Which Direction is Right? Landscape or Square Video on Social Media?

Video is evolving at a rapid rate. It seems everyday we are shown “new and improved” ways to market our services, products and brand. There is another “new” option available for the posting your video on social media. Square is no longer nerdy.

Square videos use up to 78% more real estate in the news feed and on mobile feeds than regular landscape video. Same message, different appearance, larger impact, square is where it’s at! Need some proof? Buffer conducted a number of ad experiments on their social media accounts. In a nutshell, Buffer came to the conclusion:

Square video outperformed landscape video on each social media network in terms of video views, engagement (likes, comments, and shares), and completion rate (%).

In some cases, square video resulted in 30-35% higher video views and an 80-100% increase in engagement.

The takeaway: Video format, regardless of the content, seems to play a huge roll in how many people watch your video, how long they watch it, and how willing they are to engage with it.

To view the entire study, click here!

There is still a place in the world for landscape video. In fact, landscape should be utilized for all areas outside of social media. Ask yourself this question when making the choice between square and landscape … where is my viewer most likely to watch my video? Mobile (phone, tablet) or on a laptop/desktop using a widescreen? If your viewer typically uses mobile devices, you may want to think about changing your format to square. YouTube is an exception to the new rule … until they make an announcement stating that they are fully supporting square video, it is probably best to keep using the landscape format for sharing on YouTube.

Be Square and Be Seen!



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