Boost Your Video's Reach: The Importance of Proper Aspect Ratio
At Two Doors Down Productions, we understand just how important every detail is when it comes to video production. No matter how small it may seem, we know that the sum of all of these “small” details helps us create the most compelling final product. In today’s digital world, video content plays a pivotal role in communication and engagement. As experts in video production, one detail we never overlook is the importance of aspect ratio.
What is Aspect Ratio?
Aspect ratio is the ratio of an image’s width to its height on screen. Aspect ratio is typically expressed as two numbers separated by a colon. In video production, common aspect ratios include 16:9, 4:5, 1:1, and 9:16. Understanding aspect ratio is crucial in video production, as it dictates how a video appears on different screens (television, desktop, laptop, tablet, cell phone, etc.).
Why is Aspect Ratio Important in Video Production?
Aspect ratio plays a vital role in how video content is presented to and perceived by the audience. It can profoundly influence how your audience interprets and engages with the content. When the proper ratio is selected, it can enhance the viewing experience, boost engagement, and ensure that the message is effectively communicated to the audience. An incorrect aspect ratio can result in distorted images and awkward cropping, which significantly diminishes the value and quality of the content.
Our process at Two Doors Down Productions is built on three pillars: creative strategy, authentic storytelling, and video production. Our upfront creative strategy – which includes considerations of aspect ratio – is an essential part of our process. When we begin working with a client, we’re focused not only on the story that they want to tell, but more of the strategy behind the story. One of the first questions we ask is, “How is this video going to be used?” We find that at first, many clients have a tendency to think singularly. But in this day and age, that’s no longer an option. We challenge them to think about their audiences across all platforms.
Our goal is to generate the greatest reach on each platform, all while understanding that their audiences are not the same (think LinkedIn vs. TikTok). At TDD, we take a multi-platform approach with every project we do, which makes aspect ratio such a critical part of our pre-production process.
As part of every pitch, we show prospective clients how their content will appear in each aspect ratio. We also recommend the average length of content for each platform, as aspect ratios and video length tend to go hand in hand. It’s important to understand that the audience is in control. Keeping their attention depends on understanding who is watching, what platform they’re on, and how long they’re willing to engage before losing interest.
Aspect Ratios Across Different Platforms
In today’s scrolling culture, taking up as much screen real estate as possible is crucial. When a video is displayed in the correct aspect ratio for the platform, it better captures the audience’s attention by occupying most, if not all, of the screen.
Understanding the preferred aspect ratio for each different platform is key to maximizing visibility and impact. Even within individual platforms, different use cases may require different aspect ratios (i.e., in-feed content versus story content). Some common aspect ratios we use on these platforms are:
YouTube: Use 16:9 for widescreen displays and 9:16 for YouTube Shorts.
LinkedIn: 9:16 is the standard for video, but we recommend 4:5 when your video is part of an ad.
Instagram: Utilize 1:1 for feed posts and 9:16 for stories and reels.
TikTok: Lean into 9:16 for vertical viewing on mobile devices.
Facebook: 16:9, 9:16, and 1:1 are commonly used.
X (formerly Twitter): We most often use 1:1.
Website: 16:9 widescreen is the preferred ratio for client websites.
Events: 16:9 widescreen is most commonly used in these settings.
By aligning video content with these preferred aspect ratios, we ensure each video is showcased correctly, allowing clients to effectively engage their audiences. Success is often measured by reach, and we strive to boost each video’s chances of reaching the widest possible audience.
How We Ensure We Get The Right Shots (Every Time!)
At every TDD shoot, we have a monitor on set with grid lines showing aspect ratios for all platforms in one central space. This allows us to frame each shot with all platforms in mind, instead of focusing on just one. In our pre-production shot list, we also plan secondary shots for specific platforms, when necessary. This shot list ensures we capture every shot needed for all platforms the content will appear on. Our entire team at TDD is committed to exceeding the expectations of our clients and ensuring we bring their stories to life across all platforms!