Guide
Video aspect ratios for a product launch
Most launches need 16:9 for your website and YouTube, 9:16 for Reels, Stories and Shorts, and 4:5 or 1:1 for feeds. Make each version laid out for its own shape instead of cropping one film, because cropping loses text and the product. Always confirm current specs in each platform.
A product launch is shown in many places, and each one has its own shape. The aim is a version that looks made for each place, not one film squeezed into all of them.
The four shapes
| Ratio | Orientation | Where it usually fits |
|---|---|---|
| 16:9 | Landscape | Your website, YouTube, presentations, the main launch film |
| 9:16 | Tall vertical | Reels, Stories, Shorts and other full-screen vertical placements |
| 4:5 | Portrait | Feed posts and feed ads, where it takes up more of the screen than a square |
| 1:1 | Square | Feeds, carousels and places that accept square media |
Platforms change what they support and recommend. Treat this table as a starting point and confirm the current specification in the platform, preferably in its ad preview, before you export.
What the platforms say
LinkedIn's help page for video ads lists 16:9, 1:1, 4:5 and 9:16. It gives file sizes from 75 KB to 500 MB and lengths from 3 seconds to 30 minutes, and recommends 15 to 30 seconds so the video qualifies for all feed and Audience Network placements.
Meta's guidance is 4:5 for Facebook Feed video and 9:16 for Reels and Stories. Meta also notes that desktop Feed can show a 4:5 video at 1:1, with black bars added. Keep key content clear of the top and bottom of vertical videos, where the platform's own buttons and text sit. Meta's exact safe-zone margins are not given on the pages we checked, so use the Ads Manager placement preview before you publish, and do not rely on a number from an article, including this one.
Lay out each shape, do not crop
A 16:9 film cropped to 9:16 loses two thirds of the width. For a software product that usually means the sidebar, the toolbar or the headline. Instead:
- Keep the same story and footage.
- Re-frame the product for each shape, zoomed in on the part that matters.
- Make text larger in vertical versions, because phones are small.
- Move the key line to where it will not be covered by buttons or captions.
This is more work than cropping, and it is the difference between a video that looks designed for the placement and one that looks reused.
A practical set for a launch
For most launches, make these from one plan:
- A main film in 16:9, for your website and launch post.
- A 15-second cut in 4:5 or 1:1 for feeds.
- A 15-second cut in 9:16 for Reels and Stories.
- A 6-second teaser in the shape of the platform you will post it on first.
How long each should be is covered in how long a product video should be.
Safe zones for vertical video
In 9:16 placements, the platform draws profile names, buttons and captions over parts of your video. Keep your main text and the product away from the top edge and, especially, the bottom edge, and keep the sides clear too. Use the platform's preview tool to see exactly what is covered before you publish.
Captions in every shape
Every version needs captions, because feeds usually start videos muted. Burn them into the picture and keep a separate subtitle file for platforms that accept one. See how to caption a muted product video.
Checklist before exporting
- Each version is laid out for its shape, not cropped.
- Text is large enough to read on a phone.
- Key text and the product are inside the safe zone.
- Captions are on.
- You have checked the current file type, size and length limits for each platform.
- The first frame works as a thumbnail.
Our packages include 16:9, 9:16 and 1:1 on every film. The details are in the pricing section.
Every package we make includes 16:9, 9:16 and 1:1, each laid out for its shape. For ads in all three, see Launch + Ads.
Frequently asked questions
What is the best aspect ratio for social media video?
There is no single best. Vertical formats such as 4:5 and 9:16 take up more of a phone screen in feeds, so they often perform well there. Landscape 16:9 suits your website and YouTube. Plan three to four versions rather than one, and check each platform's current guidance.
Can I just crop a 16:9 video to make a vertical version?
You can, but it often cuts off text and the part of the interface that matters. A better approach is to lay out the vertical version separately, with larger text and the product re-framed, using the same footage and message.
Does LinkedIn support vertical and square video?
Yes. LinkedIn's video ad specifications list 16:9, 1:1, 4:5 and 9:16. The page gives file sizes from 75 KB to 500 MB and lengths from 3 seconds to 30 minutes, and recommends 15 to 30 seconds so the video qualifies for all feed and Audience Network placements. Check the page before you export, because specifications change.
What is a safe zone?
A safe zone is the part of a vertical frame that stays clear of the buttons, captions and profile details a platform draws over your video. Keep key text and the product away from the top and especially the bottom edge of 9:16 videos, and preview your ad in the platform before publishing.
Sources
- LinkedIn Help: Video ads advertising specifications
- Meta Ads Guide: Awareness video ad specs on Facebook Feed
- Meta Business Help: Design specifications for Stories ads
- Meta Business: Instagram and Facebook Reels ads
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Keep reading
How long should a product demo video be?
Match the length to the job: 6 seconds to get noticed, 15 to explain, 20 to 40 for a launch film, 60 to 90 for a demo. Here is how to choose.
How to caption a product video for muted autoplay
Most feeds start videos muted. Burn short captions into the picture, keep a separate subtitle file, and check the film makes sense with the sound off.
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