A vertical video is essentially just a video that was meant to be viewed in the portrait mode as opposed to the landscape mode. The images in a vertical video are typically taller than they are wide. This is a break from the tradition of horizontal video formats, which have been normalized over the years by movie theaters and television screens. Initially, vertical videos were largely avoided by content creators as they did not fit the traditional aspect ratio of established motion picture formats, as a result of which blank spaces appeared on either side of the main image.
However, the growing popularity of mobile video apps such as Periscope and Snapchat have forced video creators and marketers to reconsider their stance on vertical videos. As these video apps make use of the more mobile-friendly portrait mode, vertical format videos have become more and more popular with viewers and consumers over time. Today, vertical videos are largely supported by all social media platforms including Facebook, YouTube, and Twitter. Thus, capturing and shooting vertical videos can be a good way of enhancing your video marketing strategy.
Most people access social media during the spare moments of their busy day-to-day lives. People are likely to browse through their Facebook and Twitter feeds during their lunch break at work, or during their daily commute. Usually, people don’t have access to a desktop at these times. Therefore, a majority of viewers watch social media videos on their smartphones.
Mobile phones were originally designed for the purpose of making calls. As such, their default aspect ratio is vertical. Most users, therefore, watch online videos vertically, and only a few of them go for a horizontal view, even when watching a video that was meant to be watched horizontally. With this rising vertical video trend driven by smartphones, companies must start adjusting their content creation strategies in order to stay relevant.
Social media platforms spend all their time and money trying to figure out ways to engage users online for longer periods of time. As mobile phones become more and more popular, all the major social networks have designed and released apps that are mobile-friendly and come with simple yet intuitive user interfaces. If you consider for a moment, you will notice that most people hold their phones upright, in a vertical manner.
Holding the phone vertically makes it easier to type and access different features in a more natural and intuitive way. Therefore, popular mobile-optimized social media sites like Facebook, Twitter, Instagram, and Snapchat favor vertical videos as they do not inconvenience the users in any way and do not require them to turn their phones around in order to get a full-screen view.
The best vertical videos not only offer a superior user experience but also leads to better results in terms of lead generation and conversion. Vertical videos ensure better engagement and higher viewership numbers. Digital marketing specialists claim that vertical videos are both more convenient and more attention-grabbing from the perspective of viewers, particularly those using mobile phones. This combination is precisely what a business requires for making an advertisement successful.
Vertical videos do not leave any blank space on the screen, even when the phone is being held upright. This ensures that there are no distractions and the viewer can concentrate fully on your videos. Therefore, it’s easier to highlight your product, service, or brand while using vertical format videos. When watching this type of video, the viewer will not be exposed to any other content or comment on the screen, which might pique their interest and draw their attention away from your brand.
People don’t really want to put in an effort when browsing Facebook or clicking through Instagram. It is their leisure time, and they tend to prefer passive consumption over active participation when scrolling through social media. Therefore, viewers are quite likely to avoid a video completely that requires them to turn their phone around and hold it sideways for the entire duration of the video. This is why vertical videos are preferred by viewers, as they do not require any maneuvering and are simple and straightforward to watch.
These are some of the reasons why you should definitely consider opting for vertical videos when it comes to creating your content marketing strategy in the future. This minor shift in your video marketing strategy will help you enhance user engagement, lead generation, and conversion rates, thus improving the profitability of your business, significantly.