If your event didn’t trend on social media, did it even happen?
In 2025, smart event planners aren’t just designing for the guests in the room. They’re designing for the people watching from a phone. And that means one thing: your layout needs to prioritize content that performs in a vertical world.
The 9:16 format isn’t just for TikTok teens anymore, either. It’s the dominant frame for brand storytelling, influencer partnerships, and post-event hype. And if your space doesn’t deliver that scroll-stopping content naturally, you’re missing out on massive organic reach.
Here’s how top planners are designing every inch of their events for vertical (and square) content first–and how you can, too.
Why Vertical Is the New Default
Look around any event. What’s everyone holding? A phone tilted upright.
Vertical video (9:16) is the native format for:
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- Instagram Stories and Reels
- TikTok
- YouTube Shorts
- Facebook Stories
- Snapchat
Meanwhile, square content (1:1) still dominates feeds and brand grids. If your activities aren’t optimized for those frames, they get cropped, ignored, or skipped entirely.
Think Social-First in the Design Phase
Before you build the floorplan or sign the venue contract, ask:
Where will people shoot content?
What does this look like in a photo frame?
Here’s how to answer those questions with layout:
Eye-Level Impact
Design focal points at standing height, not stage height. Whether it’s signage, floral installs, or digital screens–what people see in their phone camera is what they’ll share.
Close Quarters = Better Framing
Smaller, tighter activations (think 6x6 or 10x10 areas) fill the vertical frame better than wide panoramas. Use fabric walls, backdrops, or lighting to create vertical “content nooks.”
9:16-Ready Layout Techniques
Want guests posting Reels before dessert is served? Build for it.
Photo Trap Stations
Design 3-5 content zones across your space, each with
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- Vertical signage or neon text
- Consistent lighting (no overhead washouts)
- Clean, branded backgrounds
- Props or prompts that guide interaction
Make sure they can film solo or in pairs–and avoid clutter behind the shot.
Vertical Movement = Scroll Candy
Plan for movement that fits the frame:
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- A balloon drop behind a solo pose
- Mirror tunnels that stretch the vertical perspective
- A roaming performer walking toward the camera
These read beautifully on TikTok and invite reposts.
Square Content, Too? Still Matters.
Not everything is vertical–and brands still want grid-worthy content. Think in symmetry:
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- Overhead floral installs? Add a square-shaped lounge set beneath.
- Fancy cake? Position it on a mirrored table with even side lighting.
- Merch walls? Arrange items in a centered, balanced composition that fits 1:1.
For square-friendly shots, think centered, clean, and scroll-stopping.
Strategic Placement for Natural Content Capture
Light It Like a Studio
Use diffused lighting across your activity zones so guests always look good–no ring lights are needed.
Block Distractions
No trash cans, A/V gear, or exit signs behind your photo moments. Either hide them or design around them.
Add Framing Cues
A-frame mirrors, arches, floral circles, LED tunnels–these naturally guide people to center themselves in the frame, making every geist a content creator.
Turn Guests Into Your Media Team
Your layout should make content creation so easy that people don’t even think–they just post.
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- Offer a “content concierge” or roaming photographer
- Incentivize UGC: “Tag us to win VIP upgrades.”
- Create a branded Story template guests can remix from your website
When your layout meets your marketing goals, your event becomes a campaign machine.
Design for the Frame, Not Just the Floorplan
In 2025, designing events means designing content. And content lives in vertical scrolls and square feeds.
So, step into your next venue and tilt your phone before you place the tables, the lights, or the installations. If it doesn't look good in 9:16, it’s not going viral.
Want to meet the content-first creators and brands shaping NYC’s most shareable events?
Reserve your space and booth at The Event Planner Expo 2025 this October and discover how the pros design for the scroll–and own the feed.
