We’ve all heard this, and it is more relevant in today’s social media world than ever. Social media marketing leans a lot more on videos than text. It is estimated that by 2020, over 75% of world’s mobile traffic will be video. And videos come in different sizes – square, landscape, vertical. This is because we have screens of different sizes and every platform accepts videos in a different aspect ratio.

Here are the recommended aspect ratios for the popular platforms:

  1. Facebook

Facebook, the giant marketing platform that it has become, accepts a variety of aspect ratios. It has to accept most aspect ratios because it needs the big brands to stay.

Recommended aspect ratios – 1:1, 16:9, 4:5, 9:16

  1. Instagram

Instagram, taking a leaf from Facebook’s book, accepts a variety of aspect ratios. This is again because it has become the go-to platform for influencer and personal marketing.

Recommended aspect ratios: 1:1, 4:5, 16:9

  1. YouTube

YouTube is the best platform for long-form videos, but it has been moulded well for short-form videos or ads. And with recent updates, YouTube has started accepting more aspect ratios.

Recommended aspect ratios: 16:9, 4:3, 1:1

  1. Twitter

Twitter is the mecca of biteable or short-form content. So, it works best for 6 to 15-second ads or videos. However, in terms of video formats, Twitter still accepts the traditional aspect ratios. Hopefully, this will change in the future.

Recommended aspect ratios: 16:9, 1:1

Looking at the numbers above, it is clear that 1:1 and 16:9 are two aspect ratios that are accepted by all platforms. The question, though, is which one to choose? And why?

Mobile has become ‘THE’ device

Facebook has 1.09 billion mobile daily active users. People are 1.5 times more likely to watch a video on mobile devices. More than 70% of YouTube views come from mobile devices. Mobile has clearly become ‘THE’ device that most people use to browse through the internet. So, every content form you put out there has to be optimized to look the best on mobile. Videos are more sensitive to this optimization than text. So, it is important to choose the right aspect ratio while the video is being created.

Square videos (1:1) cover 78% more real estate on a consumer’s mobile than landscape videos (16:9).

Square videos are more cost-effective

According to a study by Buffer, users engage more with square videos than landscape videos on Facebook and more so on Instagram.  Square video engagement costs 7.5% less on Facebook and 33% less on Instagram than landscape videos.

Square videos have higher engagement rates

In terms of view-through rates for the first 10 seconds of the video, square videos outperform landscape videos by 54%.

People are 67% more likely to watch the whole video if it is a square video than if it is a landscape video.

Most platforms these days, pad black bands to make the aspect ratio into the one that works best for them. So, no matter what aspect ratio you choose, you will still be able to upload your video on all platforms. But because Facebook and Instagram have become the epicentre of marketing, you want your videos to look best over there. These platforms prefer 1:1 videos. So, when you are tied for time or have a doubt, create a square (1:1) video and your engagement metrics will still be better than other aspect ratios.


We can help you create videos in any format you decide. You can always write us at sanket@invideo.io