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Why use Vertical Videos?

The way we consume content has changed dramatically. It has become increasingly common for mobile users to scroll through their online feeds vertically. In fact, 94% of us do it, to be exact. As a result, content creators and marketers have had to adapt their strategies to create visually appealing and easily digestible content optimised for mobile viewing to reach their target audience and increase engagement effectively.

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What is a Vertical Video?

Vertical video refers to a video format where the aspect ratio (the proportion of the width to the height) of the video is taller than it is wide. This format is typically used for videos that are shot with the intention to be consumed on mobile devices, as it is optimised for the vertical scrolling behaviour that is common on smartphones. Vertical videos are used commonly for social media platforms such as TikTok, Instagram, and Snapchat.

Brands that are using Vertical Video to market their business

Businesses are using vertical video to market themselves because it is well-suited to the way people consume video content on mobile devices. Vertical videos increase engagement as users will like, comment and share them across various platforms extending your business reach.

A good example of a well known brand using vertical video is National Geographic, who use their Instagram Reels to let it’s followers experience the world up close and personal. Not only do they take you on adventures, but they also introduce you to different animals.

Additionally, vertical videos take up more screen space on mobile, making them more eye-catching and attention-grabbing. They are well-suited to social media platforms, which are increasingly used as a primary means of video content distribution by businesses all over the world trying to sell their products or services. Many social media platforms such as TikTok, Instagram and Snapchat are optimized for vertical videos, making them more engaging for users.

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What is vertical video content?

Vertical video content can be used for shooting products, behind the scenes, and storytelling. These types of videos are usually short-form, offering well-structured and fast information, getting your message across to the user and holding their attention before they continue to scroll. According to LearnHub, video content is 1200% more successful than other marketing content. As video continues to be the most engaging form of online content, any business owner who wants to stay on top of the marketing game should be mindful about what types of videos will be successful.

User generated content is another example of vertical video content, where customers create their own content of your products or services, and share them on their social media profiles, and therefore reaching more people exponentially and getting your brand out to a wider audience.

Not all video content is suitable for vertical orientation, so it's important to keep in mind that the vertical format may influence the way you shoot, edit, and produce the video, so it's important to consider that while planning the video content.

What results can I typically see from using vertical videos?

There are several benefits to using vertical video in your marketing strategy. One of the main perks of using vertical video format is that you will see increased engagement from your audiences, allowing them to interact much easier with those vertical videos. It also helps you stand out from the competitors, as this change in video format from horizontal to vertical has only been around for the last few years, and not everyone is wised up to it right now. They can also be cost effective in certain situations with them being much shorter in length, and having a clear message and direction to engage your target audiences.

The top social platforms and some of the world’s biggest brands are getting involved with vertical video, especially with how the statistics are demonstrating the increasing popularity in watching content that is in a vertical format.

It's worth to keep in mind that results may vary depending on the industry, the target audience and the type of content, but overall, vertical videos can be a very effective marketing tool, especially for mobile-first industries and younger audiences. 

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