Getting the aspect ratio size right.

The aspect ratio is the size of the frame your video will live in. There are basically two different formats here and your video will perform better by choosing the aspect ratio that best suits each social media channel.  

16:9

This is the most common format that we see every day on a modern wide screen TV. Most videos posted on YouTube and Vimeo will prefer this format too. Sometimes this can also be referred to as 'landscape' because it's the same way a landscape photo or painting would normally be.

9:16

Where 16:9 is horizontal, 9:16 is vertical. All videos posted on TikTok, Instagram and Facebook (Reels) are posted in a 9:16 window that fills the whole of your smart phone screen. YouTube's shorts format prefers this aspect ratio too. Even with an increasing percentage of people preferring to use LinkedIn on mobile there is an argument for using the 9:16 aspect here.

This format can also be called 'portrait' as it's the usual aspect for a portrait photo or painting.

Which format goes where.



So now you understand both ratios, let's explore which one looks best where ... and why.

YouTube and Vimeo

Classically YouTube has been consumed more like a TV channel than a social media platform. Sure there are a huge chunk of viewers using the platform on mobile but desktop viewing is also more popular and even smart TV's have the ability for you to watch YouTube much like you would with something like Netflix or Amazon Prime. Mobile consumers have the ability to watch a YouTube video in 16:9 too by flipping the screen. Something you can't do on other video platforms (more on that later).

Therefore, 16:9 would be your preferred choice here for formatting your video.

YouTube also have a 'shorts' format set up to compete with the TikToks and Instagrams of this world. They tend to be more aimed at mobile users so you'd want to be using the 9:16 format for those.

All the others

For every other social media channel (Instagram, Facebook, TikTok and LinkedIn) opt for the 9:16 format.

These platforms are geared primarily as a mobile friendly format as the majority of us browse these channels on our phones. In fact, Instagram's desktop browser version looks pretty much like it's mobile equivalent. Since we usually hold our phones in a 9:16 aspect (like a phone), video has become more suited to this aspect.

Even LinkedIn is becoming more popular for mobile users and that will only increase with time.

Now there is one other little thing to think about when posting in 9:16 and that's furniture.

Furniture

Take a look at any video on most social platforms and if it takes up the whole screen in 9:16 there will be a little set of icons on display over the image so you can interact (like, comment, share etc.) along with some other stuff I call 'furniture'.

It's useful to take these bits of furniture in mind when filming (and editing) because you don't want anything important (graphics and text mostly) to get hidden behind anything.

So make sure you avoid these areas.

his one is a little more complex because you have two aspect options within Instagram and they both have a place.

Is this all a little confusing?

There's a lot to take in here but in a nutshell your video will perform better if you choose the right aspect ratio for the channel your posting it to.

You may not need to re-shoot your video for different formats, just edit it differently and consider all the the formats when you're filming. Just be sure it will work wherever you intend to post it.

If you need a little more help understanding how to do all this stuff easily well you're in luck because that's what we do. Our coaching workshops can take in all aspects of video making from pre-production to presenting, editing and posting on social media. Each day is bespoke to your needs and it doesn't have to cost the earth either.

Click on the link below to explore the different ways our coaching workshops can help you and of course, come and say hi if you would like to ask us a few questions.