The surge of vertical videos is undeniable, and brands must embrace it before they get left behind.
Let’s start with an experiment.
Right now, whip out your phone and look at the last video you recorded.
Chances are, you held it upright, capturing the moment in all its vertical glory. You wouldn’t be alone, as studies reveal that 94% of the time, we hold them vertically. It feels natural and aligns with smartphone ergonomics.
This simple act highlights a significant shift in the media landscape that is even now being overlooked.
In the early days of moving pictures, there was no standard aspect ratio. Filmmakers experimented with various ratios until 1930 when Hollywood established a consensus: the horizontal shot.
This standardisation allowed for mass distribution and became the norm for decades.
However, in recent years, the rise of mobile phones and the explosion of Snapchat in 2011 challenged this long-standing consensus. Our phones have become the primary tools for shooting and consuming videos.
The dominance of vertical videos on mobile devices is reshaping the way we capture and consume visual content. It has become the new norm, defying traditional horizontal conventions.
This shift carries significant implications for marketers and brands looking to connect with their target audience in a mobile-driven world.
Incorporating vertical videos into your marketing strategy is no longer a choice; it's a strategic imperative.
In this article, we will explore five compelling reasons why you should embrace vertical videos and integrate them into your marketing strategy, starting yesterday.
Mobile devices have revolutionised the way we consume content, and this trend shows no signs of slowing down.
With more than 3 in 5 YouTube video views occurring on mobile devices, it is crucial to adapt your marketing strategy to cater to mobile users.
Vertical videos align perfectly with the way people hold and interact with their mobile devices, providing a seamless and immersive viewing experience.
By embracing vertical videos, you can optimise your content for mobile consumption and reach a wider audience.
Vertical videos have demonstrated their ability to skyrocket engagement on popular social media platforms such as Instagram and TikTok.
An enlightening study conducted by Buffer revealed that vertical videos on Instagram boast an engagement rate that is 2-3 times higher than their horizontal counterparts.
The vertical format occupies more screen space, making it visually appealing and attention-grabbing.
The more space you take up on the screen, the less likely our audience is to be distracted by other encroaching content.
This leads to longer viewing times, higher completion rates, and more likes, comments, and shares.
Social media platforms continually refine their algorithms to provide users with the best possible experience. One crucial factor that algorithms consider is user engagement.
As a result, many social media platforms, including Instagram, Snapchat, and TikTok, prioritise vertical video content due to its superior user experience on mobile devices. By leveraging vertical videos, you can improve your visibility and reach within the social media feeds of your target audience.
This favorability from algorithms can significantly enhance your brand's exposure and help you connect with a larger audience.
Staying up-to-date with platform trends is essential to maintaining a relevant and effective marketing strategy. As mentioned above, many popular social media platforms have embraced the vertical video format as the standard.
For example, Instagram Stories, a feature with over 500 million daily active users, is predominantly designed for vertical videos. By incorporating vertical videos, you can seamlessly align your content with platform trends, ensuring that your brand remains visible and connected to the latest social media culture.
This adaptability demonstrates your brand's understanding of current trends and enhances your overall digital presence.
User-generated content (UGC) has gained immense popularity as it fosters authenticity and builds trust among consumers.
Vertical videos seamlessly integrate with UGC, making it easier for users to create and share videos in their natural orientation.
By encouraging users to create vertical videos related to your brand, you can harness the power of UGC and amplify your reach through user-generated content campaigns.
This approach not only enhances your brand's authenticity but also fosters a sense of community and engagement, driving organic growth and brand advocacy.
As your customers' habits evolve, you must adapt and incorporate new strategies to stay ahead of your competition.
Vertical videos have emerged as a powerful tool in the marketing arsenal, offering unique advantages in terms of mobile optimisation, higher engagement rates, social media algorithm favorability, platform trend adoption, and seamless integration with user-generated content.
By including vertical videos in your marketing strategy, you can effectively connect with your audience, enhance brand visibility, and drive meaningful engagement.
Embrace the power of vertical videos today and unlock the full potential of your marketing efforts.
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