The Epic Rise of Vertical Video
By Stanley Meytin
Vertical Video is What’s Up (get it?)
Things weren’t always so peachy for vertical video. Before it became the most important trend in video content, verticle video was considered a technological faux pas.
We can date the turning point of mobile video orientation to the rise of Snapchat. More than 7 billion video clips are viewed daily on the app, the majority of which are vertically filmed. In fact, on Snapchat vertical video ads are watched all the way through 9 times more often than landscape ads. In 2016 Huffington Post reported that vertical viewing now accounts for 29% of view time, compared to 5% just five years ago. Even Facebook content teams are pushing for the production of videos specific to smartphones because 54% of users are mobile.
It all makes sense. Think to yourself, when you are at a concert or football game and go to film, what direction are you holding your phone in? I can confidently answer that question without knowing anything about you.
Research shows we hold our phones vertically 94% of the time. Vertical video allows us to capture footage the same way we naturally use our phones. The platforms we all frequent are becoming more and more conducive to a lifestyle we’ve always lived.
Now, we aren’t saying that you should grab your phone, click record and hope for the best, but vertical video is definitely the way to go. As people swipe through content at the rate that they currently do, it is important that you produce something that stops their finger from swiping one last time. It is imperative to produce relevant and authentic content, but if your audience isn’t captivated it’s all for nothing. A successful vertical story starts with something attention-grabbing.
Using our own expertise and research, we provide you with the best practices for vertical video filming.
Shoot Video for Specific Platform
Know where to post. No one is going to sit on Snapchat and watch a half hour video on how to properly peel a potato. Snapchat is for the quick, click-baity, brain-cell killing material we all know and love. If I am deep in the black hole that is YouTube, then yes, I may dabble in a 30-minute potato peeling video.
Avoid Repurposing your Video Across Different Channels
Instead of posting the same video on your Instagram Story that you just posted on Snapchat, create something new! Odds are the people watching your Story have already seen your Snapchat video and will swipe away if they see a re-run. Creating exclusive content makes your brand stand out and keeps your audience engaged.
Keep Video Short
I am sure many of you are familiar with the phrase “short and sweet.” This applies to many aspects of life, vertical video included. It’s an effective way to tell your story and focus on your objective. The people viewing vertical video are using their mobile device and are most likely on-the-go. Mary Meeker’s 2016 Internet Trends report found that a 10-second Snapchat ad for Spotify delivered a 30% lift in subscription intent and was twice as effective compared to typical mobile channels.
Zoom in on Details
Have someone film you. When working with vertical video there isn’t time to establish a scene with depth compared to horizontal video. In addition, your audience is accessing this content from a mobile device whose display size is relatively small. It is important to hone in on your subject immediately and have a clear picture.
BONUS: Centering Text
Like we mentioned in our recent blog post – Top Video Trends Q3 of 2018 – text is everything. The majority of viewers are watching their videos without sound and need text to keep them engaged. Make sure to center your text so it does not get cut off on a vertical display. Check out this link for advice on how to make the best vertical video for Instagram’s IGTV.
Make sure to ALWAYS tell a story and leave viewers with something to remember. Don’t rush to post – edit your video! Selfie video is great if you’re The Rock, but you’re probably not, so try and have someone film you. Know your audience and their expectations, then vary the length and message of your content to capture their attention.
By Stanley Meytin
Vertical Video is What’s Up (get it?)
Things weren’t always so peachy for vertical video. Before it became the most important trend in video content, verticle video was considered a technological faux pas.
We can date the turning point of mobile video orientation to the rise of Snapchat. More than 7 billion video clips are viewed daily on the app, the majority of which are vertically filmed. In fact, on Snapchat vertical video ads are watched all the way through 9 times more often than landscape ads. In 2016 Huffington Post reported that vertical viewing now accounts for 29% of view time, compared to 5% just five years ago. Even Facebook content teams are pushing for the production of videos specific to smartphones because 54% of users are mobile.
It all makes sense. Think to yourself, when you are at a concert or football game and go to film, what direction are you holding your phone in? I can confidently answer that question without knowing anything about you.
Research shows we hold our phones vertically 94% of the time. Vertical video allows us to capture footage the same way we naturally use our phones. The platforms we all frequent are becoming more and more conducive to a lifestyle we’ve always lived.
Now, we aren’t saying that you should grab your phone, click record and hope for the best, but vertical video is definitely the way to go. As people swipe through content at the rate that they currently do, it is important that you produce something that stops their finger from swiping one last time. It is imperative to produce relevant and authentic content, but if your audience isn’t captivated it’s all for nothing. A successful vertical story starts with something attention-grabbing.
Using our own expertise and research, we provide you with the best practices for vertical video filming.
Shoot Video for Specific Platform
Know where to post. No one is going to sit on Snapchat and watch a half hour video on how to properly peel a potato. Snapchat is for the quick, click-baity, brain-cell killing material we all know and love. If I am deep in the black hole that is YouTube, then yes, I may dabble in a 30-minute potato peeling video.
Avoid Repurposing your Video Across Different Channels
Instead of posting the same video on your Instagram Story that you just posted on Snapchat, create something new! Odds are the people watching your Story have already seen your Snapchat video and will swipe away if they see a re-run. Creating exclusive content makes your brand stand out and keeps your audience engaged.
Keep Video Short
I am sure many of you are familiar with the phrase “short and sweet.” This applies to many aspects of life, vertical video included. It’s an effective way to tell your story and focus on your objective. The people viewing vertical video are using their mobile device and are most likely on-the-go. Mary Meeker’s 2016 Internet Trends report found that a 10-second Snapchat ad for Spotify delivered a 30% lift in subscription intent and was twice as effective compared to typical mobile channels.
Zoom in on Details
Have someone film you. When working with vertical video there isn’t time to establish a scene with depth compared to horizontal video. In addition, your audience is accessing this content from a mobile device whose display size is relatively small. It is important to hone in on your subject immediately and have a clear picture.
BONUS: Centering Text
Like we mentioned in our recent blog post – Top Video Trends Q3 of 2018 – text is everything. The majority of viewers are watching their videos without sound and need text to keep them engaged. Make sure to center your text so it does not get cut off on a vertical display. Check out this link for advice on how to make the best vertical video for Instagram’s IGTV.
Make sure to ALWAYS tell a story and leave viewers with something to remember. Don’t rush to post – edit your video! Selfie video is great if you’re The Rock, but you’re probably not, so try and have someone film you. Know your audience and their expectations, then vary the length and message of your content to capture their attention.
What story would you like to share?
Whether you want to launch an idea, spark a movement or simply get people talking about what you do, you have one shot
at delivering your message in a way that matters. Let’s make sure you do it right.
Leave a Reply