As a college junior back in 2014, I was fully engaged in my video production class. The biggest takeaway from the class: Never take vertical videos!
That advice aged horribly.
There was a time when vertical video was the ugly stepchild of the video production world. Professional video creators rejected the notion that anyone could grab their phone and upload quality content. But they are now the gold standard of video production, as more video is consumed vertically via mobile platforms. (Check out a recent vertical spot we did for client show PACK EXPO East.)
Here are a few things to keep in mind as you consider new ways to engage with your customers through vertical video:
Apps are leading the charge. Snapchat, Instagram, Facebook and Twitter (which owns Periscope) encourage their three billion active mobile users worldwide to post vertical video. It fits better on screen and those platforms rarely let users turn and view video in landscape mode anymore (see next tip). Even YouTube, which sees over 70% of views coming from mobile devices, is seeing success: A Hyundai video campaign resulted in a 33% increase in brand awareness when vertical video ran along with traditional horizontal video ads.
Consumers don’t turn. According to a 2018 report from Scientific American, 72% of millennials don’t bother turning their phones to watch widescreen videos. Impact also reports that “smartphone users hold their phone vertically about 94% of the time.”
Vertical outperforms. On Facebook alone, vertical video’s cost per click was 26% less expensive and cost per view was 68% less expensive compared to square video (video that is cropped when viewed vertically and doesn’t use the full vertical screen), according to 2018 Buffer data.
Engagement. Videos that are watched vertically have a dramatically higher completion rate versus videos watched horizontally, according to Impact. Vertical video users are more likely to share content with others.
Aesthetic. Vertical also has the organic feel that brands are looking for, while remaining high quality. This consumer-generated feel to the content makes vertical video more authentic.
In the ever-changing marketing landscape, it’s important to create content that integrates naturally with the host platform and user preferences.
Let us know if we can give you more ideas or help you with your vertical videos.