Video Formats: How to Tailor Your Content to Every Social Platform

When we talk about “video formats,” we’re often referring to the aspect ratio—the relationship between a video’s width and height (e.g., 16:9, 9:16, 1:1). This is not to be confused with the video file type (e.g., .mp4, .mov), which relates to compatibility and compression.

Choosing the right format is essential. With each social media platform favoring different ratios and dimensions, understanding how to adapt your content accordingly will significantly boost its performance. In this guide, we’ll walk through the main video formats and how to optimize each one for your audience and goals.

Common Video Formats and Their Use Cases

Standard Formats

• 16:9 — The go-to format for YouTube, presentations, and corporate content. It’s the most versatile and widely used ratio in video production.

• 4:3 — Once the TV standard, now mostly used for tutorials and educational formats where on-screen text matters.

• 3:2 — Borrowed from photography, this format occasionally appears on social platforms like Instagram.

Panoramic Formats

• 21:9 — A cinematic format ideal for immersive storytelling or dramatic promotional content.

• 360° — Designed for virtual reality experiences, allowing for full environmental immersion.

Square & Vertical Formats

• 1:1 — Ideal for Instagram and Facebook feeds. Square videos occupy more space in mobile feeds, increasing visibility.

• 9:16 — The vertical format designed for mobile-first content. It’s the standard for TikTok, Instagram Reels, and YouTube Shorts.

Choosing the Right Format for Your Strategy

The best video format is not just about platform—it’s about purpose. Before you choose your aspect ratio, define what your content is trying to achieve.

Goals vs. Format

• To educate or inform → Use 16:9 for clear, professional delivery (great for YouTube or corporate training).

• To immerse → Use 21:9 or even 360° for an elevated visual experience.

• To drive engagement on mobile → Use 9:16, the vertical format that captures attention in a scroll-first world.

Strategic format choices don’t just optimize design—they increase watch time and retention.

Platform-Specific Recommendations 

TikTok

• Orientation: Vertical (Portrait)

• Dimensions: 1080 x 1920 px (Full HD)

• Aspect Ratio: 9:16

  TikTok remains a mobile-dominant platform. Vertical full-screen content performs best. Keep quality high, and compression low.

LinkedIn

• Orientation: Horizontal or Square

• Dimensions:

  
  

  • Horizontal: 1920 x 1080 px

  • Square: 1080 x 1080 px

  
  

• Aspect Ratios: 16:9 or 1:1

  Business-oriented videos should be polished. Use square videos in feeds to maximize visual real estate.

Instagram

• Formats: Reels, Stories, Feed Posts

• Dimensions:

  
  

  • Reels/Stories: 1080 x 1920 px

  • Square Posts: 1080 x 1080 px

  • Horizontal Posts: 1080 x 608 px

  
  

  Note: Reels dominate in engagement. Prioritize vertical formats for reach.

Facebook

• Orientation: Flexible (Square, Horizontal, or Vertical)

• Dimensions:

  • Horizontal: 1920 x 1080 px

  • Square: 1080 x 1080 px

  • Vertical: 1080 x 1350 px

  
  

• Tip: Square and vertical videos often outperform horizontal ones on mobile due to larger screen occupation.

YouTube

• Standard Content: 1920 x 1080 px (or 4K: 3840 x 2160 px)

• Shorts: 1080 x 1920 px

• Note: Long-form videos benefit from 4K export for better compression handling. Shorts should be vertical and punchy.

Export Settings & Technical Best Practices

Optimizing your export settings can drastically improve performance and viewer retention.

• File format: Use MP4 (H.264) for universal compatibility and streaming.

• Bitrate: Maintain a high bitrate to reduce pixelation.

• Frame rate: Stick to 30 FPS for standard content; opt for 60 FPS for fast motion.

• Audio: Use high-quality stereo (AAC or WAV) for an immersive experience.

Conclusion: Format is Strategy

In 2025, with AI-generated visuals becoming more common, the format you choose is more than a technical detail—it’s part of your storytelling DNA. A well-chosen format can amplify the power of your content, increase engagement, and align perfectly with the consumption habits of your audience.

Looking to create stunning content without worrying about specs? At EPYTOME, we specialize in crafting tailored video assets optimized for every platform—from cinematic widescreen to scroll-stopping vertical content.