What Are Video Aspect Ratios and Why Do They Matter? If you’ve ever uploaded a video to LinkedIn only to find it’s oddly cropped, or watched a video on your phone that barely filled the screen—you’ve run into the world of video aspect ratios.
In simple terms, an aspect ratio is the shape of your video. It’s expressed as width:height (e.g. 16:9), and different platforms and devices favour different formats.
Choosing the right ratio helps your content look more professional, feel more natural, and most importantly—get watched.
Let’s take a look at the most common video aspect ratios, where they work best, and why getting it right matters.
16:9 — HD Widescreen
- Where it’s best: YouTube, websites, presentations, broadcast TV
- Why it’s effective: This is the current industry standard for video. It strikes a great balance between visual space and compatibility across screens.
- Use it for: Company overviews, explainers, product videos, and case studies
- Pro tip: If in doubt, start here—it’s the most versatile format.
1:1 — Square
- Where it’s best: Instagram, Facebook, LinkedIn feeds
- Why it’s effective: It takes up more vertical space than widescreen on mobile, helping your content stand out in scrolling feeds.
- Use it for: Brand teasers, testimonials, simple promo clips
- Pro tip: Add captions—most social videos are watched with the sound off.
4:5 — Portrait Feed Format
- Where it’s best: Facebook, Instagram, and LinkedIn ads
- Why it’s effective: Slightly taller than square, 4:5 fills even more of a mobile screen without triggering cropping.
- Use it for: Talking heads, team intros, short ads
- Pro tip: Centre your subject and design with mobile users in mind.
9:16 — Vertical/Story Format
- Where it’s best: Instagram Stories, TikTok, YouTube Shorts, Reels
- Why it’s effective: Designed to fill an entire mobile screen—perfect for grabbing attention quickly.
- Use it for: Quick tutorials, behind-the-scenes, product reveals
- Pro tip: Think fast, punchy, and mobile-first. Works best for younger or casual audiences.
4:3 — Old School TV
- Where it’s best: Internal comms, retro-style content, old screen formats
- Why it’s effective: It matches older hardware or nostalgic formats.
- Use it for: Archived video, screen recordings, training material
- Pro tip: Convert to 16:9 for modern platforms—unless you’re going for that vintage vibe.
21:9 — Cinematic Widescreen
- Where it’s best: Film trailers, launch events, high-end web experiences
- Why it’s effective: It looks epic. It’s wide, dramatic, and emotionally engaging.
- Use it for: Brand films, prestige content, story-driven campaigns
- Pro tip: Looks stunning on wide screens—but less so on mobile. Use it where it fits.
2.35:1 — Ultra-Wide Cinema Scope
- Where it’s best: Narrative storytelling, high-end commercials, cinema
- Why it’s effective: Used in Hollywood productions, this ratio feels “filmic” and expansive.
- Use it for: Emotional campaigns, visual storytelling, product launch films
- Pro tip: Frame with purpose. You’ve got width to play with—use it wisely.
When One Size Definitely Doesn’t Fit All: The Shangri-La Dialogue
Most of the time, video content sticks to familiar formats like 16:9 or 1:1—but sometimes, the screen you’re creating for is anything but standard.
That was the case for the Shangri-La Dialogue, a high-profile defence summit held in Singapore. The event featured a super-wide, panoramic screen setup with a completely unique resolution and aspect ratio. It meant we couldn’t just adapt an existing video—we had to design every visual element to perfectly fit that format, edge to edge.
The result? A stunning, immersive visual experience that filled the room and captured attention from every angle.
When you know your display is going to break the mould, your content has to rise to meet it—and that’s where tailored production really shines.
Summary: Use the Right Ratio for the Right Job
Aspect ratio isn’t just a technical detail—it’s a creative decision that affects how your video looks, feels, and performs. Choosing the right format helps your content land exactly how you want it to, whether it’s on a mobile screen, a cinema projector, or a LinkedIn feed.
- Use 16:9 for widescreen, web and general use
- Use 1:1 or 4:5 for social media feeds
- Use 9:16 for Stories, Reels, and mobile-first platforms
- Use 21:9 or 2.35:1 when you’re going cinematic
- And only use 4:3 if you’re aiming for nostalgia or working with older footage
The best time to think about aspect ratio? At the start. Plan smart, and you can create content that fits every format and every platform—without compromise.
