A Beginner’s Guide to Social Media Dimensions: What Size Should Your Content Be?

Written By Connor Hall

Reading time: 9 min read
Last updated: July 2026
By: Studio Hall

You’ve got the idea. The product. The location. The spark. Maybe it’s a launch campaign, a brand film, a behind the scenes social piece, or a simple video to finally make your business look as good online as it does in real life.

Then someone asks “What size does the content need to be?” Suddenly, the creative excitement turns into a wall of numbers. 9:16, 4:5, 1:1, 16:9, 1080×1920, 1920×1080. It can feel like you’ve walked onto a film set and everyone is speaking in camera code.

The good news? Social media dimensions are much easier once you understand what each shape is designed to do. Think of dimensions like framing a shot. A wide cinematic frame gives you atmosphere. A vertical frame pulls the viewer into the moment. A square frame feels clean and balanced. A portrait crop gives your subject more presence in the feed. The size you choose changes how your story is experienced.

In this guide, we’ll break down the main dimensions for Instagram, Facebook, TikTok, LinkedIn and YouTube, explain when to use each one, and help you plan your next campaign with confidence.

The quick social media dimensions cheat sheet

If you only remember four formats, remember these:

Format‍ ‍Size ‍ ‍Best for
Vertical 1080×1920 TikTok, Instagram Reels, Stories,
YouTube Shorts, Facebook Reels
Portrait 1080×1350 Instagram Feed, Facebook Feed,
LinkedIn mobile posts
Square 1080×1080 Carousels, product posts, simple graphics,
multi-platform posts
Landscape 1920×1080 YouTube, websites, presentations,
cinematic brand films

The real skill is knowing which one serves the story best.

  • A talking-head tip video might feel strongest in vertical.

  • A product campaign might look premium in portrait.

  • A brand film might need the breathing room of landscape.

  • A carousel might work best in square.

The dimensions are not just technical choices. They are creative decisions.

Instagram dimensions

Instagram is one of the most visual platforms in the world, so your framing matters. For many brands, Instagram is where a first impression happens. Someone lands on your profile, scrolls your grid, watches a Reel, taps through a Story, and quietly decides whether your brand feels worth their time.

That means your content should feel intentional from the first frame.

Instagram Feed posts
1:1 Square — 1080×1080

Square is the classic Instagram format. It’s clean, balanced and easy to repurpose across other platforms.

Best used for:

  • Product images

  • Branded graphics

  • Testimonials

  • Simple announcements

  • Carousel posts

  • Clean visual layouts

Square works because it feels familiar and easy to consume. The only downside is that it doesn’t take up as much vertical space on a phone screen as portrait or vertical content. It’s best to use the square aspect ratio when you want clarity, balance and simplicity.

4:5 Portrait — 1080×1350

Portrait is one of the strongest formats for Instagram Feed because it takes up more screen space than a square post. That extra height gives your image or video more presence. It feels more premium, more immersive and more considered without becoming a full screen Reel or Story.

Best used for:

  • Campaign photography

  • Fashion content

  • Food and hospitality content

  • Product launches

  • Founder or team portraits

  • Premium lifestyle imagery

  • Short feed videos

For many brands, 4:5 is the sweet spot. It gives you enough space to make the content feel cinematic while still working naturally in the feed. If square is the safe frame, portrait is the frame with more confidence.

1.91:1 Landscape — around 1080×566

Landscape can be used on Instagram, but it usually has less impact in the feed because it takes up less screen space on mobile. That doesn’t mean you should avoid it completely. Landscape can work beautifully for cinematic stills, wide locations, group shots, behind the scenes frames, or content that was originally created for YouTube or your website.

Best used for:

  • Wide cinematic shots

  • Locations and environments

  • Group photos

  • Film stills

  • Behind-the-scenes production images

  • Content originally shot in 16:9

Use landscape when the width of the frame is part of the story. A wide image can make a room feel grand, a location feel epic, or a moment feel more like a film still. Just remember that in a fast-moving mobile feed, smaller screen space can mean less immediate impact.

