9:16 vs 16:9 and Why Aspect Ratio Matters for Your Brand
The way we watch videos has changed dramatically. Not too long ago, most households only had one screen for entertainment, their living room television. Videos were created for that single horizontal screen experience, and the standard format was a widescreen 16:9 aspect ratio. Think TV. Think movie theater. All horizontal.
Then everything changed with the rise of smartphones.
The Rise of Vertical Video
Today, smartphones are everywhere. According to the Pew Research Center, 91 percent of Americans now own a smartphone. And we are watching more video content on our phones than on traditional televisions.
That shift challenged filmmakers and content creators in a new way. How do you take cinematic visual storytelling and translate it to a vertical, handheld screen?
One option is to keep creating only horizontal videos. If you hold your phone sideways on platforms like YouTube, you will still get that familiar widescreen experience.
But apps like Instagram and TikTok are built for vertical viewing. You cannot rotate your screen to expand a horizontal video there. In a world where social feeds dominate attention, that matters.
So Does Video Shape Matter?
Yes. Absolutely.
When your video shows up on a social feed, its shape determines how much screen real estate it gets and how viewers experience the content. A horizontal 16:9 video inside a vertical feed often appears smaller, surrounded by empty space and text. The visuals feel secondary.
And as much as we would love to believe that people read every caption, most do not. Research shows viewers retain up to 95 percent of a message in a video but only around 10 percent when reading text.
If visuals matter for your brand, then maximizing the frame matters.
Vertical vs Horizontal in Action
A vertical 9:16 video occupies the entire smartphone screen. The viewer is immersed. The message hits harder.
A horizontal 16:9 video inside a vertical app sits like a small floating rectangle. It can feel like an afterthought. The image below shows the same video in a 16:9 aspect ratio and how it sits in a social feed.
At Beat of NYC Productions, we always consider viewer experience first. Social content needs visual impact, and the format plays a huge role in that. The goal is simple. Give your audience the best possible viewing experience wherever they are watching.
What About Real Estate Videos?
This is the perfect example of when strategy matters and can be the deciding factor.
For real estate listing websites, horizontal 16:9 usually works best. Most listing platforms display images and videos in horizontal galleries. A horizontal property tour feels natural there.
For social promotion, vertical 9:16 is king. TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts are all optimized for vertical playback. Keep in mind, full screen equals full attention.
That is why we offer both formats for every video project we do and why we discuss aspect ratio strategy with our clients from the start. It’s always important to consider different platforms, different shapes, and the goal of maximum engagement.
Why Not Just Crop the Video?
Technically, you can crop a horizontal video into a vertical frame. But it won’t look exactly right.
A quality vertical edit requires reframing each shot to ensure the subject remains the visual focus. That means cutting, repositioning, and rethinking the composition. We take that extra step because results matter and because shortcuts show.
Your Aspect Ratio Cheat Sheet
Aspect Ratio Cheat Sheet
Best for
VERTICAL 9:16 (mobile-first)- TikTok
- Instagram Reels
- YouTube Shorts
- Facebook Reels
- Mobile first website video
Best for
HORIZONTAL 16:9 (desktop-first)- Desktop websites
- YouTube (standard uploads)
- Vimeo
- Television
- Film
Different screens create different experiences. Choosing the right aspect ratio helps ensure the viewer connects with your story the way you intend.
Final Takeaway
Content will always be king, but format is the crown. The right aspect ratio ensures your video looks as powerful as it should and performs at its absolute best on the platform where it lives.
If you are investing in content, invest in making sure it is optimized for the way your audience views it. It is a small detail with a massive impact.
Ready to Create Video That Stands Out?
We specialize in video content that looks incredible on every platform.
Need help with your next project? Reach out today and let us bring your story to life for every screen.