Selecting 16x9, 9x16, 1x1, or even 4x5 isn’t just about technical specs—it’s about storytelling and strategy. Each format has its strengths and sacrifices, and the key to maximizing impact lies in planning ahead. Here’s what brands need to know to avoid compromises and why 4x5 might just be the ultimate social media format.
Why Video Format Matters
Choosing a video format isn’t a minor decision—it shapes how your story is told and how your audience connects with it. Think of video formats as frames for your message: the wrong frame can dull its impact, while the right one elevates it.
Repurposing content across formats isn’t as simple as cropping and calling it a day. Each format serves a unique purpose, and the differences can be the make-or-break factor for your campaign.
16x9 The Cinematic Heavyweight
16x9 is the king of widescreen. It’s what your brain expects when you’re watching something important—like a movie, a documentary, or a brand narrative designed to wow.
Example: Corporate (B2B) Client A, a luxury travel agency, needed a video for their YouTube channel and website. Using 16x9, they showcased sweeping aerial shots of coastal vistas and luxury accommodations, immersing viewers in the grandeur of their offering. The widescreen format was the perfect choice for these cinematic visuals, aligning seamlessly with their premium brand identity.
Why 16x9 Works:
Visual Quality: Great for detailed, wide-angle storytelling.
Professionalism: Conveys a polished, high-end feel.
Platform Alignment: Shines on websites, YouTube, and in presentation settings.
Where It Falls Short:
It doesn’t translate well to mobile-first platforms like Instagram and TikTok. A smaller appearance on vertical feeds diminishes its visual punch.
9x16 The Vertical Star
The rise of TikTok and Instagram Stories made 9x16 the default for mobile-first content. It’s immersive, personal, and designed for audiences who live on their phones.
Example: Consumer Goods Client B, a trendy fashion brand, used 9x16 to launch their summer collection. The vertical format filled the screen on Instagram Stories, capturing close-ups of fabrics, stitching, and models in motion. Engagement rates soared as viewers swiped through dynamic content tailored for the platform.
Why 9x16 Works:
Mobile Immersion: Fully occupies the screen for uninterrupted viewing.
Higher Engagement: Built for quick, impactful content.
Platform Native: Perfect for TikTok, Reels, and Stories.
The Drawback:
The tight framing sacrifices storytelling depth, making it less effective for showcasing broader, complex visuals.
1x1 The Jack of All Trades
The square format (1x1) emerged during Instagram’s early days as a way to fit content into clean, symmetric feeds. While adaptable, it often feels like a compromise.
Example: Events Client C, a nonprofit hosting a fundraising gala, used 1x1 to promote the event across platforms. While the format worked on Facebook and Instagram feeds, it lacked the immersive quality of 9x16 and the cinematic elegance of 16x9.
Why 1x1 Works:
Versatility: Fits well on multiple platforms.
Balance: Offers more space than 16x9 on mobile without going full vertical.
The Tradeoff:
It doesn’t stand out. On mobile, it lacks the engagement of 9x16; on desktops, it doesn’t have the cinematic appeal of 16x9.
Enter 4x5 The Perfect Social Media Format
Here’s the format you’re not using—but should be. 4x5 offers a sweet spot: it’s taller than 1x1, making it more impactful on mobile, but it’s not as restrictive as 9x16, preserving broader visuals.
Why 4x5 Is Best for Social Media:
Fuller Screen Real Estate: It takes up 80% of a mobile screen, grabbing attention without overwhelming.
Adaptability: It works well across Instagram, Facebook, and LinkedIn feeds.
More Room for Creativity: Balances immersion with space for intricate storytelling.
Example: Hospitality A boutique hotel used 4x5 to showcase their property. The format highlighted both sweeping landscapes and intimate moments, like a bartender mixing cocktails at golden hour. It translated beautifully across platforms, ensuring high engagement without sacrificing quality.
Why You Can’t Have It All
Yes, you can create a single video and repurpose it across formats—but not without compromises. Cropping a cinematic 16x9 masterpiece into 9x16 can cut out vital details, while squeezing a vertical video into a square loses its full-screen impact.
Client A learned this the hard way, trying to retrofit their travel video for Instagram Reels. The scenic shots that defined their brand were cropped into irrelevance. On the flip side, Client B avoided these pitfalls by planning ahead—shooting scenes specifically for multiple formats.
Want all formats? Be prepared to either compromise or invest in multi-format planning.
Plan Smarter, Not Harder
The key to success is aligning your format with your audience. Where do they spend their time? What content resonates most? If social media is your priority, ditch the outdated 1x1 and opt for 4x5—it’s versatile, impactful, and built for modern feeds.---
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Raised Media Co. is a NYC-based video production and commercial photography company. Specializing in creating stunning visuals across all industries worldwide.