Instagram Reels and Stories
9:16 Vertical — 1080×1920

Reels and Stories are designed for vertical viewing. This is the full screen mobile format.

Best used for:

  • Short-form video campaigns

  • Behind-the-scenes videos

  • Product demos

  • Talking-head content

  • Brand storytelling

  • Event recaps

  • Fashion, fitness, beauty and lifestyle content

  • Quick cinematic edits

Vertical video fills the screen and removes distractions. The viewer is no longer looking at a small post inside a feed. They are inside the frame. That’s why Reels and Stories are powerful. They give your brand a moment of full attention. When creating vertical content, keep important text, faces and product details away from the very top and bottom of the frame. Platform buttons, captions and icons often sit there, so your best visual information should stay in the central safe area.

Instagram Carousel posts
Best formats: 1080×1080 or 1080×1350

Carousels are brilliant for storytelling because they let people swipe through a sequence. You can use them to break down a project, show before and after images, tell the story of a campaign, or educate your audience step by step.

Best used for:

  • Case studies

  • Educational posts

  • Before-and-after posts

  • Product features

  • Campaign breakdowns

  • Client results

  • Photo sets

  • Step-by-step guides

The main rule with carousels is consistency. Keep every slide the same ratio so the post feels clean when people swipe through. If you want a polished, premium feel, use 4:5 portrait.
If you want a simple, graphic-led post, use square.

Facebook dimensions

Facebook has changed over the years, but it’s still a major platform for local businesses, communities, events, ads and brand discovery. Where Instagram often feels visual first, Facebook can feel more information led. People are looking at posts, watching videos, joining groups, clicking links and discovering businesses through recommendations. That means Facebook content should be clear, practical and easy to understand.

Facebook Feed posts - 1:1 Square — 1080×1080

Square is a solid all rounder for Facebook. It works well for posts that need to be simple, clean and readable across different devices.

Best used for:

  • Business updates

  • Product posts

  • Offers

  • Testimonials

  • Event announcements

  • Simple graphics

  • Carousel ads

If you’re creating one asset that needs to work across both Instagram and Facebook, square is often the easiest starting point.

4:5 Portrait — 1080×1350

Portrait content gives you more height in the mobile feed, which can help your post feel more prominent. This is especially useful for brands that rely on strong imagery, such as hospitality, fitness, fashion, beauty, interiors, events and lifestyle businesses.

Best used for:

  • Campaign images

  • Mobile-first ads

  • Product photography

  • Lifestyle content

  • Brand storytelling

  • Short feed videos

For organic content and ads, portrait often feels more modern because it respects how people actually use Facebook now: on their phones, scrolling vertically.

1.91:1 Landscape — 1200×630

Landscape is commonly used for link previews.

Best used for:

  • Blog links

  • Website previews

  • News articles

  • Event pages

  • Case study links

  • PR announcements

Landscape is not always the most attention grabbing feed format, but it’s useful when the goal is to drive people from Facebook to another page.

Facebook Stories and Reels

9:16 Vertical — 1080×1920

Facebook Stories and Reels both use the full screen vertical format.

Best used for:

  • Quick promotional videos

  • Behind-the-scenes content

  • Event recaps

  • Local business updates

  • Product demos

  • Short brand films

  • Repurposed Instagram Reels

If you’re already creating Instagram Reels or Stories, you can often repurpose that same 9:16 content for Facebook. This is where campaign planning becomes powerful. Instead of creating one video and awkwardly cropping it later, you can plan the shoot with multiple outputs in mind from the start.

TikTok dimensions

TikTok is built around speed, attention and personality. It’s not the place for a brand to feel stiff. It’s a place to show energy, honesty, humour, process and momentum. That doesn’t mean your content has to look cheap. In fact, cinematic TikTok content can stand out because it combines the native feel of the platform with the quality of proper production.

