The emergence of vertical video
Opportunities and tips for advertisers
The rapid evolution of digital content consumption has introduced new ways to capture the attention of internet users. Among these innovations, vertical video has emerged as a major trend.
Popularized by social media platforms like Instagram, Snapchat, TikTok, and more recently YouTube Shorts, vertical video offers new opportunities for advertisers to reach their audience in a more engaging and immersive way.
This blog post explores the rise of vertical video, its advantages for advertisers, and offers practical tips to maximize its potential.
The rise of vertical video
A paradigm shift
In the early days of video, capture was done in horizontal format, a legacy of cinema and television. However, the rise of smartphones has changed this norm.
The majority of users hold their phones vertically, making horizontal videos less intuitive to watch without turning their devices.
Statistics and trends
According to recent studies, more than 94% of smartphone users hold their devices vertically.
Moreover, research shows that vertical videos have better audience retention and higher completion rates than horizontal videos on mobile.
Snapchat was the pioneer with its vertically formatted Stories, quickly followed by Instagram and TikTok, which have since become the go-to platforms for consuming “snackable” and immersive video content.
Opportunities for advertisers
Greater commitment
Vertical videos occupy the entire screen of a smartphone, providing an immersive visual experience.
This more effectively captures the user’s attention and reduces distractions. For advertisers, this means a higher likelihood that the advertising message will be seen and remembered.
Native format for popular platforms
Social media platforms are increasingly favoring vertical video content. Instagram Stories, Reels, and IGTV, TikTok, Snapchat, as well as YouTube Shorts, are all designed for this portrait format.
Vertical video ads integrate seamlessly into content feeds, appearing natively to users and thus boosting engagement.
Better audience retention
Studies show that users are more likely to watch a vertical video until the end compared to a horizontal video.
This better retention is valuable for advertisers looking to deliver a complete and impactful message.
Tips for advertisers
#1
It is essential to create videos specifically designed for the vertical format rather than simply cropping horizontal videos.
Think about the composition, placing important elements in the center of the screen. Also, use text and graphics adapted to the vertical format to maximize readability.
#2
The first few seconds are crucial for capturing the user’s attention.
Start with a strong opening that sparks curiosity or emotion. Smartphone users tend to scroll quickly, so it’s important to hook them right from the start!
#3
Vertical videos need to be concise. Social network users prefer quick, digestible content.
Try to keep your videos to 15-30 seconds to maximize engagement.
#4
Integrate clear calls to action. Whether it’s to visit a website, download an app, or sign up for a newsletter, CTAs need to be well integrated into the video and easy to understand.
#5
As with any advertising campaign, it’s important to test different approaches and analyze the results to optimize performance.
Use analysis tools right from the start of campaigns to understand what works best, and adjust your strategies accordingly.
#6
Platforms like Instagram and TikTok offer interactive features such as polls, quizzes, graphics and augmented reality filters.
Integrate these elements natively to make your videos more engaging and interactive, increasing audience engagement.
Conclusion
The emergence of vertical video represents a significant opportunity for advertisers.
By adapting their strategies to take advantage of this format, they can more effectively capture the attention of their target audience, increase engagement and improve audience retention.
By following practical advice and learning from the successes of others, advertisers can maximize the potential of vertical video and successfully achieve their marketing objectives.
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