When It Comes to Video Format, size matters!

I’m about to sound like my grandpa here: Back in the day, there were only a handful of broadcast outlets where advertisements would air. Businesses didn’t have to think about format because the television stations did all that. Today, as a business owner, you do your own marketing (for the most part, maybe not everyone), and you have to figure out where your audience is and target that demographic specifically: Hulu, Amazon, Netflix, broadcast, HBO, Paramount, Disney, etc., etc.
And each one of those platforms has its own specifications and requirements. It’s not enough to have a fantastic video for your business that your nephew spent hours on, with the whole family acting in it over the weekend.

In today’s fast-paced digital world, we all know that video is a powerful tool in your marketing arsenal. But selecting the right video format is crucial to making sure your message lands with impact. Size, style, and platform compatibility play an important role in how effectively your content connects with your audience.

Before diving into video production, it’s important to understand who you’re talking to. Is your target audience primarily on TikTok, where snappy, bite-sized videos perform best? Or are you engaging with a professional crowd on LinkedIn, where longer, more polished formats thrive? Knowing where your audience spends their time will help you tailor your format and ensure your content is seen by the right eyes.

Your video’s purpose dictates its format. Are you trying to build brand awareness with a viral clip, or are you educating your audience on how to use your product? Short-form videos (under 60 seconds) are perfect for grabbing attention and quick promotions. However, if you're aiming to educate or inspire deeper engagement, a long-form video (two to five minutes) might be more appropriate.

The content itself should guide your format. Think about the complexity of your message. If it’s a quick product announcement, a 15-second video could do the trick. But if you're telling a story, showing a behind-the-scenes process, or diving into a detailed topic, longer-form content allows room for depth. Instagram Stories, TikToks, and Reels suit playful, informal content, while YouTube and Vimeo are better for polished, professional videos.

Every social media platform has its own preferred format. Here’s where it gets really confusing. Or maybe just confusing to me because I am not good with numbers.

Instagram and TikTok love vertical. That’s 1080x1920, or a 9:16 aspect ratio.
Not to be confused with 1920x1080, which is YouTube’s preferred format with a 16:9 aspect ratio—unless you’re doing YouTube Shorts, then it’s back to 1080x1920. Facebook and Instagram (even though I said otherwise earlier) like the box, or 1080x1080, sometimes referred to as 1:1. Doing something for ultra-wide, like movie theaters? That’s a 21:9 aspect ratio. Remember the old TV sets? If you wanted to do something for that format, that's 1280x960, or a 4:3 aspect ratio. And don’t get me started on trying to take a 1920x1080 format and thinking, "Oh, I can just crop a bit and make it work for a 1080x1920." No. No, you can’t.

So now that you know what size you’ll need to be shooting for, you may ask yourself, "Why did I need to know this before I start shooting?" Simple. If you’re shooting something for TikTok, you need to be aware of the framing. Keep your center of attention—well, centered—and be aware of how, with TikTok and Instagram, all the words and icons from the app’s buttons will block part of your video clip or image. You don’t want it to be cluttered.

Video production can be as simple or complex as you want it to be. Do you have the budget for a high-quality, professionally edited video? Or are you working with a smartphone and natural lighting? For businesses with tighter budgets, short, authentic videos recorded on a phone can still resonate with audiences, especially on platforms like TikTok and Instagram, where authenticity often wins over polish.

Whichever format you choose, track how your video performs. Views, engagement, and conversions all offer insights into what’s working and what isn’t. Don’t be afraid to experiment and adjust based on the feedback you get.
We did that with a few of The Hair Forge testimonial videos. Why did one play better than the other? It’s a never-ending process of discovery.

So remember, when it comes to video marketing, size—and format—does matter. Choosing the right format ensures that your message resonates, your audience stays engaged, and your objectives are met. So next time you plan your marketing strategy, remember that the format isn’t just a detail—it’s a key to your success.