TikTok videos
9:16 Vertical — 1080×1920

TikTok is a vertical first platform, so 1080×1920 is the main format to use.

Best used for:

  • Short-form video

  • Behind-the-scenes clips

  • Product demos

  • Founder-led content

  • Trends

  • Educational tips

  • Launch teasers

  • Day-in-the-life content

  • Fast-paced campaign edits

A TikTok should feel like it belongs on the platform, but that doesn’t mean it should be careless. The best TikTok content often feels immediate and natural while still having strong lighting, clean audio, sharp framing and a clear idea. Think less “perfect advert” and more “captured moment with purpose.”

TikTok square or landscape videos
1:1 Square — 1080×1080 & 16:9 Landscape — 1920×1080

TikTok can support square and landscape formats, but they usually don’t feel as native as vertical. Because TikTok is designed for full screen phone viewing, vertical content normally gives the strongest experience.

Best used for square or landscape when:

  • You are repurposing content from another platform

  • The original video was filmed horizontally

  • The subject needs a wider frame

  • You are testing multiple formats

  • You want a more documentary or cinematic feel

Even then, it’s usually better to create a vertical edit from the original footage rather than upload a wide video with empty space around it. A good editor can reframe a landscape shot into a vertical story. A great production team plans for both before the camera even rolls.

LinkedIn dimensions

LinkedIn is where your content needs to feel credible. That doesn’t mean boring. It means the creative has to support the message. On LinkedIn, people are often looking for insight, proof, process and professionalism. They want to understand what you did, why it mattered, and what result it created. For Studio Hall style campaigns, LinkedIn is a brilliant place to show the thinking behind the visuals.

LinkedIn single image posts
1:1 Square — 1200×1200 or 1080×1080

Square works well on LinkedIn because it feels clean and structured.

Best used for:

  • Business announcements

  • Case study posts

  • Testimonials

  • Team updates

  • Simple graphics

  • Project highlights

  • Thought leadership posts

Square is a safe choice when you want your post to look professional across desktop and mobile.

4:5 Portrait — 1080×1350

Portrait posts can perform well on mobile because they take up more vertical space. This is useful when you want your image to feel more premium or when the visual is doing a lot of the storytelling.

Best used for:

  • Campaign stills

  • Portraits

  • Behind-the-scenes production photos

  • Founder-led content

  • Event photography

  • Project breakdowns

  • Visual case studies

If Instagram is the gallery, LinkedIn is the press tour. Portrait content lets you bring visual weight to a professional platform.

1.91:1 Landscape — 1200×628

Landscape is commonly used for links and article previews.

Best used for:

  • Blog posts

  • Website links

  • Press features

  • Case study pages

  • Landing pages

  • Company updates

If your goal is to drive traffic from LinkedIn to a website page, landscape images still have a place.

LinkedIn video dimensions
16:9 Landscape — 1920×1080

Landscape works well for polished brand films, case studies, interviews and videos designed to feel more cinematic.

Best used for:

  • Brand films

  • Case study videos

  • Interviews

  • Event films

  • Recruitment videos

  • Website-style videos

  • Longer storytelling pieces

This is where you can let a project breathe. You can show the location, the lighting, the people, the process and the result.

1:1 Square — 1080×1080

Square video is a strong all rounder for LinkedIn.

Best used for:

  • Short business updates

  • Founder clips

  • Testimonial snippets

  • Product highlights

  • Event recaps

  • Social proof videos

Square feels structured and professional, which suits LinkedIn’s feed.

4:5 or 9:16 Vertical — 1080×1350 or 1080×1920

Vertical video is becoming more common on LinkedIn, especially as more people use the platform on mobile.

