Format
Vertical video (9:16): a composition guide for brands
How to compose vertical 9:16 video for Reels, TikTok and Shorts: resolution, safe areas, type size and layout rules that make brand films read on a phone.
Vertical video is the native format of the phone. The standard canvas is 9:16, which at full HD means 1080 pixels wide by 1920 pixels tall. Instagram Reels, TikTok and YouTube Shorts are all built around it, and LinkedIn also supports vertical video. Composing for it is different from cropping a landscape film.
The technical basics
| Setting | Typical value |
|---|---|
| Aspect ratio | 9:16 |
| Resolution | 1080 × 1920 pixels |
| Frame rate | 30 frames per second is a common choice |
| Container | MP4 |
| Length for brand films | Short; 15 to 25 seconds is a workable range |
Check each platform’s current upload requirements before publishing, as limits and recommendations change. MotionMaker exports MP4 at 1080×1920 and 30 fps.
Compose for the tall frame
A landscape frame invites side-by-side layouts. A vertical frame invites stacking. Instead of placing a logo to the left of a headline, place the headline above and the logo below. Instead of showing three features in a row, show them one after another or in layers.
- Stack, do not spread. Use the height, not the width.
- Go bigger. Type and key shapes should fill more of the frame than they would in landscape.
- One focus per moment. The frame is narrow; two competing focal points fight.
- Use depth. Layers that move at different speeds make a narrow frame feel spacious.
Keep key content out of the margins
Apps draw their own interface on top of your video: captions, buttons, account names, progress bars. These typically sit near the bottom and along the right edge. Keep the important content, especially text and logos, toward the center and away from the edges. Each platform’s overlay differs and can change, so test in the app before committing to a layout.
Type size and legibility
- Choose a heavy, clear typeface and use weight and scale for hierarchy.
- Keep lines short; break a message into several lines rather than shrinking it.
- Leave text on screen long enough to be read twice.
- Check contrast against the background at every frame, not just the first.
Design for the thumb and the first second
Viewers scroll fast. The opening frames must say what the film is about, or at least create enough curiosity to stay. Lead with the strongest visual or the clearest line, not with a logo reveal. Put the brand in early, but let the message come first.
Make it work without sound
A lot of viewing happens with the sound off, so the film should be understandable from text and motion alone. Treat audio as a bonus. We cover this in detail in designing video for sound off.
Transitions in a vertical frame
Wipes and slides that cross a wide frame feel fast. In a tall frame they can feel like a stack being swapped. Camera-style transitions, such as a quick pan or a push through the layers, tend to read better because they imitate how a phone camera moves. They also reward the principles in anticipation and overlap.
Where to go next
If you already have a site and want a vertical film from it, see how a website becomes a video, or the platform pages for Instagram Reels, TikTok and YouTube Shorts. For a broader grounding, read what motion design is.