In today’s digital world, creating engaging content for your brand or business has become essential. One of the most popular and effective ways to achieve this is through video. However, it’s important to choose the right video ratios for various social media platforms to maximise engagement and achieve your desired results. In this article, we’ll explore the key video ratios and how they can be effectively used across different platforms in 2023.

16:9 Ratio – Widescreen for Versatile Viewing

The 16:9 ratio is a popular choice for widescreen videos and is commonly used in HD or 4K formats. This aspect ratio is perfect for capturing a wider field of view and creating an immersive viewing experience.


For YouTube, the 16:9 ratio is the go-to choice, offering high-definition and 4K resolutions. This format ensures that your videos look professional and are best suited for both desktop and mobile devices.


On LinkedIn, the 16:9 ratio can be effectively utilised, as it caters well to both mobile and desktop users. However, consider experimenting with the 1:1 ratio for a more unique and engaging experience.

1:1 Ratio – Square Video for Maximum Impact

The 1:1 ratio, or square video, is perfect for creating content that stands out on platforms where users primarily access content on mobile devices.


On Facebook, the 1:1 ratio is perfect for capturing the attention of users scrolling through their feed on mobile devices. This format ensures that your video takes up more screen space and increases the likelihood of engagement.

Instagram Feed

Similar to Facebook, square videos on Instagram feeds can help increase engagement by occupying a significant portion of the screen. With a maximum length of 60 seconds, these videos are ideal for short, impactful content.


For LinkedIn, the 1:1 ratio offers a unique and visually appealing format for mobile and desktop users alike, making your content stand out among the competition.

4:5 Ratio – Vertical Video with a Twist

The 4:5 ratio is a variation of vertical video that works exceptionally well on mobile devices, as it provides an almost fullscreen experience without occupying the entire screen.

Facebook and Instagram Ads

For ad creatives on Facebook and Instagram, the 4:5 ratio is recommended. This format is the sweet spot for maximizing screen real estate without causing truncation or cutoffs in users’ feeds.

Instagram TV (IGTV)

When creating content for IGTV, you can use the full 9:16 vertical video ratio, but it’s essential to focus on the central 4:5 section. This ensures that when your IGTV video appears in users’ feeds, the critical content is not cut off.

9:16 Ratio – Full Vertical Video for Stories

The 9:16 ratio, or full vertical video, is perfect for creating immersive and engaging content for platforms with a Stories feature.

Instagram, Facebook, and Snapchat Stories

For Stories on Instagram, Facebook, and Snapchat, the 9:16 ratio allows you to capitalize on the full vertical screen space. This format ensures that your content is tailored specifically for the platform and offers the best possible viewing experience.

Final Thoughts

Understanding the various video ratios and how they can be effectively used across different social media platforms is essential for creating engaging and impactful paid social campaigns in 2023. By choosing the right aspect ratio for each platform, you can maximise user engagement and ensure your brand stands out in today’s competitive digital landscape.

Remember to always consider the unique requirements and user behaviour on each platform before selecting the appropriate aspect ratio. By doing so, you’ll be able to create captivating video content that not only resonates with your target audience but also drives desired results.

Keep experimenting with different video formats and aspect ratios, and don’t be afraid to think outside the box. As the digital landscape evolves, staying adaptable and creative will help you stay ahead of the curve.