The Best Video Lengths, Aspect Ratios & Content Segmentation for Social Media
Are you a UK-based business, agency, or marketing manager looking to boost your video marketing results?
Understanding the best video lengths, aspect ratio, and content segmentation strategies for each social platform is key to increasing engagement and ROI. Here’s your expert guide, packed with actionable tips and a real UK case study.
Video marketing is no longer optional - it's essential. However, with numerous platforms all part of your marketing and social strategy, determining the right video format can be overwhelming. Here’s a practical guide for clients, agencies and marketing managers to maximise engagement and return on investment with the right video specs and smart segmentation.
What Are Aspect Ratios?
Aspect ratio is the relationship between a video's width and height. It’s written as width:height (e.g., 16:9, 9:16). Choosing the right aspect ratio ensures your video displays correctly on each platform - no awkward cropping or black bars.
Common aspect ratios:
- 16:9 - Standard widescreen (YouTube, most websites)
- 9:16 - Vertical video (Instagram Stories, TikTok)
- 1:1 - Square video (Instagram feed, Facebook feed)
- 5:4 - Portrait video (Instagram feed)
Why Video Length Matters
Attention spans are short. The right video length can mean the difference between a scroll-past and a conversion. The average time you now have to grab attention with your post is two seconds!
- Shorter videos (under 60 seconds) often get higher completion rates, especially on mobile.
- Longer videos can work for YouTube or in-depth website content, but only if the content is highly engaging.
Top tip: add subtitles to your video to keep people engaged and ensure more viewers complete the content.
"Videos up to 2 minutes long get the most engagement on social media. After 2 minutes, engagement drops sharply"
Best Video Lengths and Aspect Ratios for Each Platform
Best video length for LinkedIn
- Length: 30 - 90 seconds (feed)
- Aspect Ratio: 1:1 (square) or 16:9 (landscape)
- Tip: Use subtitles and strong hooks for B2B audiences
Best video length for Instagram
- Feed: 15 - 60 seconds, 1:1 (square)
- Stories/Reels: 15 seconds, 9:16 (vertical)
- Tip: Use captions and bold visuals for mobile users
Best video length for YouTube
- Main videos: 2 - 10 minutes, 16:9 (landscape)
- Shorts: 15 - 60 seconds, 9:16 (vertical)
- Tip: Longer content is fine, but hook viewers in the first 5 seconds
Best video length for TikTok
- Length: 9 - 45 seconds
- Aspect Ratio: 9:16 (vertical)
- Tip: Quick, creative edits work best
Best video length for Facebook
- Feed: 15 - 90 seconds, 1:1 (square) or 4:5 (portrait)
- Stories: 15 seconds, 9:16 (vertical)
- Tip: Add subtitles - most users watch without sound
Best video length for your Website
- Hero/landing: 30 seconds - 3 minutes, 16:9 (landscape)
- Explainer/testimonials: 2 - 10 minutes, 16:9
- Tip: Optimise for fast loading and mobile display
Adding Subtitles: Why & How
With most social videos watched on mute, subtitles are non-negotiable. They:
- Improve accessibility
- Boost engagement and watch time
- Help viewers understand your message anywhere
- They help with SEO, as search engines can index your video’s text
Pro Tip: Use accurate, easy-to-read subtitles and double-check auto-generated captions for errors.
“We had such a great time working with you and the whole team too"
And So To Bed – Product Videos
For And So To Bed, we created a suite of product videos and segmented them for maximum impact:
- LinkedIn: 45-second (16:9) teasers focused on craftsmanship and brand story, optimized for B2B engagement.
- Instagram: 15-second vertical (9:16) Stories and Reels highlighting product details, using quick cuts and bold captions for mobile viewers.
- In-store Displays: 90-second widescreen (16:9) videos with slower pacing and more detail, designed for looped playback on showroom screens.
Outcome: By tailoring video length, format, and messaging to each channel, And So To Bed maximised reach and engagement across digital and physical touchpoints.
FAQs
What happens if I use the wrong aspect ratio?
Your video may be cropped awkwardly or display black bars, hurting your brand’s professionalism and engagement.
Should every video have subtitles?
Yes—especially for social media. Subtitles increase watch time and accessibility.
Can I use the same video everywhere?
Repurpose, but don’t copy-paste. Edit length, aspect ratio, and messaging for each platform.
How do I know what’s working?
Track engagement metrics (views, shares, watch time) for each platform and adjust your strategy.
What’s the best way to segment content?
Plan during pre-production. Create a master video, then edit cutdowns for each platform’s specs and audience.
Key Takeaways for UK Businesses & Marketers
- Plan your video content with each platform’s specs in mind
- Use subtitles for better reach and accessibility
- Segment and repurpose your master video for maximum ROI
- Track engagement metrics for ongoing improvement
Need expert video production or strategy in the UK? Contact Reel Film for tailored video solutions that get results across every platform.
