ORIENTATION LOCK: ON? ASPECT RATIO IN SOCIAL MEDIA

Abstract

The shape of a video (aspect ratio) is subject for debate for more than 100 years. From film to television to digital and mobile, the aspect ratio of video went from almost square to super wide. After the arrival of video capable mobile phone, everything started to go backwards. We first observed unintentional vertical videos, then square video created especially for mobile devices and even some vertical platforms that encourage users to only create vertical videos. This study aims to provide a systematic review of the most common aspect ratios throughout the history of film and video, but most of all to describe the current situation and possible trends regarding the aspect ratio of modern videos – what are the most common aspect ratios, in what situations are the used, are the trends indicating the increase of vertical or horizontal? The quantitative research conducted on over 3000 videos posted on Facebook shows that most common shape for video right now is square, but vertical videos are also of high interest. 1:1 aspect ratio may be a transition from landscape to vertical. As users become video producers themselves, more and more content is being created. The traditional video producing workflow is being challenged and it becomes apparent how that user-generated content is gaining on professional produced video.