How To Choose A Video Format When Posting


How to choose a video format when posting - How do you choose the right videos for social media posts?

With the option to create videos in square, horizontal and vertical mode, this is often confusing. At the most, there are many popular devices and platforms in use today. It's hard to predict which format will work best for your business and audience.


Here is some data:

  • Facebook is the largest social network with 1.74 billion visitors who operate the network using mobile devices. Of these, 5 percent are mobile-only users.

  • Square videos have a 78% steady user base compared to horizontal videos in mobile newsfeed. In fact, square videos dominate horizontal videos with a view-through rate of nearly 54% in the first ten seconds of any video. Besides, square videos also lead to 30 to 35 percent higher video views with 80 to 100 percent increased user interaction.

  • Users prefer to view video ads more than 9 times longer than video ads equal to Snapchat.

  • Research conducted with 25,000 top-performing video ads on Facebook found that only 30.9% of videos were horizontal while 3% were square or vertical videos.

In an effort to find out what makes a successful video on social media, we have narrowed down the following:

  • Many ways to create videos

  • Video formats are important for success

  • Video length, annotations, content and graphics are important factors that contribute to the success of video content

Video marketing strategy 2020


Mobile phones and videos are the most popular social media marketing tools. Here is what you need to know:

The steady increase in mobile content usage

According to research by VentureBeat, Facebook boasts 1.09 billion daily active mobile users. Figures show the year is up 22 percent for the year. This means that more than 92 percent of all Facebook users access video content via mobile devices, which makes digital businesses optimize content for mobile users.

This is a big change from platform - from desktop to mobile. It is crucial to understand the different marketing and tactics for mobile audiences, which highlights the brand.

Tip: Discovering different mobile video formats is in many ways to deliver content to users. Mobile apps, email, geotagging, mobile optimized websites and QR codes are just a few tactics that marketers should consider in order to move forward in a fiercely competitive market.

Square videos outperform horizontal videos

The study clearly shows that square videos dominate horizontal videos at all leading social media networks. It shows the potential to increase views, engagements - likes, shares, comments and total completion rates.

Tip: Irrespective of content, video format plays a major role in the number of video viewers, the amount of time they watch the video, and the willingness to participate in the video.

When to use horizontal video?

Landscape or horizontal video, is a long-standing format. This format is perfect for desktop computers as well as TV users.

However, before you decide on the format, you must determine your audience base - who is watching on your side? Are they mostly desktop users? Will they watch videos on TV?

If so, the horizontal video format is the one you should choose without thinking.

Horizontal video format is also the optimal video format for websites.

Although the YouTube mobile app supports many different video formats, the YouTube player is the horizontal format. Therefore, it is best to use a horizontal format for YouTube. You tried a different format, but it will show videos with black bars on both sides.

Optimize landscape view with the following tip:

  • Use horizontal videos for ads on desktop and TV

  • Use 16: 9 aspect ratio for desktop videos and YouTube video ads

  • Choose 1280 X 720 pixels as the ideal size


When to use square video format?

While horizontal videos are popular, square videos are equally good. The square video format uses 1: 1 aspect ratio. Instagram made this format popular in 2015. Since then, it has become a very effective video format in all social networks.

See more: How to create a multilingual WordPress website

In every social network, square videos perform better than horizontal videos. If you want to create branded videos to post it on multiple social networks, you should choose the square format. Compared to traditional horizontal videos, square videos take up more space in the newsfeed. As a result, it eliminates distractions to create a seamless viewing experience.


As a result, square videos have a higher audience count, although a lot of videos also depend on the platform. For example, square videos on Facebook are 7.5% lower than horizontal videos when participating. Similarly, it is 33% higher to attract viewers with square videos on other platforms like Instagram. Significant difference is an important factor for social media marketing.

Optimize square videos with the following tips:

  • Perfect square video for videos at Facebook, Instagram, Twitter.

  • Maintain 1: 1 aspect ratio for all square videos

  • Choose 1080 X 1080 pixels as the ideal size for the video

When to use vertical video?

This is a relatively new feature. The format was developed to ensure smartphone screens are completely filled. It is primarily targeted at social networks, mobile devices and web browsers. Some videos were shot in the traditional way using vertical dimensions, but it soon became a necessity with marketing.

Snapchat is the first social network to primarily use vertical video. Ever since Snapchat became popular, Facebook and Instagram have retooled this popular feature to create Facebook stories and Instagram stories. In fact, these ads take advantage of the unique fact that 90 percent of all mobile users are vertically oriented, including social media usage.

Vertical videos, today, have a much greater organic reach with far more interaction than videos and horizontal ads.