Best used for:

  • Short form thought leadership

  • Behind the scenes clips

  • Mobile first campaign edits

  • Event moments

  • Quick educational content

  • Personal brand videos

The key with LinkedIn vertical video is to keep it purposeful. A vertical clip can still feel premium if the lighting, framing and sound are strong.

YouTube dimensions

YouTube is the home of longer attention. While TikTok and Reels are often about fast discovery, YouTube gives you space to build a world, explain an idea, tell a story and let the viewer settle in. For brands, YouTube can be powerful because it supports both short form and long-form content.

YouTube long-form videos
16:9 Landscape — 1920×1080 or 3840×2160

The classic YouTube format is landscape. For most brands, 1920×1080 is a strong HD export. If the project has been shot and finished in 4K, 3840×2160 can give you an even sharper result.

Best used for:

  • Brand films

  • Event films

  • Interviews

  • Product films

  • Case studies

  • Documentaries

  • Tutorials

  • Behind-the-scenes films

  • Website hero videos

Landscape gives you room for composition. It lets the viewer see the environment, the subject and the details around them. This is the frame that feels closest to traditional film and TV. If your campaign needs to feel premium, cinematic and story led, 16:9 should probably be part of the plan.

YouTube Shorts
9:16 Vertical — 1080×1920

YouTube Shorts use the vertical format, similar to TikTok and Instagram Reels.

Best used for:

  • Short campaign cutdowns

  • Teasers

  • Quick tips

  • Behind-the-scenes moments

  • Product highlights

  • Repurposed vertical edits

  • Fast educational content

Shorts are useful because they can introduce new people to your brand quickly. A strong approach is to use long form YouTube for depth and Shorts for discovery. For example, you might create one main campaign film in 16:9, then cut several Shorts in 9:16 to drive attention back to the bigger piece.

YouTube thumbnails
16:9 Landscape — 1280×720

Your thumbnail is the poster for your video. It needs to be clear, sharp and instantly understandable.

Best used for:

  • Video covers

  • Campaign thumbnails

  • Tutorial thumbnails

  • Case study covers

  • Podcast episode visuals

  • Brand film previews

A good thumbnail should tell the viewer why they should click before they read the title. Use readable text, expressive imagery where relevant, and a clear visual idea. The thumbnail is not an afterthought. It is part of the campaign.

Which dimensions should you actually ask for?

If you’re planning a campaign, you don’t need to create every possible size from the start. For most businesses, a strong content package might include four main types of content.

1. A hero video in 16:9

This is your main film.

Use it for:

  • Website homepage

  • YouTube

  • Presentations

  • Pitches

  • Email campaigns

  • Sales pages

This is the version that gives the story room to breathe.

2. Vertical cutdowns in 9:16

These are your social-first edits.

Use them for:

  • Instagram Reels

  • TikTok

  • YouTube Shorts

  • Facebook Reels

  • Stories

These are the versions that get attention quickly.

3. Portrait posts in 4:5

These are your premium feed assets.

Use them for:

  • Instagram Feed

  • Facebook Feed

  • LinkedIn mobile posts

  • Campaign stills

  • Short feed videos

These help your content feel polished and intentional.

4. Square posts in 1:1

These are your versatile assets.

Use them for:

  • Carousels

  • Graphics

  • Testimonials

  • Product posts

  • Multi-platform posting

These are useful when you need clarity and consistency.

The biggest mistake brands make

The biggest mistake is filming one version and hoping it works everywhere… It rarely does. A beautiful landscape video might look amazing on YouTube but feel tiny on TikTok. A vertical Reel might work brilliantly on Instagram but feel wrong as a website hero film. A square graphic might be clear on LinkedIn but not immersive enough for Stories. This is why campaign planning matters.

The best content is not just filmed. It is designed for where it will live.

Before the shoot, think about:

  • Where will this content be posted?

  • What does the viewer expect on that platform?

  • Will people watch with sound on or off?

  • Does the text sit inside a safe area?

  • Do we need vertical, portrait, square and landscape versions?

