How Vertical Video Is Changing Visual Storytelling In Marketing
By Mike Hauben
It’s easy to cringe at first glance upon seeing a video shot in a vertical perspective. After all, we’ve viewed videos our whole lives in the standard horizontal, 16:9 aspect ratio. However, vertical is starting to become the new default. Smartphones now driving the majority of video views, and many of the apps and social media platforms are now supporting (or encouraging by default) videos in vertical landscapes.
For example, Snapchat videos are always in vertical portrait mode. So are Instagram Stories and Facebook Live by default. In fact, it’s estimated that 96% of mobile video views are in vertical format!
In fact, Youtube this year announced that vertical video is here to stay with native support for the first time.
When we’re sitting in front of a screen like a TV, it’s almost certainly landscape. But smartphones are really starting to mix things up.
Why Vertical Video Matters: It Converts More Customers.
If you’re building video content with the goal of promoting a jewelry brand on social media, you’ll want a vertical format. Medium wrote a fantastic article explaining how much better vertical video converts customers vs horizontal videos (among other pros). They observed 9x better success with vertical videos. One of the main reasons? The video fills the entire screen, fully immersing the viewer in the experience without having to change their phone orientation.
Vertical video won’t ever be an appropriate format for sitting in a movie theater, but it’s here to stay for mobile marketing opportunities.