Before the camera rolls, there is one deceptively simple question to answer: do you shoot vertical video or horizontal? This is not a matter of taste, it is a strategic decision that affects your reach, ad performance and budget. In this article we explain when each format works best and how to avoid expensive mistakes right on set.

What vertical and horizontal mean

Horizontal video uses a 16:9 aspect ratio - the classic format of television, cinema and YouTube. Vertical video is 9:16, built for a phone held upright. There are also square 1:1 and 4:5 formats that work well in the feed. The choice is not about which is better overall, but about where the video will be shown.

When to choose vertical video

Vertical has become the standard wherever viewers consume content on a phone and scroll quickly:

  • Instagram Reels and Stories - vertical fills the whole screen and increases watch time.
  • TikTok - the platform is built entirely around 9:16, and horizontal content loses here.
  • YouTube Shorts - a separate feed with huge organic reach.
  • Facebook and Instagram mobile ads - vertical takes more screen space and lowers cost per view.

If your audience is in Latvia and you reach consumers through social media, vertical video is usually the right call. We specialise in exactly this kind of content - take a look at our social media video services.

When horizontal still wins

Horizontal stays relevant when composition, width and a serious context matter:

  • Long-form YouTube videos and educational content watched on a desktop or TV.
  • Company presentations, interviews and brand videos for websites.
  • Event coverage and drone shots where you need to show space and scale.
  • Ads shown at conferences, on large screens or in cinemas.

The biggest mistake: shoot once, use everywhere

Many assume it is enough to film horizontally and crop to vertical later. Technically it is possible, but the result is often poor: heads get cut off, text leaves the frame, the composition falls apart. The professional approach is to plan the format before the shoot. If you know the video will be needed both vertically and horizontally, the operator frames with safe zones or shoots two takes. This saves time and money in editing.

A practical tip for Riga businesses

If you are preparing an ad campaign, start with where it will run. A mobile campaign on Instagram and TikTok - vertical 9:16. A brand video for your website and YouTube - horizontal 16:9. Often the optimal solution is a single shooting day, from which the editor produces several versions for different channels. That way you get maximum return from every frame you capture.

In short: how to decide

  • Mobile, fast feed, social media - vertical.
  • Width, serious context, big screen - horizontal.
  • Need both - plan the format before the shoot, not after.

Not sure which format fits your project? Get in touch - we will help you choose the right solution and shoot video that performs in your exact channels.