As mobile devices dominate the way we consume content, vertical video has become a game-changer for businesses aiming to engage their audience online. Platforms like TikTok, Instagram Reels, and YouTube Shorts have made this format essential for reaching mobile users effectively. We’ll explore why vertical video is on the rise, how it benefits businesses, and the best strategies to create captivating content adapting to mobile audiences.
Why Vertical Video Works for Mobile Audiences
Everything about smartphones and tablets has been designed to be as simple for the consumer as possible, and vertical videos fit into the designs of these products perfectly. A full screen of content captivates the viewer, resulting in more engagement than a square or landscape post viewed on a phone.
The Growing Popularity of Vertical Video
Platforms such as TikTok, Instagram Reels, and YouTube Shorts rely on vertical videos for success. TikTok is immensely popular, and even after introducing options to upload other video aspect ratios, the vertical 9:16 format proves to be the most popular option when influencers create their content. Instagram and YouTube have been favouriting vertical videos that mimic the success of TikTok, causing a shift in algorithm.
In our opinion, a vertical video posted on the most popular social media platforms, mixed with hashtags, marketing, and promotion, is pretty much a recipe for brand success. The big companies are showing that vertical is overtaking landscape, and consumers are all in.
Benefits for Businesses
Vertical content statistically results in higher audience retention. Mixed with eye-catching visuals, the seamless fit of the aspect ratio on user’s phones will get their attention.
Vertical videos target younger, tech-savvy consumers, such as Gen Z, who love using TikTok and Instagram. If your company wants to target a younger audience, try vertical video for your promotions and watch the numbers soar.
Often, vertical aspect ratios are reserved for short-form content. Even with popularity, you don’t want to watch a whole TV episode in 16:9! Vertical videos are almost always no longer than a few minutes. That being said, short-form content requires less time, effort, and money, making vertical video more cost-effective than traditional videos.
Cost-effective, easy, and a proven way to grow your brand’s customer base… what more could you want?
Content Ideas for Vertical Videos
Don’t know what to film? There’s many ways to utilize vertical video for mobile audiences. If your team needs help, you can always talk to a local production company that can help you film content.
Grab your phone and shoot some behind-the-scenes footage, vertically of course. Edit the footage together for a raw and authentic piece of branding material to connect your audience.
Our experience shows quick tutorials or product demos can be filmed successfully using a phone or camera on a tripod. These short-form instructional videos can help customers with simple questions or tasks they may have about your product or service.
If you have partnerships, sponsors, or affiliates, they can create vertical videos for you promoting your brand. Think about what you’re looking for from their promotional video, and discuss those guidelines. Their content should be helping and promoting your brand naturally, and be catchy enough to grab the attention of a potential new customer.
Best Practices for Creating Vertical Videos
When filming vertical videos, your phone is often the easiest tool for the job. Make sure the cell phone you are using has a high-quality camera and frame rate. Newer phones are better for high-quality footage, but if your phone is a few years old, it probably works just fine for the job. You can also use a DSLR camera turned on its side instead of a phone for even higher-quality footage.
A tripod or stabilizer is needed for steady shots. You may want to consider an external microphone for your phone or camera for better quality audio. Make sure your shooting location is well lit, or put up a few LED lights for a brighter room.
You may want to assign a select few colleagues for video projects, or hire a production company to help. By using the same group every video, your content will stay consistent and reflect your brand’s identity better.
Upload the footage to a video editor. You can get apps on your phone, or use computer software. Utilize copyright-free music and text effects. Music sets the mood, and short text blurbs can provide any important information not mentioned in the recordings. When exporting the video, pick the quality that will best work on the platforms you are uploading to. Sometimes, this isn’t necessarily the highest quality available, so research what works best on different platforms without compressing your files.
Remember, keep your videos short. As engaging as vertical video can be, it’s designed for the trendy, on-the-go consumer who won’t want to spend more than a few minutes on a single post.
Adapting Existing Content
Do you already have a plethora of landscape ratio videos that have done well? Try repurposing them as vertical videos. By using a video editing software, you can keep the quality of your videos while updating the aspect ratio for social media.
One way to do this is by “cropping” your video. Cropping involves cutting off the sides of your horizontal video to fit a vertical frame. It’s an approach that works well if the main content is centered for the majority of the video, if not all. This is a simple and quick adjustment to create a vertical video out of a horizontal one.
You can also use a vertical “background” for the video. Placing your horizontal video onto a vertical background keeps the original video intact while filling the extra space with a background image or colour. This way, you maintain the full content of the video and can add a design element to the border if desired.
Adapting to Mobile Audiences
Vertical video has become a must-have for businesses looking to connect with mobile audiences. By embracing this format, you can create highly engaging, cost-effective, and versatile content. Whether you’re filming tutorials, behind-the-scenes footage, or repurposing existing content, vertical video helps you meet your audience where they are—on their phones. With the right tools, techniques, and creativity, businesses can use vertical video to boost engagement, build brand awareness, and stay ahead in the fast-paced world of online marketing.