MLS Video Tours can also be shared on social media. Because they are horizontal, they may not fully fill mobile screens and can appear smaller on some platforms.
For the scroll
Social Media Video
A fast-paced promotional video created specifically for social media platforms and mobile viewing.
Characteristics
Vertical format preferred (horizontal optional)
Agent branding, contact info, and brokerage logos allowed
Agent speaking on camera allowed
Faster editing style with attention-grabbing pacing
Designed for mobile devices
Optimized for social sharing
Typical length
YouTube Shorts — ~60s
Facebook Reels — 60–90s
Instagram Reels — 60–90s
TikTok — 60–90s
Best for
Facebook · Instagram · TikTok · YouTube Shorts · Social media advertising · Realtor personal branding
Feature
MLS Video
Social Media Video
MLS Compliant
Yes
No
Agent Branding
No
Yes
Agent Contact Information
No
Yes
Agent Speaking On Camera
No
Yes
Horizontal Format
Yes
Optional
Vertical Format
No
Preferred
Mobile Optimized
Limited
Yes
Social Media Focused
Secondary
Primary
Property Detail Coverage
High
Moderate
Typical Length
2–3 Minutes
60–90 Seconds
Section 4
What Buyers Click Most on Social Media
Social Engagement by Content Format
Vertical vs. Horizontal Video Share of Engagement
Observation. Vertical video — Reels, Shorts, and TikTok-style walkthroughs — dominates social engagement, capturing the majority of buyer attention. Slower, horizontal MLS-style videos still play a supporting role, but short vertical clips consistently outperform every other social content format.
Production quality matters
Why Vertical Videos Should Be Shot Vertically
Not all social media videos are created the same. A true vertical video is filmed specifically for mobile viewing from the very beginning.
Many people assume a social media video can be created by simply cropping a horizontal video into a vertical format. While this may seem like an easy way to save money, the results are often disappointing and can significantly reduce viewer engagement.
When a horizontal video is cropped into a vertical format, most of the original image is removed. Instead of seeing the full room, exterior, aerial view, or property feature, viewers only see a narrow portion of what was originally captured. Important details are often cut off completely because the footage was never framed for vertical viewing.
A professionally produced vertical video is filmed differently from the start. The camera framing, movement, shot selection, timing, and editing are all designed specifically for mobile platforms such as Instagram Reels, Facebook Reels, TikTok, and YouTube Shorts.
With a dedicated vertical production
Rooms remain fully visible
Exterior shots stay properly framed
Aerial footage shows the entire property
Important features remain in view
Motion feels natural and comfortable to watch
Better engagement on mobile platforms
When a horizontal video is converted into a vertical format, editors must constantly zoom and crop into the footage to follow the action. This creates rushed movement, awkward framing, and a less professional viewing experience. In many cases, important parts of the property were never captured within the cropped area at all.
Social media viewers make decisions in seconds. If a video feels cramped, rushed, or difficult to follow, viewers quickly scroll past it. This reduces watch time, engagement, and overall reach.
A dedicated vertical video is not simply a cropped version of another video. It is a completely different production created specifically to maximize attention, engagement, and performance on modern social media platforms.
Horizontal Video
Designed for MLS and widescreen viewing
Wider landscape perspective
Best for websites and traditional displays
Not optimized for social media reels
Cropping removes much of the original image
Vertical Video
Filmed specifically for mobile viewing
Optimized for Instagram, Facebook, TikTok and Shorts
Better framing for phones
Keeps important features in view
Higher engagement potential
More effective social media marketing
The Bottom Line
A true vertical video is planned, filmed, and edited specifically for mobile audiences. While cropping a horizontal video may appear to save money, it often reduces engagement, watch time, and overall marketing effectiveness. A professionally produced vertical video helps showcase the property properly and gives your content the best opportunity to perform on today's social media platforms.
Our recommendation
For maximum exposure, use both video formats. MLS Video Tours provide a complete property presentation, while Social Media Videos help attract attention and engagement on modern social platforms.
Realistic Image Custom Music Library
Custom Real Estate Music Library — Coming Soon
Preview the styles, moods, and pacing we're crafting for property videos. Tracks are short previews only — full versions are reserved for client productions.
New tracks in this style are on the way.
Previews are short, lower-quality clips for demonstration only.
Frequently asked
What is the difference between an MLS Video Tour and a Social Media Video?+
MLS Video Tours are designed to comply with MLS rules and focus on providing a complete property walkthrough. Social Media Videos are designed for mobile viewing, branding, and engagement on platforms like Facebook, Instagram, TikTok, and YouTube Shorts.
Can I use my MLS Video Tour on social media?+
Yes. MLS Video Tours can be shared on social media. However, because they are typically created in a horizontal format, they may not display as effectively on mobile devices as a dedicated social media video.
Can I appear in my Social Media Video?+
Yes. Social Media Videos may include agent branding, contact information, and on-camera appearances by the agent.
