How to Choose the Right Aspect Ratio for Your Video Project

Nov 11

With so many different screen sizes and platforms out there, the frame you use can make or break how your story is seen. Choosing the right aspect ratio (the proportional relationship between a screen's width and height) from the start can make all the difference—and save you from hours of dreadful re-editing and the headaches that come with it!

So, what’s the best aspect ratio for my project?

When you think about how a story feels on screen, the first thing that comes to mind probably isn’t the size of the frame. But aspect ratio has a much bigger impact than most people first realize. Not only does it decide how your project looks, it also directly influences how your audience feels.

At Bard Tales, we treat aspect ratio like lighting, color, or sound. It’s another storytelling tool, one that unconsciously guides our perception or how the film is experienced. Different platforms prefer content at different aspect ratios. Not sure which one fits your project? We’re here to help!

(Each platform also has its own “safe zones” for on-screen text and icons; a topic we’ll dive into in another post, so stay tuned!)

16:9 - The Everyday Standard

You’ve seen this one everywhere: on TV, YouTube, Netflix, or even livestreaming platforms. 16:9 is today’s default for a reason: it’s wide, professional, and easy to watch. As humans, our eyes are laid out side-by-side, not stacked on top of each other, so we instinctively prefer a horizontal frame. Studies also show humans see roughly 200 – 220° horizontally but only about 135° vertically.

It’s also versatile, which makes it the go-to for most projects. Its balanced frame naturally draws your attention to the people and dialogue without distraction, making it ideal for most narrative and interview-based work.

We use 16:9 often for projects that prioritize clarity and reach, like the Care Matters Campaign for FSMB above. (Fun fact: this series of ads told the story of a family spanning three decades, despite being shot in only three days. We dive into all the moving parts in this blog post.)

Best for: interviews, short stories, event coverage, promotional videos, educational content

Why it works: its wide frame feels natural to watch and translates across various platforms, from laptops to big screens

For projects meant for the big screen, we occasionally work in wider formats like 1.85:1 or even 2.39:1. Both aspect ratios give a more cinematic look that’s closer to what you’d see in movie theaters. Many documentaries intended for theatrical release are edited in 1.85:1, then later reframed or letterboxed to fit 16:9 for streaming and broadcast. It’s a process we know well when adapting projects across formats!

9:16 - For the Phone in Your Hand

It’s no surprise: most of us watch content vertically now. Tiktok, Instagram Reels, and YouTube Shorts have made 9:16 the standard for mobile storytelling. Filling the entire phone screen vertically, this format feels immersive and personal, connecting directly with viewers as they naturally hold their phones.

But 9:16 has to be planned in advance! Most professional cameras, like the Sony FX9 (4096x2160) and Burano (8632x4856), are designed for wide aspect ratios, so shooting vertically means adjusting how you frame. For these projects, we’ll often add guide lines to our monitors or playback feeds to make sure we’re protecting a taller image area.

A good example of this came from a recent shoot with the Boys & Girls Clubs of America, where we filmed more than 500 kids sitting on the steps of the Capitol. With such a wide group, it would be impossible to frame both 16:9 and 9:16 shots without cropping people out, so we captured it twice: once for each format.

We’ve also used this vertical format for our social ad campaigns for malls, such as this series of social media marketing videos for Brookfield Properties via our client StudioNow.

Best for: testimonials, ads, teasers, short updates, tutorials

Why it works: fills the entire phone screen, creating a direct and personal experience for the viewer

4:5 - Today’s Social Standard (and 1:1, too)

Social media is always changing, and so are the dimensions that we use. While the square format (1:1) once ruled the Instagram feed, most platforms now actually favor 4:5, which is a slightly taller frame that takes up more screen space while keeping the focus centered.

We use 4:5 for much of our social media because it feels and looks natural as you scroll. It’s also much easier to convert a 16:9 video into a 4:5 rather than a 9:16, since you’re just cropping the sides instead of reworking the whole shot. You can see how this plays out across our Instagram feed, where many of our posts use the 4:5 format.

Best for: social content, short clips, motion graphics, branded content, teasers

Why it works: designed for how we scroll today, engaging without going fully vertical

That said, 1:1 hasn’t died out! It’s still great for consistency and simplicity while giving symmetrical visuals. Think of 1:1 as the “classic” social media format, and 4:5 as its modern evolution.

So, Which One Should You Choose?

Well, there’s no universal rule! The right aspect ratio depends on the kind of story you’re telling and where your audience will watch it.

16:9 (Wide) - balanced, professional, and versatile across screens
9:16 (Full Vertical) - immersive, immediate, and made for handheld storytelling
4:5 (Vertical Portrait) - modern, scroll-stopping, and designed for mobile feeds

1:1 (Square) - symmetrical, timeless, and clean composition

And while we’re not focusing on them here, other formats like 2.39:1 (the cinematic widescreen look mentioned above) and 4:3 (the nostalgic, retro frame) still have their place in filmmaking. Each brings its own strengths and can be impactful when used with intention. Whether your project belongs on a phone screen or a laptop screen, every story deserves to live in a frame that serves its purpose.

At Bard Tales, every decision we make, from the shape of the frame to the final edit, is intentional. If you’re working on a project and wondering which aspect ratio will make it shine, we’re here to help you find one that fits your story best!

Samantha Foxx