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Horizontal or Vertical Video? Making the Right Choice

Demand for vertical video content is huge these days, especially after Covid quarantines. Consumers mostly watch short content and commercials on their mobile devices, which is why vertical videos have a higher completion rate. This is great for branding and advertising on social media; however, it may pose an additional challenge or cost factor for your video production project.

Deciding in Advance

Choosing your video’s aspect ratio in advance is key. It is important to be in line with your marketing and distribution strategies, target groups, and video production capacities. When distributing your video content on social media platforms like Instagram, Facebook Stories, IGTV, TikTok or Snapchat, vertical video is the best choice. If your audience is most active on professional or entertainment screens such as YouTube, Facebook, LinkedIn, TV channels, and cinema, then the horizontal classic is the way to go forward.

Technical Specs

What about the technical requirements for vertical video? While vertical video does not introduce a new form of art, it is still a new medium with its own specifications. Some twists will be necessary here and there to make up for the new visual style. In general, it is a great way to introduce your subject in a simple but highlighted way. The focus should be on the product or subject in the center, with little distractions at the top and bottom of the frame. Your video production team can help to determine the best level of intimate shots to use for your subjects,

The Cost Factor

How much does it cost to make a vertical video? In short, the answer is: the same cost as for a horizontal project of the same quality. It is important to consider these projects separately cost-wise as well as creatively. Only applying center framing and chopping the footage into both a horizontal and a vertical end product, would remain at the same cost. Creatively, this is not recommended, however, as it might lower the quality of the framing. Producing a video from scratch in a different format is therefore considered a separate project.

Tailoring your video content specifically toward your goals, target groups and distribution platforms, will help to increase and sustain your viewer connection immensely. Do you have questions about how to move forward, which aspect ratio is best for your video project, or how to apply all these other criteria in practice? Contact us for a free consultation at and we’ll be happy to help!


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