Should you be shooting vertical video?

What if we told you that 1 in 3 people aren’t willing to rotate their smartphones when watching video content online?

If you’re still shooting landscape format, your message might not be getting across. Our phones have changed the way we consume content. In the U.S., up to 70% of media is consumed via smartphones. Mobile has been a hot topic among marketers for several years now, so this shouldn’t come as a surprise. What should, however, is the extent to which it has shaped consumer behaviour and expectation.

Some vertical video statistics:

  • This year, the amount of video consumed via connected devices will have increased 15x since 2018.
  • Compared to square video, vertical formats engage 4x more people on Facebook and 2.5x more people on Twitter.
  • In 2022, the use of vertical video by brands and advertisers will increase by 50%.
  • Shooting video in vertical format increases its visibility 13.8x on Facebook, pushing the likelihood of someone interacting with your content by 90% vs image-based posts. On Snapchat, vertical videos are watched in their entirety 9 times more often.
  • Social platforms provide the best click-through rates for vertical content, with Facebook and Instagram leading the way due in part to their story features.
  • 62% of users on social media said that learning about a product via stories increased their purchase interest.

Get the most out of new video formats.

Back at the end of 2021, Instagram merged its IGTV format with its in-feed videos. This change highlights how vertical video formats are beginning to become the norm in our smartphone focused society. In making this change, the platform removed its 60-second limitation on content length. Now, videos on the platform can be up to 60 minutes. Reels remain an exception, where videos still retain the limit and sit within their own section. However, this newly unlimited video format offers excellent potential for brands looking to tell more detailed stories on the social platform.

What makes vertical video so compelling for brands?

Video content on social platforms can attract up to 49% more engagement than static posts. Achieving this share of attention land grab can mean a good chunk of additional change for businesses that get it right.

Taking advantage of the range of formats offered by Tik Tok and Instagram means you can share anything from bite-sized snippets via stories to in-depth high production value stories via longer-form pieces.

For brands used to sharing longer-form videos on platforms like YouTube and Facebook, where landscape content has been the norm, these new formats present an opportunity to tell those rich stories on these other networks.

Real success lies in making that content feel as native as possible on these alternative platforms. For the likes of Instagram and TikTok, that means going vertical.

Leverage the accessibility of vertical video.

One of the great things about producing for platforms like Instagram and TikTok is the ability to harness the power of the smartphone in producing content. Where more traditional formats lend themselves to high-level productions, compelling vertical content can be created with the smartphone in your pocket.

Smart ideas can look great with the cameras embedded into the devices we carry around with us daily. There is a watch out to consider here, though. While smartphones have made shooting video accessible, your audience still expects what you create to be underpinned by clever thinking and creative execution.

We recommend striking a balance between quick format video that gives your audience insight into the workings of your brand with content that retains a high production value. Shifting your content strategy too far in either direction can result in either feeling too polished and aloof or de-valuing your brand if your content feels too rough and ready.

Experiment with vertical video’s tower of power.

Here are a few ideas you can experiment with in your content strategy:

  1. Show off your product or service in context.
  2. Shoot how-to or explainer videos.
  3. Provide access to behind the scenes content your audience can’t get elsewhere.
  4. Start a dialogue with live Q&A sessions.
  5. Tap into audience engagement to leverage the power of user-generated content.

Unsure where to begin?

At Even, we specialise in working closely with brands to produce social video productions that generate results. Our team has experience working with some of the world’s most iconic and compelling lifestyle brands. If you’re looking to get a head start with your next video production, get in touch with our team to see how we can work together to grow your brand with incredible social video.