In this article
The quick answer
| Ratio | Best for | Size |
|---|---|---|
| 9:16 | Reels, Stories | 1080 x 1920 px |
| 4:5 | Carousels, feed photos | 1080 x 1350 px |
| 1:1 | Cross-platform assets | 1080 x 1080 px |
| 16:9 | YouTube, website video | 1920 x 1080 px |
Storytelling and entertainment: use Reels (9:16)
Stories depend on motion, pacing and sound, and a Reel gives you the full screen for all three. Reels are also the format that reaches people who do not follow you yet, which is what entertainment content needs. Put the hook in the first second and keep the key action centered, since the grid crops the cover.
Informative content and suggestions: use carousels or posts (4:5)
Anything with a sequence, a list, a comparison or detail worth studying suits a carousel. Each slide gives the viewer a reason to stay, and carousels earn many more saves because people return to the information later. Metricool’s 2026 Instagram study found roughly nine times more saves than single images. Use 4:5 so the post takes more of the feed, keep every slide the same size, and aim for 6 to 10 slides.
Behind the scenes
Raw, casual footage fits Reels and Stories, where the full-screen vertical format feels personal and unpolished in a good way.
Before and after
This one depends on what changes. If the difference is visual and static, a carousel lets the viewer swipe between states. If the transformation happens through motion, such as an edit coming together, use a Reel.
Inference
Use a carousel when you have numbers and quotes people will want to save. Use a short Reel when the client speaks on camera and the face and voice carry the trust.
Announcements
Launches and updates are short-lived, so Stories and Reels (9:16) fit better than a post people would save.
Long-form video
Keep the full 16:9 version for YouTube and your website, then cut vertical 9:16 clips for Instagram. Landscape video looks small in the feed.
Where 1:1 fits
Only when one asset must run on several platforms. On Instagram it uses less of the screen than 4:5 and gets trimmed in the taller grid.
Common mistakes
- Putting a story in a carousel, or a checklist in a Reel
- Posting landscape video as a Reel and accepting black bars
- Mixing ratios inside one carousel
- Placing text too close to the edges
FAQ
Should storytelling be a Reel or a carousel? A Reel.
What is best for tips and how-tos? A 4:5 carousel, unless a visual demo needs motion.
Do I need different ratios for one idea? Often yes. Reel for reach, carousel for saves.
Want us to run your social media for you?
We plan, shoot, edit, post and report, every month, from ₹30,000. Book a free consultation and we will recommend the right level for your brand.