Understanding Aspect Ratios for Social Video: A London Videographer’s Guide
If you’re creating video content for social media, understanding aspect ratios isn’t just a technical detail — it’s the difference between your video looking sharp and professional, or awkwardly cropped and overlooked. As a London-based videographer, I’ve worked with brands, agencies, and creators who often ask the same question: “What aspect ratio should we be shooting for?”
Let’s break down the most common aspect ratios for online video, and how to make the right choice depending on the platform and audience.
🎬 What Is Aspect Ratio, Anyway?
Aspect ratio refers to the proportional relationship between a video’s width and height. It’s expressed as two numbers separated by a colon — for example, 16:9.
Each ratio creates a different visual experience. Choosing the right one depends on how (and where) your video will be viewed — widescreen monitors, mobile feeds, or vertical stories. If you’re a London based videographer, this is essential knowledge to conduct your work accurately.
📱 1. 9:16 — The Vertical King
Used for: Instagram Reels, TikTok, YouTube Shorts, Facebook Stories
Why it matters: Vertical video dominates social right now. It fills the entire phone screen and feels more personal and immediate — perfect for short-form, attention-grabbing content.
Pro tip: Frame your shots with vertical delivery in mind from the start. Don’t just crop a horizontal video later — you’ll lose composition and impact.
🎥 2. 16:9 — The Classic Widescreen
Used for: YouTube (main feed), LinkedIn videos, websites, presentations
Why it matters: 16:9 remains the most versatile aspect ratio. It’s ideal for storytelling, interviews, and branded content that benefits from a cinematic look.
Pro tip: Even if you’re producing primarily for YouTube, consider repurposing in 9:16 or 1:1 for social platforms. Plan ahead during shooting — protect your framing so it works in multiple crops.
🟩 3. 1:1 — The Square Standard
Used for: Instagram feed posts, Facebook feed videos
Why it matters: Square video was once the go-to format for mobile-first viewing before vertical took over. It still performs well because it balances nicely on both desktop and mobile feeds.
Pro tip: Great for brand awareness and testimonial clips that you want to look clean and consistent across platforms.
🖼️ 4. 4:5 — The Vertical Feed Favourite
Used for: Instagram and Facebook feed videos
Why it matters: 4:5 gives you slightly more vertical space than square, helping your content stand out in scrolling feeds without being a full vertical frame.
Pro tip: Think of it as a “feed-optimised” version of vertical — professional, polished, and less casual than a Story or Reel.
🌐 Bonus Tip: Shoot Once, Deliver Everywhere
As a videographer in London, I often plan shoots with multi-aspect delivery in mind. That means leaving safe margins in the frame, so content can be cropped to 16:9, 1:1, or 9:16 without losing key visuals.
If you’re working with a videographer, always discuss your distribution plan before shooting. The aspect ratio you need will influence everything from composition to lighting setup and camera orientation.
🎯 Final Thoughts
Choosing the right aspect ratio isn’t just about fitting your video on screen — it’s about respecting how your audience watches.
In 2025, that usually means vertical-first, mobile-friendly storytelling — but the best videographers still tailor their visuals to each platform.
If you’re a brand or creator in London looking to optimise your social content for every format, I’d love to help you plan your next shoot with that in mind.