Fortunately, the dimensions along both Instagram and Facebook are the same, just like Snapchat. Therefore, all platforms share the same vertical video parameters.

Optimize vertical videos with the following tips:

  • Use vertical videos for stories and ads on Facebook, Snapchat and Instagram

  • Use 9:16 aspect ratio for vertical videos

  • The ideal size for vertical videos is 1080 X 1920 pixels

3 additional tips

1: Video is text only compared to talking video

Text-only videos work better on Facebook as well as on Twitter. These videos are informative and easier to understand. Moreover, these also increase conversion rates ..

The mobile content consumer favors both talk and video-only videos.

2: Increase views and open images

The ideal way to increase the viewership in videos is to include images or videos with descriptive text. For example, a text-only introduction can significantly reduce the number of views for any video. So you have to remember that.

3: Duration and video participation are important

In the end, you must focus on the length of the video to ensure viewers are not lost interest. Remember, the longer the video, the greater the chance of participation. So marketers should experiment with time variations and find out what is more appealing to their audience.

Quick example: Instagram ads allow up to 60 seconds of video, which is very impressive.

Video ad on mobile devices

The debate over the best format will not occur because it is mostly decided by the platform you choose to display ads. It is very important to run A / B tests in different formats as well. The idea is to run the same ad in each format at the same time for the same audience. Although it is not possible, it will probably happen soon.

For now, let's take a look at some of the latest trends in videos, platforms and social media ads.

The popular video format at Facebook

Facebook always observes Snapchat very closely. It is responding to changes in vertical video format and Snapchat side interaction rate. To move from the first video social platform on mobile devices, Facebook has now standardized the 2: 3 aspect ratio instead of the 1: 1 square format. Because of this change, video fills more screen space. when they scroll through this app, this creates much stronger interaction rates. However, Facebook was unable to include a powerful vertical video format like Snapchat.

Several tests have shown that vertical video increases user engagement, mainly when video is viewed in audio.

Snapchat has impressive numbers, but the channel hasn't witnessed good mainstream marketing like Twitter or Facebook. It's all about sharing stories, and you should know what to share. Share what's interesting and informative for your audience.

Video in Instagram - The format to know


Instagram is also part of Facebook. Zuckerberg acquires this hugely popular social network, which deals primarily with photos and videos. This is an emerging social application with more than 10 billion video views per day. So if you want to capture the attention of your users and inspire your audience, this is the right place.

Instagram has introduced a series of new features over the past year. Although this app primarily supports square images in 1: 1 and similar formats for videos, they brought a few changes in 2016. They realized that vertical format was needed to compete in this market.

Instagram Live and Instagram Stories have appeared with a new video format, thus making the app popular. With over 300 million active users each day checking their Insta feed, it's pretty clear that this new video format will exist.

Horizontal video tips

While shooting a horizontal video, always focus on what your viewers are seeing. If you want to shoot videos yourself, put yourself in the center. If you're recording a product or anything like that, put it in a way that lets viewers know what to focus on while they're watching the video. When you are watching or recording a video, remove it to review the background.

Horizontal video recording often seems unnatural compared to vertical video. Look at the camera and not in the middle of the phone. It reduces awkwardness and acquires target audience with you.

While filming a video, you want to draw interest in something that makes it stand out. You zoom in on the object or use the zoom feature. Instead of zooming in, use the mobility of your smartphone to move a little closer to the object.

Vertical video tips

Your camera becomes your audience. So look at the camera while holding the phone at eye level. If you want to target your audience, the first few seconds are important. In case you're not shooting a video yourself but a product, think about connecting the developers from eye contact and incorporating the same into your videos.

When you shoot vertical video, you also personalize it. Focus on the front camera to attract customers' attention. If you're giving introductory dialogs or greeting recipients, it increases your chances of getting a text reply. It also increases the scope of buying products and paying for services.

Quality is a key factor for any visual channel, including videos. Even if the message content is good, the technical quality of the side it influences the attitude of the viewer towards what they see. Equally important is tracking how you communicate. The ultimate goal of the advertiser is to ensure a purchase. To achieve that, you must provide excellent video party quality.

General summary


Video content is the most popular and the most widely accepted format that helps reach your audience. Then using social networking content is transitioning to exclusive mobile phones. Due to the shift from tree to smartphone, businesses are thriving in 2017 and seeking to go beyond video content optimization.

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The best way to optimize video content for mobile users is to create and distribute square videos (1: 1). It is practically proven square format outperforms horizontal format. The mobile newsfeed party space is premium, but the main area of ​​focus is video content.

From a marketing perspective, we recommend that you start testing square videos for social networks. There are many products out there like Adobe Premiere and After Effects to convert horizontal videos into square videos.