By CS Ecom · Researched October 2026
Use 16:9 for standard landscape YouTube and many website videos, 9:16 for full-screen vertical placements such as Reels and TikTok, and 1:1 for suitable square feed placements. A 4:5 version can also suit Facebook and Instagram feeds. The right choice starts with the placement, not the camera you happened to pick up.
One shoot can support several shapes. One exported file is not automatically ideal everywhere. Your customers should see the message, not a perfectly framed elbow.
Jump to a section
- What do aspect ratio and resolution mean?
- When should you use 16:9 landscape?
- When should you use 9:16 vertical?
- Do you still need square video?
- Why does proper reframing matter?
- Plan the formats before the shoot
- What should you check before publishing?
- Frequently asked questions
- Sources and further reading
For budgeting, read our Australian business video cost guide. If these versions will run as paid ads, our Meta ad management service can connect creative planning with placement and measurement.
What do aspect ratio and resolution mean?
Aspect ratio describes the relationship between width and height. Resolution describes the pixel dimensions. A 1920 × 1080 video is 16:9 landscape; a 1080 × 1920 video is 9:16 portrait. Swapping the numbers changes the shape completely.
The dimensions below are common production targets, not the minimum requirements for every platform. Accepted sizes, lengths, file limits and ad formats vary. Check the destination's current specification when you upload or build the ad.
| Shape | Common export | Useful placements |
|---|---|---|
| 16:9 landscape | 1920 × 1080 | Standard YouTube, website videos and supported landscape ad placements |
| 9:16 vertical | 1080 × 1920 | Instagram/Facebook Reels and Stories, TikTok, YouTube Shorts and suitable vertical ads |
| 1:1 square | 1080 × 1080 | Supported Facebook/Instagram feed posts and ads |
| 4:5 portrait feed | 1080 × 1350 | Supported Facebook/Instagram feed placements when a taller composition helps |
When should you use 16:9 landscape?
Landscape works well for a business introduction, interview, demonstration or longer explanation watched in a standard YouTube player. It also gives you room to show a person and their environment together.
For websites, the design still matters. A decorative banner may use a custom crop and should not carry essential information only visible in the video. Keep the page usable without autoplay audio. Do not bake black bars into the file to force a particular player shape.
When should you use 9:16 vertical?
Vertical fills the phone screen in placements built for it. It is a practical starting point for Instagram Reels, Facebook Reels, Stories, TikTok and YouTube Shorts. TikTok's official in-feed guidance recommends 9:16, while supporting other ratios for relevant formats.
Build the scene for a narrow frame. Move closer, simplify the background and make the product or speaker easy to follow. Place important captions, logos and demonstrations away from interface controls. Safe areas depend on placement, captions and overlays; preview rather than relying on one universal rectangle.
Do you still need square video?
Square can be useful for feed content, product demonstrations and supported feed ads. It gives you another composition without requiring the viewer to turn a phone. It is an option with a purpose, not a compulsory extra for every project.
A 4:5 crop can provide a taller feed composition. Check the placement preview and whether your subject benefits from that space. Avoid stretching a square video to fit portrait dimensions: distorted faces are memorable for the wrong reason.
Why does proper reframing matter?
A landscape frame can contain two people, a workbench and a product. A centre crop may keep only the empty space between them. An editor needs to choose what should remain visible, sometimes changing framing through the shot.
Captions and graphics also need attention. A lower-third title designed for landscape may become tiny, clipped or covered by a button in a vertical placement. Reposition it for the new frame rather than exporting the same graphic at a different size.
Plan the formats before the shoot
- List the actual destinations: website, standard YouTube, Reels, TikTok or particular ad placements.
- Identify the main action and message for each.
- Compose key shots so important details survive the planned crops, or film a separate vertical take.
- Capture clean audio and useful close-ups.
- Agree the number of distinct edits and their format versions.
A hypothetical example: a cabinetmaker could use one landscape introduction on the website, three vertical clips showing different questions or processes, and square versions for the feed. Those are different editorial decisions. Exporting the introduction three ways alone would not create three separate stories.
What should you check before publishing?
- Watch each version on a phone, including with sound off.
- Check captions for accuracy, contrast and comfortable reading speed.
- Confirm no face, product detail, price or call to action is cropped.
- Preview each selected ad placement with its interface overlays.
- Check audio and music usage rights for the intended commercial use.
- Give files clear names containing concept, ratio and version.
Frequently asked questions
Can I use a horizontal video on Instagram?
Some placements accept it, but acceptance does not mean it uses the space effectively. Choose the intended feed, Reel or Story placement first, then prepare a version that looks deliberate there.
Is a format version the same as a new edit?
No. A format version adapts the shape and layout of an edit. A new cutdown, opening hook or story can involve additional editing. Confirm both the edit count and the format versions in the brief.
Want the content planned for the places you will use it? Our video packages include landscape, vertical and square versions as listed, with monthly content options for ongoing posts and ads.