  • What is the main action we want someone to take?

When these questions are answered before filming, the final content feels sharper, cleaner and more effective. That’s the difference between “we made a video” and “we built a campaign.”

Quick social media dimensions table

Platform‍ ‍Format‍ ‍Recommended size ‍ ‍Best use
Instagram Feed Square 1080×1080 Carousels, graphics, product posts
Instagram Feed Portrait 1080×1350 Premium feed posts, campaign stills
Instagram Reels Vertical 1080×1920 Short-form video
Instagram Stories Vertical 1080×1920 BTS, updates, launch teasers
Facebook Feed Square 1080×1080 General posts, ads, updates
Facebook Feed Portrait 1080×1350 Mobile-first campaign content
Facebook Stories/Reels Vertical 1080×1920 Short-form video, promos
TikTok Vertical 1080×1920 Native TikTok videos
LinkedIn Image Square 1200×1200 Professional posts, case studies
LinkedIn Image Portrait 1080×1350 Campaign stills, BTS, visual posts
LinkedIn Video Landscape 1920×1080 Brand films, interviews
LinkedIn Video Vertical 1080×1920 Mobile first short form content
YouTube Landscape 1920×1080 Long-form videos
YouTube Shorts Vertical 1080×1920 Short-form discovery content
YouTube Thumbnail Landscape 1280×720 Video thumbnail covers

FAQs about social media dimensions

What is the best size for social media videos?

For most short form social media videos, the best size is 1080×1920, also known as 9:16 vertical. This works well for Instagram Reels, TikTok, YouTube Shorts, Facebook Reels and Stories.

What size should Instagram posts be?

For Instagram Feed posts, the most useful sizes are 1080×1080 for square posts and 1080×1350 for portrait posts. Portrait posts often feel more premium because they take up more space on a phone screen.

What size should TikTok videos be?

TikTok videos should usually be exported at 1080×1920 in a vertical 9:16 format. This gives the video a full-screen mobile experience.

What size should YouTube videos be?

For standard YouTube videos, use 1920×1080 for HD landscape video. For YouTube Shorts, use 1080×1920 vertical video.

Should I film content vertically or horizontally?

It depends where the content will live. If it’s mainly for TikTok, Reels or Shorts, film vertically or make sure the shot can be cropped vertically. If it’s for YouTube, your website or a brand film, horizontal 16:9 is usually the better choice.

Can one video work across every platform?

One video can be adapted for multiple platforms, but it should be planned properly before filming. A strong campaign usually includes a horizontal hero film, vertical social cutdowns, portrait feed edits and square assets for carousels or graphics.

What have we learned?

Social media dimensions might look technical at first, but they are really about storytelling. Every platform has its own rhythm. Instagram wants visual polish. Facebook wants clarity and accessibility. TikTok wants energy and immediacy. LinkedIn wants credibility and purpose. YouTube wants depth and attention.

The right dimension helps your content feel native to the platform, but the real magic happens when the format supports the idea. A vertical video can pull someone into a moment. A portrait image can make a product feel premium. A square carousel can educate clearly. A landscape film can give your brand the cinematic space it deserves.

So before your next campaign, don’t just ask: “What are we filming?” Ask: “Where will this story live?” Because when the idea, the platform and the frame all work together, your content doesn’t just fill a space on a feed. It feels made for it.

Ready to turn your idea into a campaign?

If you have an idea for a brand film, social campaign, product launch or content shoot, Studio Hall can help bring it to life with purpose, polish and a cinematic eye. From the first concept to the final export, we help shape the story, plan the shoot and create the right versions for the platforms that matter most. Whether you need a full campaign or a batch of social first content, we’ll help turn your idea into something intentional, premium and ready to be seen.

Let’s turn your idea into something people want to watch.

Get in touch with Studio Hall and let’s start building your next campaign.

Connor Hall https://www.studiohall.uk