Video in 2025: Which formats work best and why?

If you’re a content creator, marketer, or just a trendsetter, one question is probably on your mind: What video formats will perform best in 2025? Social media algorithms are constantly changing, viewer habits are evolving, and technology is opening up new possibilities. Some formats remain relevant, others fade away, and some become true stars of the digital space.

So, how do you make a video that will get millions of views? Let's find out!

Short vertical videos: speed, dynamics, emotions

The 9:16 vertical format rules the world. TikTok, Instagram Reels, YouTube Shorts – all of these platforms are designed to instantly grab the viewer’s attention. You scroll down, the video starts automatically, and if it doesn’t grab you in the first 2 seconds, you’re already watching the next one.

A bright start, a quick edit, and an emotional message are important in this format . It's a place where brands compete for every second of attention, and independent creators can go viral in a matter of hours.

What makes vertical videos indispensable?

They occupy 100% of the mobile screen – there are no distracting elements.

Social media algorithms promote them organically – even without advertising, you can get huge reach.

This is the best format for quick emotions – laughter, surprise, inspiration.

Why will they be in trend for a long time?

Because mobile devices are our primary screens, and the rate of content consumption is increasing. People find it easier to watch 10 short videos than one long one.

Horizontal video: when scale matters

While mobile content dictates its own rules, the 16:9 horizontal format is not going anywhere . YouTube, Netflix, streaming platforms, documentaries, interviews - this is the territory of serious, detailed content .

If vertical video is fast food that is eaten instantly, then horizontal video is a full-fledged meal that takes time but leaves a deep impression .

Where does it work best?

YouTube and streaming services – for educational videos, reviews, analytics, blogs.

Corporate videos and presentations are an important format for business.

Documentaries and reports – a horizontal frame allows you to convey more detail.

If your content tells a story, not just attracts attention – horizontal video is still your best choice.

Square and 4:5 videos: perfect for social media

Another interesting format is square (1:1) and near-vertical (4:5) videos . They take up more space in the Facebook, Instagram, and LinkedIn feed , making them more effective than standard horizontal videos.

Why do these formats work?

They are not as narrow as 9:16, but they take up more screen space than 16:9.

They are ideal for advertising campaigns – people notice them and look at them longer.

Facebook and Instagram are actively promoting 4:5 video because it fits better in the mobile feed.

If you are making a promotional video for social media , a square or 4:5 format will give you the best results.

360° video and VR: the effect of complete immersion

Video is no longer limited to the flat screen. VR (virtual reality) and 360-degree videos are changing the game in real estate, travel, education, and marketing.

What's interesting here?

Virtual tours of hotels, museums, cities.

Educational VR videos that allow you to interact with the content.

Brand campaigns that provide an unforgettable experience (for example, the effect of being at a concert).

This format still remains niche, but its potential is huge.

Interactive videos: the viewer no longer just watches – he acts

The world of video is becoming two-way . The viewer no longer wants to just watch – he wants to influence what is happening on the screen.

What is interactive video?

A video where the viewer can choose how events unfold (like in the series "Black Mirror: Bandersnatch").

Educational content where you can test your knowledge right in the video.

Brand campaigns where the user chooses which product to show them.

This is the next level of video marketing, and big brands are already experimenting with this format.

Artificial Intelligence and Generative Videos: The Future is Here

AI no longer just helps edit video – it creates it . Neural network technologies already allow for camera-less video recording , voice synthesis, and character animation.

What does this mean?

The ability to create content without expensive filming .

Ad Personalization – AI can change the host’s face or the background in a video depending on the viewer.

Generative animation that can be created in seconds.

This technology is already changing video production and will only continue to evolve.

What's the result?

Vertical videos continue to dominate, horizontal videos remain important, and interactive and AI-powered content opens up new possibilities. The best results come from those who adapt to trends and experiment with formats.