# 16 · Video · 9:16

**PRINCIPLE** — Built for vertical; the subject leads.

**RULE** — Use the 9:16 grid: platform UI 0–240 and 1540–1920 px empty; top info 260–520; subject 540–1160; lower third 1180–1330; subtitles 1340–1520; right rail clear. Video type scale and caption modes A/B/C. No branded intro before the hook; end cards A–E.

**WHEN TO USE** — Reels, TikTok, Stories, vertical ads, UGC, talking heads, tours.

**WHEN NOT TO USE** — 16:9 corporate (uses the 16:9 sheet).

**DO**
- Subtitle every video
- Design the cover

**DON’T**
- Text in platform UI zones
- Karaoke captions
- Permanent watermarks

**EXAMPLE** — See board Video system (14), Reel kit (15), sequences (16).