Vertical vs. Horizontal

Can I be honest? This feels like a silly post, but I do think it’s important to talk about. When and why should you shoot video in a vertical format versus a horizontal format? Traditionally, all video was filmed in a 16:9 rectangle ratio and the reverse of that (aka vertical video) was not even considered. This is primarily because cinema screens were large rectangles, and most people would physically travel to a local theater to view the latest motion picture. As time went on and most of the world acquired television sets, this format became the visual standard.

For those who were around in the 80s and 90s, you’ll remember the message that would play at the beginning of your favorite VHS tape or DVD:

THIS FILM HAS BEEN MODIFIED FROM ITS ORIGINAL VERSION. IT HAD BEEN FORMATTED TO FIT YOUR TV SCREEN.

Man, just reading that takes me back to simpler times… This was all well and good, and I imagine nobody complained about a thing. That is, right up until the release of the smartphone, then everything was turned on its head (or at least 90 degrees). I am certain that the inventor of the modern video camera never intended for video to be vertical. Why else would all camera sensors be built as a permanently horizontal rectangle? It’s not until recently that new cameras have been released with dual-sensors allowing you to shoot vertically and horizontally simultaneously (mind blown). The problem is that most people are now addicted to their mobile devices and they’re using them for tasks that were once reserved for a different or larger device.

History lesson aside, what are you supposed to do with this information and how are you supposed to know when to shoot horizontally versus vertically? Well the answer to this question may be simpler than you think, however it first requires you to answer yet another question.

Who is this video for?

It’s not enough to just shoot a video and post it online hoping the right folks will find it. Viewers are so dynamic these days and they digest content in ways that are vastly different from the way we used to view things even just 10-20 years ago. Before you even pick up a camera (or phone) to start filming, you should have already defined your ideal viewer profile or IVP. This is a detailed description of the person or group of people you intend to impact with your message. For example, the ideal viewer profile for this post may look something like this:

This message is intended for the person looking to improve their self-produced videos. Entering the complex world of video production has been overwhelming and you are trying to make sense of it all by identifying a few key resources as your ‘north star.’ You’re interested in developing your skills as a videographer or editor (perhaps both), but since you’re new to the game, you’re limited by the gear already in your possession (aka your smartphone). You’re confident there is a way to do more with less and after sifting through countless how-to videos on YouTube, you finally discovered Guided Productions, eager to create pro video without pro gear.

By defining my ideal viewer profile, I not only know the exact person I’m speaking to, but I also know the format for how they’ll be viewing and searching for the content I’m creating. I know folks are on YouTube trying to figure things out because I was that person for years. Heck, I still turn to YouTube when I get stuck in a complicated process! That being said, even how I view videos on YouTube varies based on the content I’m looking to consume.

Here is my rule of thumb: If a concept can be explained and easily understood in less than 60 seconds, make it vertical. If it takes any longer than a minute, chances are someone is really trying to uncover something specific and the wider format is much more natural. While this is merely a suggestion, I do find that folks still prefer a wide format for longer pieces of content, whereas vertical videos into the quick-hit, endless scrolling machine.

Time are Changing

I’m convinced this isn’t the last shift we’ll see in video-viewing format, and these certainly aren’t the only two options for viewing video. In fact, the maximum duration for YouTube Shorts was increased to 3 minutes in 2024, and people are starting to treat vertical video with similar regard as horizontal video. Will one ever fully replace the other? I suppose time will tell. My guess would be no, and there will always be a place for both.

All you need to remember is that before your next video, take a moment to identify who your target audience is, and put yourself in their shoes. Would you stop scrolling to watch your video in its entirety in a vertical format? Or is this something worth spending time with? Whatever you prefer will likely align with your viewers. Until next time, go create something amazing.