Vertical video (9:16) is exploding on nearly every social media platform, including Facebook, YouTube, Instagram (IGTV) and Snapchat. Producing live vertical content on these platforms is especially attractive to producers since followers can be notified in real-time when events go live. Smart phones have been used for creating vertical content, but there are limitations due to just having a single camera angle. To create more engaging vertical content multiple camera angles with live switching will take your productions to the next level.
Vertical video today is mostly made and viewed on Smartphones. But it also can be made in a professional studio with multiple cameras at the same high level as widescreen content. It would make sense to support both media formats for the majority of video marketing that is created with the intention of social media promotion.
The article dives into 4 reasons why you need to do vertical video, sooner rather than later.
1. It’s better for mobile viewers
When it comes to mobile phone use, vertical is king. Studies suggest that we hold our phones vertically an almost universal 94% of the time whether banking, chatting, calling, scrolling our news feed or – indeed – viewing videos. You wouldn’t expect your desktop or laptop viewers to pick up their screen and physically tilt it in order to watch your video content in full-screen…so why is it a reasonable thing to expect from your mobile viewers?
When trends and features are incorporated into the ‘big’ social media channels, they quickly become established as social media norms. Trends become accepted, and eventually, expected by audiences. Vertical video has now been accepted and rolled out across all the major channels, to the point that horizontal video on mobile now often seems strange and jarring. The tables have truly turned.
Snapchat has Often been credited with pioneering vertical video ads. Facebook News Feed uses vertical video to drive traffic, Instagram News Feed uses vertical video to generate engagement YouTube launched a dynamic video player in its mobile apps that automatically adjusts to content in different aspect ratios, on iOS (December 2017) and Android (March 2018.) Vertical video has become so normalised that it’s even making its presence felt on desktop!
So many, in fact, that marketers should be prepared to include the format into their production book and spend money promoting it on social channels. Advertising the format will be the norm in the very near future.Get started soon and do it often.
Vertical Video Syndrome isn’t going away. So the next time you’re at a concert, don’t be ashamed to hold your phone vertically. You’ll probably get more engagement on it.