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Rather than being a video hosting service, it is more of an entertainment platform. TikTok has a different approach to video.

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Facebook also uses a 2:3 vertical format, while Instagram offers a vertical 9:16 ratio for full screen on phones. Like most services, they can host 16:9, but both will use a 1:1 or 4:5 aspect ratio for videos on mobile devices. Both now host video and, unsurprisingly, since Facebook bought Instagram, they have similar preferred aspect ratios. Instagram started as a photo sharing site, while Facebook was a purely social site. It is, perhaps, because of its heritage and longevity that YouTube is the most standard, with a default 16:9 aspect ratio. The first and biggest video sharing and streaming site, YouTube is almost synonymous with online video. Although YouTube was the pioneer, and still sees around 500 hours of video uploaded every minute, video is now everywhere. Video sharing and streaming, once something of a rarity because of the expense of bandwidth and the limits of computing, is now commonplace. Indeed, because so much content is consumed on mobile phones, some sites have even eschewed landscape format entirely, promoting videos in a phone-friendly portrait orientation. While 16:9 is popular, largely because it matches the standard for widescreen broadcast in the US and elsewhere, as well as the screen size of many devices, different sites can use any and every ratio.

Today, however, it’s hard to claim there is such a thing as a standard aspect ratio because of the diversity of devices and platforms. The aspect ratio used by movies varied, since it was not reliant on a screen, but tended to be around 1.85:1.

Cinemas used a wider format, as much to differentiate themselves from television and create a distinctive effect that was closer to the aspect ratio of normal sight. The most important dimension of a screen was size, since television broadcasts were a standard 4:3. For most of the twentieth century, it was largely irrelevant to most people. The aspect ratio is, simply, the ratio of the image’s width and height. What is aspect ratio, and why is it important? But if you want your films to have that wow factor, then you need to think about your video’s size and aspect ratio. So, if it is just sharing a memory with your nearest and dearest, you might not mind that much if it looks a bit odd on Instagram, or has large black bars in the playback window. Of course, most platforms will take just about any video and play it for you. It was a lot easier in the old days when everything was low definition 4:3! It’s all very well shooting that footage, even editing it together, but then you have to think about all the requirements of the platform that you are using.

Until, that is, your creative masterpiece hits the brick wall of formats.

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When you can carry a 4K camera in your pocket, you can - light and sound conditions willing - create an epic movie to share with your friends and loved ones, or the whole world if you want.

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