Vertical vs Horizontal: The Real Estate Video Format Battle in 2025

In the dynamic and competitive world of real estate photography and videography, one of the hottest debates of 2025 continues to be: vertical or horizontal video format? With platforms evolving rapidly and viewer behaviors shifting dramatically, real estate photographers and marketers must adapt to these trends to stay relevant and drive performance.

This guide dives deep into the battle of vertical vs. horizontal video content in the real estate industry, exploring which format is winning in 2025, what platforms favor each, and how real estate photographers can strategically use each format to maximize visibility, engagement, and ultimately, sales.

Why Format Matters More Than Ever in 2025

Video content remains one of the most powerful marketing tools in real estate, and in 2025, the stakes have risen. According to Wyzowl's 2024 Video Marketing Statistics Report, 91% of businesses use video as a marketing tool, and 88% of marketers report a positive return on investment. Listings with video receive a staggering 403% more inquiries than those without, according to the National Association of Realtors (NAR) in their 2023 report. With over 5.3 billion smartphone users globally in 2025, video consumption on mobile devices has become the norm, reinforcing the importance of optimizing format to meet viewer habits.

The choice between vertical and horizontal video is no longer about aesthetic preference. It is a strategic decision that directly influences viewer retention, engagement rates, platform performance, and ultimately, lead generation. Choosing the right format—or better yet, mastering both—is now essential for real estate professionals aiming to capture and retain attention in a crowded digital landscape.

Vertical Video: The Mobile-First Powerhouse

Vertical video has emerged as a dominant force, driven by the explosion of mobile-first platforms. Research shows that 94% of users naturally hold their phones vertically, making vertical video more intuitive and immersive for most viewers. Platforms like TikTok (1.9 billion monthly active users as of 2025), Instagram Reels (2.35 billion users), and YouTube Shorts (50 billion daily views) are all optimized for this format, and reward vertical content with higher reach and visibility.

Vertical videos also boast higher engagement metrics. A 2025 HubSpot study found that vertical video content generates 2.5 times more engagement on Instagram and TikTok compared to horizontal formats. In real estate, this means more views on your listings, more interaction with your content, and greater exposure for both agents and properties.

Some of the best use cases for vertical video in real estate include quick property teasers, behind-the-scenes clips, neighborhood lifestyle shots, agent introductions, and short educational videos. These are typically consumed on social media, where brevity and visual impact are key to capturing scrolling thumbs.

Tips:

When shooting vertical real estate video, it’s essential to focus on standout property features. Close-up shots of kitchen islands, bathroom fixtures, and unique amenities work well in vertical framing. Smooth camera motion, achieved through slow pans and stabilizers, adds polish. Proper lighting is critical to avoid harsh shadows and ensure clarity on small mobile screens. Since 85% of mobile viewers watch with sound off, include clean, readable subtitles and text overlays to communicate key points.

Horizontal Video: The Professional Standard

While vertical videos dominate social media, horizontal videos continue to reign supreme in professional real estate marketing, particularly for full property tours and long-form content. Horizontal video offers a wider field of view, allowing photographers to showcase entire rooms, architectural flow, and outdoor landscapes in a way vertical simply cannot match.

Horizontal format is the standard for websites, YouTube, TV displays, and virtual tours. It is also more familiar and comfortable for audiences watching on desktop or larger screens. Importantly, many buyers still associate horizontal videos with higher production quality, giving listings a more polished, cinematic feel.

Horizontal video is ideal for full walkthroughs, agent-led narratives, client testimonials, and educational YouTube content. YouTube remains the second-largest search engine globally, and according to 2025 statistics, 70% of home buyers watch horizontal walkthrough videos before reaching out to an agent. Moreover, horizontal content on YouTube sustains longer average watch times—5 minutes and 23 seconds on average—compared to just over 1 minute for Shorts.

Tips:

To make the most of horizontal video, use wide-angle lenses to capture full-room context. Add narration or voiceover to guide viewers through the space. Stabilization tools, such as gimbals or tripods, ensure smooth footage that keeps viewers engaged. Including floor plan animations or overlays helps buyers understand room layouts and traffic flow. For SEO, optimize YouTube videos with keyword-rich titles, descriptive captions, relevant tags, and chapters.

Editing platforms like Adobe Premiere Pro and Final Cut Pro provide robust tools for cinematic horizontal video creation. For 3D and interactive experiences, platforms like Matterport and EyeSpy360 enhance engagement through immersive virtual tours. YouTube Studio remains essential for tracking performance metrics and optimizing content over time.

The Multi-Format Strategy for Real Estate in 2025

The smartest real estate marketers in 2025 don’t choose between vertical and horizontal—they use both. A multi-format strategy allows you to tailor your content for each platform, expanding your reach and maximizing engagement.

The process begins with filming a horizontal master video. This could be a comprehensive walkthrough of the property or a polished agent presentation. During shooting, frame your shots with repurposing in mind. Keep key subjects centered and leave extra space on the sides to allow for vertical cropping.

Once filming is complete, edit your horizontal video for YouTube, your website, or property portals. Then extract vertical segments for TikTok, Instagram Reels, and YouTube Shorts. These might include highlights of standout rooms, behind-the-scenes moments, or brief agent messages.

Make sure to upload videos natively to each platform. Reposting TikToks with watermarks to Instagram, for example, can reduce reach. Cross-link your content strategically. Link your YouTube video in your Instagram bio, TikTok profile, and property listing pages to drive traffic and improve SEO.

Case study:

A great case study comes from a San Diego-based real estate team that implemented this dual-format strategy. Over three months, they tripled their inquiry rate and accumulated over 2 million combined views across YouTube, TikTok, and Instagram. Their success shows how a thoughtful approach to video formatting can yield real business results.

2025 Platform-Specific Format Guide

Each platform has unique format preferences that should guide your video content strategy. 

• Instagram Reels, TikTok, and YouTube Shorts all prioritize vertical (9:16) video and are ideal for teasers, quick tours, and bite-sized educational content. 
• YouTube's main feed, in contrast, favors horizontal (16:9) videos and supports longer, more detailed walkthroughs and testimonials.
• Facebook offers flexibility, supporting both formats. This is useful for repurposing content across different audience segments. 
• Property websites and real estate portals continue to prefer horizontal video, which integrates better with desktop and TV displays and offers a more immersive viewing experience for property shoppers.

Understanding and aligning with these platform preferences helps maximize content performance and ensures your video investments deliver the highest ROI.

Recommendations for Real Estate Photographers

The key to success in 2025 lies in preparation and adaptability. Plan every shoot with both vertical and horizontal formats in mind. This means considering framing, lighting, and camera angles that can be used for multiple outputs. Batch filming and editing not only saves time but allows you to generate multiple pieces of content from one shoot.

Don’t blindly chase trends. Instead, align your video strategy with the needs and preferences of your target audience. Use platform analytics to measure performance and continuously refine your approach based on what drives leads and conversions. Finally, keep up with the latest updates from social media platforms and content tools to ensure you remain competitive in an ever-changing digital environment.