Reference
Aspect ratios and video specs, by placement
The reference table we keep open during delivery. Verify against platform documentation before a major campaign, since specs change.
The four ratios that cover everything
| Ratio | Resolution | Use it for | Notes |
|---|---|---|---|
| 9:16 vertical | 1080 × 1920 | Reels, Shorts, TikTok, Stories | Full screen, highest immersion |
| 4:5 portrait | 1080 × 1350 | Instagram and Facebook feed | Largest feed footprint without being a Reel |
| 1:1 square | 1080 × 1080 | Feed, catalogue, Amazon | Safest single ratio across placements |
| 16:9 landscape | 1920 × 1080 or 3840 × 2160 | YouTube, websites, presentations | Standard for long-form and desktop |
By platform
| Placement | Ratio | Max length | Key detail |
|---|---|---|---|
| Instagram Reels | 9:16 | Up to 3 min | Keep text out of the bottom 250px and top 130px |
| Instagram feed video | 4:5 or 1:1 | Up to 60 min | 4:5 takes the most vertical space in feed |
| Instagram Stories | 9:16 | 60s per card | Leave room for stickers and the reply bar |
| YouTube Shorts | 9:16 | Up to 3 min | Title text competes with UI on the right |
| YouTube long-form | 16:9 | No practical limit | Design the thumbnail before you shoot |
| Meta feed ads | 4:5 or 1:1 | Up to 241 min | Under 15s performs best for cold traffic |
| Meta Reels ads | 9:16 | Up to 15 min | Hook must land inside 3 seconds |
| LinkedIn video | 1:1 or 16:9 | Up to 10 min | Square performs well in feed; captions essential |
| Amazon listing video | 16:9 or 1:1 | Under 60s ideal | 1080p minimum, product visible in first frame |
| Website hero | 16:9 | 10–20s loop | Mute, autoplay, compress hard for load speed |
| WhatsApp / broadcast | 1:1 or 9:16 | Keep under 30s | File size matters more than resolution |
Safe zones
Every platform covers part of your frame with its own interface — captions, usernames, buttons, progress bars. Anything important that sits underneath disappears.
- Keep all text and logos within the central 80% of the frame
- On 9:16, treat the bottom 20% and top 10% as unusable for critical information
- On Reels and Shorts, the right edge carries action buttons — keep it clear
- Subtitles sit best just above the lower third, not at the very bottom
- Check your key frame on an actual phone before delivery, not only on a monitor
Shoot once, deliver everywhere
- 1
Shoot 4K 16:9
A 3840 × 2160 master gives room to crop to 1080p vertical without losing resolution.
- 2
Frame with headroom
Compose so the subject sits in the central square of the frame, leaving space to crop on either side.
- 3
Shoot a vertical pass too
For hero shots, take a dedicated 9:16 pass. Cropping never beats composing.
- 4
Export properly
Reframe each ratio by hand rather than auto-cropping; auto-crop routinely cuts heads and product off.
Frequently asked questions
Can we just upload the same 16:9 video everywhere?
You can, and it will underperform on every vertical placement. A letterboxed 16:9 video in a Reels feed uses less than half the screen, which measurably reduces watch time and hook rate.
Is 4:5 or 1:1 better for Instagram feed?
4:5 occupies more vertical space, so it generally performs better in feed. 1:1 is the safer choice if the same file also has to run in placements that crop square, such as some ad positions and marketplace tiles.
What frame rate should we shoot at?
25 or 30fps for standard content, matching whatever your region and existing library use. Shoot 50 or 60fps when you may want smooth slow motion, and 120fps or higher for dedicated slow-motion hero shots.
Do captions really matter?
Yes. A large majority of feed video is watched without sound, and burned-in captions consistently improve completion. Deliver both a captioned version and a clean one, so you can add localised text later.
Have something worth filming?
Tell us what you are launching and we will come back with ideas, a plan and a quote within two working days.