THE ULTIMATE GUIDE TO PHOTOS + ASPECT RATIOS
When you’re growing a business, or even just your personal brand, there are so many places you need to post photos.
You need photos for Instagram. You need photos for Facebook. Are we still using Twitter? And that’s just for social media.
Then you need pictures for your website. You need headshots. You need landscape shots. You need product shots. And every single one of these photos needs to be a different size.
Where. Do. You. Even. Start?
We've Got You.
This blog is here to give you all the gritty, nerdy, helpful details about photo aspect ratios and how to actually use them in real life. Because let’s face it: if you're shooting content or managing a brand [even if that brand is just you], you need to be smart with how you create visuals.
Let’s break it down.
What Even Is an Aspect Ratio?
An aspect ratio is just the ratio of width to height of an image or video. It’s usually written like this:
16:9 → which means 16 units wide and 9 units tall.
Different platforms favor different aspect ratios. And yes, it matters.
Common Aspect Ratios + Where to Use Them
Let’s talk about some of the most common aspect ratios you’ll run into, and the best way to use each one.
1:1 [Square]
This was the classic Instagram shape. It's perfect for the feed and works well on Facebook, too. Square photos are balanced, visually neat, and easy to repurpose. They also work very well for website galleries and product photos. But alas, social media keeps us on our toes…
4:5 [Vertical Portrait]
Slightly taller than square, this is the new standard for Instagram posts, especially if you want to take up the most vertical space in someone’s feed. It’s eye-catching and makes your content feel more immersive without being full-screen.
9:16 [Full Vertical]
This is your go-to for Stories, Reels, TikToks, and YouTube Shorts. If you’re making content for mobile users, this is the format to think in.
16:9 [Widescreen Landscape]
This is the standard for YouTube videos, website headers, presentation slides, and anything meant to be viewed on a horizontal screen. It’s clean and professional, and most editing tools are optimized for it.
Each of these aspect ratios has its place. The trick is knowing where your content is headed so you can shoot or crop accordingly. The more intentional you are upfront, the more versatile your photos and videos will be.
Here’s how to get the biggest bang for your buck when creating content:
1. Shoot Wide, Crop Later
If you’re taking photos or filming, shoot in 4K and frame a little wider than you think you need. That way, you can crop your footage to different aspect ratios without losing quality.
One photo can become:
A square Instagram post
A vertical Story
A banner on your website
All from a single file.
2. Think Multi-Use When You Frame
If you know you’ll need a vertical crop and a horizontal one, leave a little “safe space” around your subject. Don’t lock yourself into one layout when you don’t have to.
3. Use Grid Lines
Turn on the grid in your camera or phone settings. It'll help you frame with rule-of-thirds, and plan where you can crop different versions later.
4. Batch Your Content Creation
Take multiple types of shots during one session:
Wide shots
Close-ups
Vertical + horizontal frames
This gives you flexibility and saves time down the line.
5. Label Your Files By Use
It sounds like a small thing, but organizing files like “ProductShot_16x9” or “Portrait_Instagram4x5” can save you [and your website designer] so much guesswork.
Quick Reference: Aspect Ratios Based on Platform
Instagram Feed
The feed and the grid can utilize different sizes. For the most cohesive, professional-looking grid, you'll want all photos cropped at a 4:5 ratio. This ratio also takes up the most real estate on the feed, making it a good choice to grab people's attention when they scroll.
Note: Sometimes 4:5 just isn't enough, and we get it! Instagram still allows you to post photos that are square or even landscape. Just be mindful that the part that shows up on your grid will be the middle of the photo, cropped at a 4:5 ratio.
Instagram Stories & Reels
Shoot in 9:16 for full vertical. These formats are meant to be immersive and edge-to-edge on a phone screen. Anything less will get auto-cropped or awkwardly framed.
Facebook Feed
You’ve got a bit of flexibility here. 1.91:1 is ideal for horizontal images [especially link previews], while 4:5 is great for taller portrait images that really pop on mobile.
YouTube [Regular Videos]
16:9 is the gold standard here. Anything else will get letterboxed ]those black bars on the side], which isn’t the vibe you’re going for.
YouTube Shorts
Just like TikTok and Reels, go vertical with 9:16. Shorts are designed for phones, so keep your content tall, tight, and fast-paced.
TikTok
All about the vertical. 9:16 is the only way to go here. Make sure your subject is centered and leave space around the edges so you don’t lose key info behind buttons or captions.
Website Splash Images
Usually wide and clean — think 16:9 or even wider, depending on your site design. Check your theme or builder for exact specs, but widescreen is a safe bet.
LinkedIn Posts
If you’re sharing a photo or link, 1.91:1 is the default crop. For portrait images, 4:5 can also work well. Just test it depending on your layout.
Photos and videos aren’t one-size-fits-all anymore. But with a little planning, you can save time and money by making one piece of content work across multiple platforms.
So next time you’re shooting, take a minute to frame it right. A little bit of foresight = a whole lot of content down the line.
