Vertical Storytelling
The era of vertical video
Historically, videos have been shot and consumed horizontally but one thing that’s certain in marketing is that consumer behaviour is constantly evolving. Recently, there has been a spike in the popularity of vertical videos, largely owed to the increasing number of smartphone users who prefer to shoot and consume videos vertically. Now, there is no profound scientific reason for this other than the fact that mobile device users would rather not turn their phones horizontally. That’s it.
This fact is easier to grasp when you consider that mobile devices are built to function vertically. All the apps and features we use on our devices function vertically. So why should videos be any different?
In the past, vertical videos were viewed as amateurish and lacking a certain formality so it was unfounded for brands to use them in their marketing efforts. But with new statistics showing that 57% of video views are on mobile devices and 94% of the time, users operate mobile devices vertically, it has become increasingly difficult for brands to ignore this trend. Little wonder, big-name brands like Adidas, Mercedes Benz, Spotify, National Geographic and a few others are investing in vertical video content. Notably, Mercedes Benz’s vertical video ad campaign run on Instagram reached 2.6 million people, generating a nine-point increase in ad recall. With industry leaders joining the trend and seeing favourable results, you can expect other brands to follow suit.
So what does all this mean for your brand?
It presents a unique opportunity to reach your audience in a unique and massively effective way.
According to Facebook Business, 65% of consumers consider brands that advertise with vertical video ‘more innovative’ and 79% of ‘novice video consumers’ prefer the vertical format and consider it more engaging.
Digital advertising company, Media Brix, found that using vertical videos can also result in better watch time. They found out that viewers only complete about 14% of horizontal videos while vertical videos see a 90% completion rate. Vertical videos are truly all the rage.
When you also consider the fact that the social media platform, Snapchat (arguably the pioneer of the vertical video format), has most of its 186 million daily, active users sharing and consuming vertical videos, it really puts things in perspective. And it’s not just Snapchat. Facebook, Instagram and Whatsapp stories also embrace the vertical video format. Stories now have 400 million daily users.
And it’s not just about joining a mainstream trend, the numbers are astronomical too. There is evidence that vertical videos perform 9 times better than horizontal videos. On Wibbitz, a platform to create automated videos, the usage of vertical videos showed a 130% increment on views and 4 times more engagement on Facebook and 2.5 times more on Twitter.
Soon, it will no longer be expected of brands to reach the audience through vertical videos, it will be required.
Finally, this is not to say that vertical videos would render horizontal videos obsolete. I doubt I’d be watching any blockbuster Marvel movies in vertical video format anytime in the near future. I am only making a case for adapting to changing consumer behaviour. The numbers suggest that vertical videos present a unique opportunity for you to get your message across to your audience effectively.