A vast majority of brands are still creating videos for social media in a landscape 16:9 aspect ratio. It's great for YouTube and TV.
With the large amount of mobile users on Facebook and Instagram, square videos make more sense, since it's giving the video more screen space.
- Videos get at least 59% more engagement on Facebook than other post types
- Square videos (1:1) get 30-35% more video views
- Square videos get 80-100% more engagement compared to landscape video (16:9)