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Stand and deliver: The stratospheric rise of the 9:16 video format

Reading Time: 2 minutes

Over the past few years, there has been a significant shift in the way video content is being consumed. With the rise of social media platforms like Instagram, TikTok, and Snapchat, short-form videos have become increasingly popular. One of the most interesting emerging trends is the popularity of 9:16 videos.

For those unfamiliar with video aspect ratios, 9:16 refers to a vertical video format, where the video is taller than it is wide. This format is often used on mobile devices, which are held in a vertical position, making 9:16 videos a perfect fit for viewing on smartphones.

So why has the 9:16 video format become so popular? Let’s take a closer look.

Mobile-First Viewing

With the majority of people consuming video content on their mobile devices, it makes sense that video creators would start tailoring their content to this format. 9:16 videos are optimized for mobile viewing, which means they fill up more of the screen when viewed on a mobile device. This, in turn, creates a more immersive viewing experience for the viewer.

Social Media Platforms

Social media platforms like Instagram, TikTok, and Snapchat have played a significant role in the rise of 9:16 videos. These platforms have built-in features that make it easy for users to create and share vertical video content. For example, Instagram’s IGTV platform is optimized for 9:16 videos, and TikTok’s entire format is based on vertical video.

Creative Opportunities

One of the interesting things about 9:16 videos is that they offer unique creative opportunities. Because the format is vertical, video creators can experiment with different camera angles and perspectives. They can also play around with split screens, overlays, and other creative techniques that wouldn’t work as well in a horizontal format.


Another reason why 9:16 videos have become so popular is that they tend to be more attention-grabbing than horizontal videos. Because they fill up more of the screen on a mobile device, they are harder to ignore. This can be especially useful for marketers and advertisers who want to capture their audience’s attention quickly.


The 9:16 video format is more accessible than the horizontal video for people with disabilities. For example, someone with limited mobility in their arms may find it easier to hold a mobile device in a vertical position than in a horizontal position. This means that 9:16 videos can reach a broader audience and be more inclusive overall.

The ever-increasing popularity of 9:16 videos is not surprising given the rise of mobile-first viewing and social media platforms. Video creators who want to reach a wider audience and create attention-grabbing content should consider experimenting with this format. As technology continues to evolve, it will be interesting to see how the video landscape continues to shift and grow with it.

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