Designing for Social Media Campaigns

I am designing a medium sized social impact campaign to run this fall for my organization. I’m trying to get prepped before hand so when creating the assets for it it’s super easy. This process has lead me to the following questions:

When designing assets for a large social media campaign do you design at one size for all platforms or customize the assets for each platforms image sizes?

I’m assuming designing for the platform is the way to go, even though it’ll be more work on the front end.

Thoughts? Opinions?

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