While film purists may scorn the aesthetic, the fact remains that many users prefer to shoot mobile videos in portrait (vertical) mode.
In a nod to the winds of change, Facebook's mobile News Feed is adjusting to accomodate.
Facebook will soon optimise its flagship app to better display portrait style videos. At the moment they're cropped and displayed as small squares.
This means videos will appear in 2:3 aspect ratio, as opposed to the current 1:1.
Snap it up
The update would bring Facebook's app more into line with Snapchat, which has long favoured the format.
The change could also help brands get more engagement out of videos, with some studies showing viewers are more likely to click on portrait style video ads.
And no doubt it could also align with Facebook Live's continued push. An iOS and Android roll out is expected in the coming weeks.