Different social media platforms have different optimal video formats and aspect ratios. TikTok, Snapchat, Instagram reels are optimised for vertical 9:16 video, whereas Facebook prefers 4:5 semi vertical, additionally Facebook, Twitter, and LinkedIn prefer 1:1 square, and
YouTube, LinkedIn, Twitter and Twitch are good with 16:9 horizontal. Sometimes a platform will allow you to upload different aspect ratios, and when deciding which is most suitable you have to consider what category your video falls under for example Feed or Reels in the case of Instagram. At other times, you have to consider what device your viewers are consuming the content, for example laptop or mobile in the case of LinkedIn. A horizontal 16: 9 aspect ratio for laptops will deliver a better user experience, whereas a square 1:1 aspect ratio will deliver a better user experience for mobile viewers.