Ratio
What's "aspect ratio" — and why does it matter?
Aspect ratio is simply the shape of your video — its width compared to its height.
It matters because every platform shows video in a different shape. The wrong ratio means black bars, awkward crops, or your message getting cut off.
The simple rule: where the ad runs decides the shape.
· 9:16 — tall, full phone screen.
For TikTok, Reels, Stories, Shorts.
The format that dominates paid social today.
· 4:5 — portrait, fills more of the feed.
Best for Instagram & Facebook feed ads.
· 1:1 — square, the safe all-rounder that works almost anywhere.
· 16:9 — wide, the classic video shape.
For YouTube, your website, and landing pages.
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