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Hip to be Square

We all know video is the king of engagement on social. But you'd be surprised how much more engagement you'll receive if your video is square.

Earlier this year Brian Peters of Buffer Social teamed up with Animoto to learn what video works best, square or landscape.

Here are a few of the findings I found interesting:

With 92% of people accessing Facebook on mobile you quite simply need to make your content for mobile and square videos take up 78% more real estate on a mobile users screen. 

Square video outperformed the same video in landscape on all platforms in terms of likes, shares and comments.

"In some cases, square video resulted in 30-35% higher video views and an 80-100% increase in engagement."

The result of this can also be interpreted in cost saving.

"Our experiments revealed the fact that it costs 7.5% less to get someone to engage with square video on Facebook and a whopping 33% less to get someone to engage with square video on Instagram."

From a technical viewpoint, it is important not to simply shoehorn your landscape video into a box. Ensure your filmmakers are shooting for a 1:1 ratio and frame accordingly. Too many times have we seen examples of cut off text or half a head which does nothing for your engagement figures. 

With a little thought, you can utilise the square to your advantage, teasing action off frame and building excitement. 

So love video and love the square and check out this incredible feature film from Canadian director Xavier Dolan called Mommy which is mostly shot in, you've guessed it, square.

I'd love to hear your thoughts on square versus landscape so hit reply and let me know.