UTM parameters. Keep every version on one review link. For agency handoffs, see how outsourcing video editing helps advertising agencies.
Common cutdown mistakes to avoid
- Trimming instead of re-editing. A 30 with the middle removed leaves a 15 with no hook and a rushed ending.
- Late branding. A reveal at second 25 suits TV, but the 6 and skippable versions need the brand early.
- Center-cropping everything. Automatic crops cut off product, faces and supers.
- Ignoring the interface. Text in the bottom third of Reels or TikTok is often covered.
- Licensed music on Reels. Meta’s Reels specs say not to use it.
- Vertical 30s for CTV. Google’s 30-second CTV assets must be horizontal.
- “About 15 seconds”. A 15.2-second file can fall outside the 15-second slot. Export exact durations.
How Cut Pro Media handles multi-platform cutdowns
Cut Pro Media has edited since 2013 and delivered more than 20,000 films. Our commercial video editing service has two options.
The standard commercial edit is a $140 flat rate (USD), delivered in 1 to 3 working days: up to 3 minutes of edited video, style matching from your reference, colour correction when required, music sync and sound balance, one platform master, your project file and up to 2 hours of revisions (music changes not included). Your first edit is risk-free.
The multi-platform package is custom-quoted, delivered in 2 to 4 working days. It adds 16:9, 9:16, 1:1 and 4:5 exports with intentional reframing per ratio, captions (SRT/VTT and burned-in), end-card CTAs per platform, UTM-ready slates and multiple thumbnail frames.
A/B variants are available on request, and edits match your brand guidelines. Send footage via Dropbox, Google Drive or WeTransfer and review on Frame.io, Vimeo or a private YouTube link. We edit in Adobe Premiere Pro, with DaVinci Resolve handoff via XML. The dedicated editor plan keeps the same editor on every project, with volume pricing, a turnaround SLA, a monthly retainer option and white-label on request. See pricing.
Common questions
Sources: Google Ads Help, “Non-skippable in-stream ads” (accessed 1 Nov 2026); Google Ads Help, “About video ad formats” (accessed 1 Nov 2026); Google Ads Help, “Video ads specs and format requirements” (accessed 1 Nov 2026); Google Ads Help, “YouTube Shorts ads: Asset specs and best practices” (accessed 1 Nov 2026); Meta Ads Guide, video specs for Facebook Feed, Instagram Feed, Instagram Stories and Instagram Reels (accessed 1 Nov 2026); Meta for Developers, “Unlock the Power of Reels Ads” (7 Nov 2024); TikTok Ads Help, “TikTok Auction In-Feed Ads” (updated June 2026); TikTok Ads Help, “Creative best practices for performance ads” (updated June 2025); Amazon Ads, “Streaming TV & Prime Video ad specs” (accessed 1 Nov 2026).
