TL;DR: Choosing between 16x9, 9x16, and 1x1 formats isn’t just a technical detail—it’s a strategic decision that affects the impact of your video. Here’s what brands need to know about the pros, cons, and sacrifices involved when aiming for multiple formats and why it's essential to plan accordingly.
Why Your Video Format Choice Matters
If you’re a brand investing in video content, you’ve probably wondered, “Can we get all the formats from one shoot?” The short answer is: Yes, but it comes with compromises. Let’s break down what you need to know, illustrated with examples from clients who’ve navigated this very challenge.
Your video format choice directly impacts how well your message reaches and resonates with your audience. Each platform has its own preferences, and audiences have different expectations depending on where they're viewing your content. Selecting the right format is more than a question of fitting dimensions—it's about delivering your story in the most effective way possible.
The Classic: 16x9 (Widescreen)
Client A, a high-end luxury travel agency, wanted a video showcasing a recent trip package. They chose 16x9 as the primary format to give a cinematic, detailed view that could live on their website and YouTube channel. This format allowed them to highlight breathtaking landscape shots and sweeping views that aligned with their premium brand image.
16x9 is ideal for creating a polished, professional impression. It is the go-to format for more traditional and established platforms, and it's perfect for long-form storytelling where viewers are looking for a high-quality, uninterrupted experience.
Pros of 16x9
High Visual Quality: Captures wide, scenic shots that feel immersive.
Professional Look: Delivers a polished experience that’s ideal for presentations and long-form storytelling.
Perfect for Web: Works seamlessly on desktop and platforms like YouTube.
For Client A, 16x9 was the go-to for showcasing luxury and capturing expansive beauty.
Cons of 16x9
Not Mobile-First: Client A noticed less engagement when sharing the same video on mobile-focused platforms.
Reduced Social Impact: On Instagram and TikTok, the video appeared smaller, making it less attention-grabbing in feeds.
The 16x9 format doesn't fill the entire mobile screen, which makes it less immersive for users scrolling through their social feeds. This difference can be critical, especially when trying to capture the attention of users accustomed to mobile-first experiences. Wide, cinematic views can lose impact when reduced to a smaller section of a vertical screen.
The Vertical Star: 9x16
Client B, a trendy fashion brand, knew their audience lived on TikTok and Instagram Stories. They made 9x16 their priority for a new product launch video. The vertical format filled the screen on mobile devices, boosting their engagement rates significantly.
The 9x16 format is optimized for mobile-first experiences, making it a crucial choice for brands targeting younger audiences or those heavily invested in mobile content. Full-screen vertical video makes for an immersive experience, making viewers feel as though they are part of the content.
Pros of 9x16
Maximized Mobile Space: Fully occupies the screen, making it more immersive.
Higher Engagement: Perfect for mobile-focused platforms, leading to more interactions.
Quick Impact: Ideal for short, dynamic content that hooks viewers fast.
Client B saw a 30% higher engagement rate by prioritizing 9x16 for their mobile-first audience.
Cons of 9x16
Limited Framing: When Client B wanted to reuse footage for a YouTube campaign, they faced challenges adjusting the vertical shots for a widescreen format.
Reduced Detail: The tight framing made it harder to show complex scenes without cutting out important visual elements.
The challenge with 9x16 is that it restricts how much of a scene you can show. While perfect for capturing close-up, intimate moments, it doesn’t lend itself well to expansive visuals or more complex settings. Brands that focus on intricate details or broader settings may find that the vertical format limits the storytelling capacity.
The Balanced Square: 1x1
Client C, a nonprofit organization, needed a video that could adapt to multiple social media platforms for a fundraising campaign. They chose 1x1 as a middle ground to maximize space on both mobile and desktop without sacrificing too much detail.
The 1x1 format has long been considered the versatile middle option. It provides more screen space on mobile compared to 16x9 while being more adaptable for platforms that aren’t entirely mobile-first. It’s a format that tries to cater to all scenarios, and while it doesn’t necessarily excel at any one thing, it provides balance.
Pros of 1x1
Versatile Across Platforms: Worked well on Facebook, Instagram, and LinkedIn feeds.
Solid Screen Usage: Occupied more screen space than 16x9 on mobile without committing to vertical format.
Balanced Framing: Offered a compromise that allowed for simple edits and reuses.
Client C found 1x1 ideal for a fundraising video that needed to reach a wide audience without multiple edits.
Cons of 1x1
Limited Engagement: The nonprofit noticed that while 1x1 was adaptable, it didn’t have the full-screen impact of 9x16 on mobile.
Compromise in Detail: Lacked the grandeur of 16x9 and the full engagement of 9x16, making it a middle-of-the-road choice.
While 1x1 is a great all-around format, it lacks the specialization needed for maximum impact on specific platforms. It’s not as immersive as 9x16 on mobile, nor does it offer the cinematic quality of 16x9 on larger screens. In trying to be everything, it risks being forgettable in a space where standing out is key.
Why You Can’t Have It All Perfectly
Can you shoot one video and repurpose it into all three formats? Sure, but be ready to face sacrifices. Client A tried cropping their 16x9 travel video into 9x16 for Instagram Reels. The result? Cropped-out scenery and a loss of the video’s original storytelling impact.
Repurposing content into multiple formats without planning ahead can lead to a diluted message. Important elements can be lost in translation—scenery gets cropped out, and impactful visuals are reduced to fragments. Client B, on the other hand, opted to plan multiple takes of key scenes to capture the same content for both 9x16 and 16x9. This approach took more time and budget, but they avoided sacrificing quality.
Want all formats? Be prepared to either compromise or invest in multi-format planning.
The Smart Approach: What Brands Should Do
The best approach is to decide which formats are non-negotiable based on where your audience engages most. Client C, the nonprofit, found success by prioritizing 1x1 but planning key moments that could be edited into 9x16 for Instagram Stories. By understanding where your core audience spends their time, you can prioritize which format takes precedence and plan accordingly.
If you need multiple formats, talk to your production team about how to plan for versatile shots or prepare for budget adjustments. Multi-format planning requires a collaborative effort where everyone is aligned on the creative vision and technical needs. Shooting with different formats in mind from the beginning.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities convey compelling stories through high-impact photos and videos.
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