Embracing the Trend: The Essential Role of Vertical Video in Today's Digital Marketing
In the era of smartphones, the way we consume and interact with media has been revolutionized. And with this revolution comes a significant trend that's reshaping the landscape of video marketing – the rise of vertical video. While initially met with skepticism, it has now become an essential part of any marketing strategy, earning its place in social media feeds, digital ads, and even billboards.
A Vertical Shift: Understanding the Need for Vertical Video
Video content has undoubtedly become a vital tool for marketers. YouTube reports that mobile video consumption grows by 100% every year1. But why the sudden shift to vertical? The answer lies in the way we hold our devices. Research shows that people hold their phones vertically about 94% of the time2. With the meteoric rise of apps like Instagram, Snapchat, and TikTok, vertical video caters to the natural way users hold their phones, providing a seamless and immersive user experience.
Vertical Video Advantages: The Competitive Edge
Vertical video stands as a powerful tool in a marketer's arsenal, offering several distinct advantages.
Full Screen Experience: Vertical videos take up the entire screen on mobile devices, eliminating distractions and ensuring your content takes center stage. This full screen experience leads to increased engagement and a higher chance of your message being absorbed by the viewer.
High Engagement Rates: With social media platforms prioritizing vertical video in their algorithms, these videos often enjoy higher visibility and engagement rates. According to a study by MediaBrix, vertical video ads were completed 90% more often than horizontal ads3.
Innovative and Trendy: Adopting vertical video demonstrates a brand’s willingness to stay ahead of digital trends, which can contribute positively to brand perception. Big-name companies like Spotify and Netflix are already employing vertical videos on billboards and other advertising channels, indicating this format's potential and acceptance.
Tips for Creating Effective Vertical Video
Vertical video requires a different approach to composition and storytelling. Here are three tips to help you make the most of this format:
Optimize for Mobile: Keep in mind that your video will primarily be viewed on a small screen. Make sure your visuals and text are clear and easily readable. Use close-ups and center your subject to ensure they dominate the frame.
Tell a Story: Even with the change in format, storytelling remains key. Keep your content engaging and relatable to encourage viewer interaction.
Use High-Quality Footage: Ensure your vertical videos are high quality to maintain a professional and appealing appearance. Poor quality videos can detract from your message and harm your brand's image.
The Kabja Concepts Approach: Vertical Video Done Right
At Kabja Concepts, we understand the importance of vertical video in today's marketing landscape. Rather than simply cropping horizontal footage, we have opted for a unique approach: we set up our cameras to capture vertical video natively.
Our approach ensures that the subject and key elements of the video remain in frame, which enhances viewer engagement. Moreover, by shooting natively, we avoid potential quality loss that can result from cropping or reformatting footage.
We believe that with the right techniques and equipment, vertical video can help any brand break through the noise and reach their target audience in a way that aligns with their natural media consumption habits.
As the digital landscape continues to evolve, vertical video promises to be a trend that's here to stay. Its rising popularity among major brands and its dominance on social media platforms underscores the need for marketers to adapt their strategies and embrace this innovative format.