Video is one of the most effective ways to market your business, and it's not going away anytime soon. Therein lies the question: Should you film vertically or horizontally? Portrait or Landscape? Hotdog or hamburger?! The answer depends on where your audience will watch and what you want your video to accomplish.
When to Use Vertical Video
Vertical video (9:16) is for mobile viewing and platforms like Instagram Reels, TikTok, Facebook Reels, and YouTube Shorts.
It’s ideal for:
- Behind-the-scenes content
- Employee spotlights and company culture
- Quick product demonstrations
- Project updates and before-and-after videos
- Short-form promotional content
Vertical video works best when you want to grab attention quickly and keep your business visible on social media. A sort of “hey, look, we’re here and ready”. Just remember that the format is only part of the equation. Content is king and still matters more than the dimensions.
When to Use Horizontal Video
Horizontal video (16:9) is the traditional widescreen format used for websites, presentations, and longer-form content.
It’s ideal for:
- Website hero videos
- Company overview and brand films
- Customer testimonials
- Product and service explainers
- YouTube videos and sales presentations
- Culture Recruiting and Paid Ads
Horizontal video gives you more room to showcase your facility, team, and capabilities while delivering a polished, professional viewing experience. It’s especially useful when you want to tell a bigger story rather than squeeze everything into 15 - 30 seconds.
Should Your Business Use Both?
For most businesses, the answer is yes. Horizontal video can tell your company’s bigger story, while vertical content keeps your brand active on social media. There’s a certain level of seriousness horizontal brings to the table that vertical can’t quite touch. In other words, there’s a time and a place for both.
With proper planning, one production can generate content for multiple platforms. However, cropping a horizontal video into a vertical format doesn’t always work. Important details can get cut off, and shots that look great widescreen may lose their impact on a phone. It’s important to work with a team that knows these rules to keep your content looking great.
Planning for both formats from the beginning helps you get more value out of every production. Cause that’s really what it’s all about in the end: ROI.
Make Your Video Marketing Work Harder
The best video format is the one that supports your marketing goals. Before your next production, consider where the video will be used, who will watch it, and what you want viewers to do next.
At JH, we help businesses create purposeful marketing that tells their story and connects with the right audience. Whether you need a brand film, website video, or social media content, the right strategy starts with a clear plan.
