The digital landscape is ever-evolving, and with it, the way we consume content. One of the most notable shifts in recent years is the meteoric rise of vertical video. The big three are battling it out for world dominance in the short video stage so it’s an opportune time to jump in. With most of our time spent on smartphones, the fertile format is tailor-made for the mobile experience. But why should businesses and creators jump on this trend for their social media content? Here are five compelling reasons.
Optimized for Mobile The Mobile Revolution: Over 50% of all web traffic now comes from mobile devices. This shift towards mobile has been accompanied by a change in video consumption habits. Enter vertical video. Designed to fill the entire screen of a smartphone, vertical videos provide an immersive, full-screen experience that demands the viewer's attention. Gone are the black bars on the sides that diminish the viewing experience. In a world where first impressions count, this format ensures your content stands out in a crowded feed.
Increased Engagement A Deeper Connection: Research has shown that vertical videos have higher completion rates compared to their horizontal counterparts. Why? It's largely about the intimacy of the format. With the subject occupying more screen space, viewers feel a closer connection, almost as if they're face-to-face with the content. Furthermore, platforms like Instagram, TikTok, and Snapchat have leveraged the vertical video format to great effect, pushing their users to create and consume more in this format. If you want your content to resonate on these platforms, vertical is the way to go.
Versatility for Content Creators Beyond Conventional Boundaries: Initially, many scoffed at the idea of vertical videos, seeing them as limiting. However, creative minds have turned this supposed constraint into a canvas of innovation. The portrait orientation offers a different perspective that can be incredibly powerful for storytelling. Think about it: how often do we, in real life, focus on wide landscapes versus individual subjects? The vertical format mimics our natural line of sight, allowing creators to craft stories that feel more personal and relatable.
Algorithmic Preference and Discoverability Beating the Algorithm: Social media platforms prioritize content that keeps users engaged. With the rising popularity and proven engagement metrics of vertical videos, algorithms have begun to favor this format. This means that by producing vertical content, you're increasing the chances of your video being discovered by a broader audience. Platforms like Instagram even created dedicated spaces, such as IGTV and Reels, emphasizing the importance and potential longevity of vertical content.
Future-proofing Your Strategy Stay Ahead of the Curve: As more social platforms embrace and promote vertical video, it's clear that this is not just a passing trend but rather the future of mobile content consumption. By adopting this format now, you position your brand or content at the forefront of innovation, showing your audience that you're in tune with current trends and their preferences. Additionally, as technology continues to evolve (think AR and VR), the vertical format may play an even more significant role in how we consume digital content.
Vertical video is more than just a trend; it's a reflection of how we interact with our digital devices and, by extension, the world around us. By embracing this format, businesses and creators not only optimize for present-day platforms but also prepare for the future of digital content. The reasons to use vertical video for social are compelling. Don't get left behind; it's time to see the world from a new angle.
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Trina Gold
Master Creator