Contents
- What is vertical video?
- Why are vertical videos necessary?
- How do businesses use vertical videos?
- Features of vertical videos
- Tips for creating vertical videos
- Choosing themes for vertical videos
What is vertical video?
Vertical video is video content created in portrait orientation, where the height exceeds the width. This format has become especially popular on social media platforms such as Instagram, TikTok, and Snapchat. The main advantage of vertical videos is that they can attract not only the author's followers but also a wide range of users due to recommendation algorithms.
The most common aspect ratio for vertical videos is 9:16, but formats 4:5 and 2:3 are also found. An example of successful vertical video usage is the advertising campaign by Danone implemented on TikTok.
Why are vertical videos necessary?
Vertical videos play an important role in gaining free organic reach. Research shows that 82.5% of smartphone users watch videos holding their devices vertically. In such conditions, horizontal videos are often ignored, as users do not want to turn their screens. Even square videos can lag behind vertical ones in terms of engagement.
Advertising campaigns featuring vertical videos show a lower cost per click—26-38% less than other formats, and the cost per view decreases by 26-68%. Additionally, vertical videos have significantly higher engagement rates: they are watched to completion 157-187% more often than horizontal videos.
How do businesses use vertical videos?
Companies, entrepreneurs, and bloggers actively use vertical videos for promotion on social media. There are two main areas of their use:
- For regular posting: These are videos for stories on various platforms, such as Instagram Reels or VK clips. They should be posted regularly, often in the same locations and with minimal costs.
- For advertising: Short videos intended for paid promotion often require a larger budget and are more complex to produce. An example could be advertising videos for carbonated drinks with animation.
Features of vertical videos
Vertical videos have unique characteristics that are important to consider:
- Simplicity: They do not necessarily have to be expensive or perfectly edited. Raw videos appear more natural and organic.
- Subtitles: Almost 70% of people watch videos without sound. Adding subtitles will help make the content accessible to everyone.
- Attention grabbing: It is important to capture the viewer's interest within the first few seconds, otherwise they will simply scroll past.
Tips for creating vertical videos
Here are six recommendations for creating quality vertical videos even without experience:
- Avoid zooming: Use physical proximity rather than digital zoom.
- Follow the rule of thirds: Place key elements at the intersections of grid lines.
- Wipe the camera: Ensure the lens is clean before each shoot.
- Fill the frame: Use the frame space for maximum effect.
- Change the shot: Use dynamic shot changes to keep the viewer's attention.
- Be brief: Keep videos within 15-60 seconds for better perception.
Choosing themes for vertical videos
An important aspect of creating vertical videos is theme selection. Platforms categorize users into groups such as sports, education, business, etc. When producing videos, it is advisable to stick to one theme so that algorithms can recommend your content to interested viewers. Popular blogs generally adhere closely to one theme, which increases their chances of success.