Vertical video is not just a social media fad. It's a powerful way to reach more mobile viewers who prefer to watch content without rotating their phones. In this article, you'll learn how to create engaging and effective vertical videos for your video production projects.
Mobile devices account for more than half of the global video consumption, and most of them are used in portrait mode. This means that horizontal videos force viewers to either flip their phones, shrink the screen, or deal with black bars. Vertical video, on the other hand, fills the entire screen and creates a more immersive and intimate experience. It also allows you to capture more details and emotions in your shots, and to leverage the vertical scroll and swipe features of many platforms.
When you create videos it's all about the idea. You've to understand the distribution. Devices, platforms, audience, mood when they watch your video. There are creatives out there who think that vertical video destroys their work. Don't be one of them. Because horizontal videos on vertical platforms destroys your clients' result. Anf if you want to be good at what you do, you've to care about that more than anything else.
Before you start filming, you need to think about your goals, audience, and distribution channels. Vertical video works best for short, snackable, and personal content that grabs attention and delivers a clear message. You also need to consider the aspect ratio, resolution, and orientation of your video, and how it will fit the specifications of different platforms. For example, Instagram Stories and Reels use 9:16, while YouTube Shorts and TikTok use 1080x1920. You can use tools like InShot or Premiere Pro to crop, resize, or rotate your video accordingly.
The most important thing is to understand your audience before you shoot anything. Who are they? What do they care about? Where do they hang out? The format (horizontal vs vertical, long form vs shortform) and delivery channel can only be set once you know these things. If you are targeting busy professionals, insightful shortform clips on LinkedIn could be the route. Most users will view these on mobile, so vertical rules. If you're targeting people who want to be entertained or learn something in depth, then longform on Youtube is the way. Chances are they're watching on a TV or a second PC monitor, and horizontal is the way. How, why and where content is consumed should drive what content you produce.
The most important rule for shooting vertical video is to hold your camera or phone upright. This will ensure that your video is properly aligned and optimized for vertical viewing. You also need to pay attention to your framing, composition, and lighting. Since you have less horizontal space, you need to focus on the main subject and avoid unnecessary distractions. You can use the rule of thirds, close-ups, and negative space to create dynamic and balanced shots. You also need to make sure that your video is well-lit and has good contrast and color.
Allow room within your frame for repurposing. You've to communicate super clearly with your client from the beginning of how they want to repurpose the main asset after to other aspect ratios. If they're unsure, allow some room in your framing to be able to do that. Otherwise, your client might request some extra edits later on and you won't be able to deliver the best results.
Editing your vertical video is similar to editing any other video, but with some specific adjustments. You need to trim, cut, and splice your clips to create a smooth and coherent flow. You also need to add transitions, effects, filters, text, stickers, and music to enhance your video and make it more engaging. You can use apps like Splice, FilmoraGo, or Quik to edit your video on your phone, or software like Final Cut Pro, iMovie, or DaVinci Resolve to edit on your computer.
Sound is very important. Use Enhance Speech by Adobe to clear any background noise and boost the levels of your audio. Use apps like Submagic for subtitles or even the 'Create Subtitles from Audio' feature of Premiere Pro for simple white non stylish subs.
Once you have your final video ready, you need to optimize it for the best performance and reach. You need to choose a catchy title, a compelling thumbnail, a relevant description, and appropriate hashtags and tags. You also need to select the right format, quality, and size for your video, and compress it if necessary. You can use tools like Handbrake, Compressor, or Media Encoder to optimize your video for different platforms. You also need to test your video on different devices and browsers to ensure that it plays well and looks good.
Use Vimeo to test videos. Use people within your target audience to understand if your video works. Many people underestimate that a lot. Having a selected pool of people that belong to your target audience and sending them creative assets such as videos for feedback can be really huge.
The last step is to measure the impact and effectiveness of your vertical video. You need to track and analyze the metrics and feedback that matter for your goals and objectives. You can use the built-in analytics and insights of different platforms, or tools like Google Analytics, VidIQ, or Tubular to measure your video performance. You need to look at indicators like views, watch time, retention, engagement, conversions, and shares. You also need to listen to your audience and learn from their comments, reactions, and suggestions.
Absolutely, I couldn't agree more. Metrics tell part of the story, but they can't replace human feedback. I remember a campaign where the analytics were through the roof, but the video had a high drop-off rate. It wasn't until we sought audience feedback that we realised the CTA placement was all wrong. Tweaked that, and voila, conversions soared! Your point about having a balanced approach. Quantitative metrics and Qualitative audience input are spot-on. It's like having a GPS and a local guide for the ultimate journey in video impact.