Content strategies occupy the cornerstone of any marketer’s secret recipe for success. In order to succeed, however, staying ahead of the latest trends is a must and here, vertical video marketing is becoming hard to ignore.
Not sure what the fuss is about? It’s simple – the reign of horizontal videos is dying a rapid and timely death. Simply put, users are increasingly unwilling to flip their phones to watch almost any kind of content.
At a time where 57% of the videos played, worldwide, are on our smartphones, this trend is anything but surprising. Instagram’s IGTV feature has also propelled this trend to the stardom it has achieved today.
So, why are the best marketers incorporating this trend and packing in some serious punch to their content marketing strategies? Let’s find out.
Vertical videos allow viewers to focus on what matters
You may not even realise it but when you create a vertical video for your viewers, its orientation eliminates the distraction and extra detail that’s present in horizontal frames.
While vertical videos are traditionally not ideal for trailers and other longer forms of entertainment videos, they’re perfect for content marketing because it allows your viewers to hyperfocus on what you’re trying to say.
Even the entertainment industry is beginning to think otherwise. With 20% of all Netflix viewing taking place on mobile devices and 50% of all members using their phones to access this service at some point, each month, the platform is introducing previews of new shows in this format.
This idea to advertise using vertical videos for a majority of content marketing probably arose with the video revolution accredited to Snapchat. According to data from MediaBrix, viewers only watch around 14% of horizontal videos, compared to the 90% completion rate for vertical videos.
Most people peruse social media through their phones
Why is this relevant?
Social media marketing is a huge part of any content strategy and adding vertical video marketing to this can help you drive engagement and traffic to your profiles. Most, if not all, smartphone users hold their phone vertically when they’re scrolling through their feeds or viewing Instagram and Facebook Stories.
In a series of tests conducted by Buffer, it was found that in instances where vertical videos and square-shaped videos were identical in terms of content, length, headline, caption, and more, vertical videos were 68% less expensive in terms of cost per view.
So, if you wish to improve ROI significantly on any of your social media advertising campaigns and are looking for a format that’s irresistible to viewers, vertical videos are the way to go.
Convenience is king
Another reason why you need to hop aboard the vertical video marketing trend is simply that audiences, nowadays, are lazy.
Is it a millennial or Gen Z thing? Maybe. Regardless, users don’t want to go through the hassle of reorienting their phone sideways and seeing what you have to say. Moreover, mobile users do everything from checking emails to scrolling through their pictures vertically.
It makes sense, then, that they’d do the same when it comes to watching videos. In fact, smartphones users hold their phones vertically 94% of the time.
If you’re considering introducing videos to your content strategy, vertical videos are also much easier to shoot – a win-win on both sides!
Global players are incorporating this trend into their own marketing strategies
Still a little reluctant to get on the vertical trend? Maybe Adidas, National Geographic and Spotify can change your mind.
With bigger brands realising that what their customers want, even unconsciously, requires them to change the way they’ve done their video marketing, these entities are entirely rethinking the way they shoot and produce videos.
With Spotify trying out vertical music videos, like Selena Gomez’s ‘Bad Liar’ clip back in 2017, it’s clear that major companies aren’t afraid to make demand-driven disruptions. In time, this trend will completely trickle down to almost every other business, so, make sure you’re ahead of the pack with your own vertical video marketing strategy!
Vertical video marketing is highly cost-efficient and effective – what’s holding you back?
If you’re restless about how to improve your content marketing, looking to some of today’s latest trends is likely to be a source of inspiration. But, take it from me – few are as pervasive and effective as vertical video marketing.
If video production is not your forte, there’s no need to toss and turn at night. Hiring the right professionals – who don’t just have flair and skill, but who are also aware of the latest trends – is a surefire move.