Vertical Videos are not just a trend
Videos used to be produced horizontally because it’s the perfect format for streaming them on TV, computer or laptop. But since the world has gone mobile, there have to be some changes in video production in general.
Most of us use their smartphone every single day, it is a constant companion in our daily life, and we don’t want to think about how it would be without it. You can quickly reply to an email, do a spontaneous web search, without having to boot-up a desktop. Moreover, according to a study published by the BBC in 2018 the average daily time spent on a smartphone is 2h 28 min, rising to 3h 14 min for 18 to 24-year-olds.
This leads to a huge potential for video marketing on mobile devices. Especially since social media apps like Snapchat and Instagram generate more and more users, you can easily advertise on these platforms.
In fact, we are lazy. The consumers are lazy. We don’t want to have to turn our phone every single time we want to watch a short video. People nowadays hold their phone upright 90 percent of the time. Consumers are turning their mobile device less frequently to view photos and videos in full-screen format.
That’s the reason, content for these apps is primarily taken vertically because it is just easier and you can generate the same output with less effort, as Social Media is embracing the format.
For marketers that may sound like bad news at first. Video is already an expensive and time-consuming content format. The outcome of the new vertical world is that a second use becomes way more difficult than it was before because you have to adjust to a new format. As a result, this trend is forcing mobile videos to be seen as a serious topic.
But there is good news. Vertical videos for mobile devices work better when they don’t have the length and quality of a movie. Short, catchy and authentic are the key characteristics you should pay attention to.
So why should you start using vertical videos?
First of all, it takes less effort to produce vertical videos. It doesn’t have to be a high-quality video production. Secondly, new markets will be exclusively mobile and so you can easily excess these. In addition, social networks are mobile friendly and vertical videos are intuitive for the recipient. And did you know that 3 out of 5 videos are watched on smartphones?
Where should you start publishing vertical videos?
Instagram: Instagram Stories generate 250 million active users each day. That is nearly half of Instagram’s total number of active users. It is created for easy vertical video content in 9 seconds. In contrast to the Stories function, IGTV is designed to deliver a longer vertical video format.
YouTube: The second biggest search engine has a huge history in horizontal videos but is starting to adapt the “trend”.
Snapchat: Since Instagram and Snapchat have similar functions, you have to know your target group. If you want to address teens, snapchat is your perfect platform.
Facebook: Vertical video ads have a 3x more efficient CPM rate compared to squared videos on Facebook.
Vertical Videos are not just a trend, they are the future. If you want to be seen as an innovative company you should definitely consider starting to use vertical videos as part of your marketing.