SHOULD PRODUCT VIDEOS BE FILMED HORIZONTALLY OR VERTICALLY? DON’T DECIDE BY INSTINCT

When producing product videos, many businesses ask the same question: should we shoot horizontally or vertically?
In many cases, brands make this decision based on instinct, habit, or simply because “others are doing it.”

However, in today’s multi-platform digital landscape, video aspect ratio directly impacts reach, viewer experience, and conversion performance. Choosing the wrong format can result in visually appealing videos that fail to deliver real results.

Let’s explore with M&M Communications when to use horizontal video, when vertical video works best, and how businesses can make the right choice strategically.

1. Horizontal Video (16:9) - When Is It the Right Choice?

For many years, horizontal video has been the standard format for TV commercials, corporate videos, and YouTube content.

Advantages of Horizontal Video

• Wide viewing angle, ideal for storytelling

• Suitable for environmental shots and multiple subjects

• Optimized for large screens, websites, and TVs

Use horizontal video when:

• Producing TVCs or corporate introduction videos

• Filming events, documentaries, or brand films

• Creating content for conferences, exhibitions, or presentations

• Developing long-form, narrative-driven content

Horizontal video delivers a cinematic, professional feel and is well-suited for long-term branding campaigns.

2. Vertical Video (9:16) - The Optimal Choice for Social Media

The rise of TikTok, Instagram Reels, and YouTube Shorts has made vertical video the dominant format for mobile-first platforms.

Advantages of Vertical Video

• Full-screen mobile experience

• Higher viewer focus and completion rates

• Matches fast-scrolling user behavior

Use vertical video when:

• Producing short product videos

• Running social media ads

• Creating quick reviews or tutorials

• Leveraging trends and real-time content

Vertical video removes friction by eliminating the need for viewers to rotate their devices, improving accessibility and engagement.

3. Don’t Choose the Format Based on Preference - Choose Based on Objectives

A common mistake businesses make includes:

• Shooting horizontal videos and cropping them vertically later

• Using one video for all platforms

• Ignoring viewer behavior and platform requirements

In reality, marketing objectives should determine the video format:

• Long-term branding → horizontal

• Sales and performance marketing → vertical

• Multi-platform distribution → flexible, strategic filming

>>> 5 Camera Angles To Make Your Product Videos Look As Professional As Commercials

4. The Optimal Solution: Multi-Format Planning from the Start

Instead of filming in a single format and adjusting later, businesses should:

• Plan scripts for both horizontal and vertical formats from the beginning

• Use safe-frame techniques during filming

• Produce multiple video versions for different platforms

This approach helps:

• Preserve visual quality

• Protect key compositions

• Maximize content performance across channels

5. Modern Product Videos Must Align with Viewer Behavior

In 2026 and beyond, product videos must be:

• Platform-appropriate

• Aligned with content consumption habits

• Clearly tied to marketing objectives

Choosing the wrong aspect ratio can lead to:

• Cropped or lost information

• Lower watch rates

• Wasted production and advertising budgets

6. M&M Communications: Strategic Aspect Ratio Consultation

At M&M Communications, we don’t start with the question “horizontal or vertical.” Instead, we begin with:

• Campaign objectives

• Distribution platforms

• Target audiences

• Viewer journey

From there, our Production and Creative teams develop:

• Format-specific scripts

• Multi-platform filming strategies

• Tailored video versions for each use case

Conclusion: Don’t Decide Video Format by Instinct

There is no absolute right or wrong between horizontal and vertical product videos, only what best serves your goals.

By applying strategic thinking from the production stage, businesses can:

• Optimize budgets

• Maximize communication effectiveness

• Ensure videos deliver their full value

If you’re uncertain about the right video format for your product, M&M Communications is ready to consult and deliver the most effective solution for your brand.

>>> Product Video: The Rising Trend To Boost Engagement And Sales