Aspect ratio
The aspect ratio describes the relation of image width to height. 16:9 is the landscape format for websites and YouTube, 9:16 the upright one for Reels, Shorts and TikTok, 1:1 the square for the feed, and 4:5 the portrait format that takes more room in the feed without filling the screen.
Which format goes where
| Ratio | Typical for | Note |
|---|---|---|
| 16:9 | website, YouTube, presentations, trade fairs | the standard for everything landscape |
| 9:16 | Reels, Shorts, TikTok, Stories | fills the screen, see portrait format |
| 4:5 | Instagram and Facebook feed | more area than square, without full screen |
| 1:1 | feed, ad slots with fixed grids | less common now, still safe |
Why cropping is not a solution
A film built for 16:9 cannot simply be cropped to 9:16. What sits at the edge disappears, and with landscape images that is often the subject itself. Text that sat at the bottom ends up outside or across a face. Movements that ran left to right are over in two seconds.
The alternative is to plan for several formats from the start: important elements near the centre, text inside an area that stays visible in every ratio, and movement more vertical than horizontal. That costs nothing in planning and saves a second production later.
How we work with it
Which formats you need is settled before production, because it governs the composition in the styleframe. In generative production we can produce the same shot in several ratios instead of cropping one version. That is the practical advantage over a shoot, where the camera records one format only.
Frequently asked questions
Which aspect ratio is the right one?
It depends on where the film runs. 16:9 for website and YouTube, 9:16 for Reels, Shorts and TikTok, 4:5 for the feed. Anyone covering several channels plans several versions from the start rather than one that half fits everywhere.
What does 16:9 mean in pixels?
16:9 is a ratio, not a fixed size. Common are 1920 by 1080 pixels for Full HD and 3840 by 2160 for 4K. 9:16 is the same turned, so 1080 by 1920.
Does every format cost extra?
Further formats take effort, but far less than a separate production when planned in advance. Which versions are included is stated in the offer and under pricing.
Related terms
Read on: All terms in the glossary • Pricing
Where should your film run?
Tell us the channels, we will tell you the formats. Settled before the first hour of work.
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