Vertical Videos are here to stay!
We all know them, we all use them - and it's supposed to be a trend? We're talking about vertical video formats, as we encounter them on social networks every day. In this episode of #territorydeepdives, our very own Felix Schmidt explains why we think they're here to stay and what makes this particular format so special.
No love at first sight: The long road of vertical videos
For a long time, vertical videos were about as popular as the flu. This (quite funny) video from 2014 is about just that. The tenor: Anyone who shoots vertical videos simply hasn't learned how to use a smartphone properly. Maybe then only this drug can help...
What was true back then isn’t necessarily true a few years later: 94 percent of the time, we hold our phones vertically - so why should we feel like turning them around for videos? Not only have vertical videos become completely normal over the years, but Instagram stories, reels, and TikTok have made them a creative playground with their own rules. Influencers and content creators use the format just as much as well-known brands. Why? According to studies, vertical formats perform better and are viewed longer than their horizontal counterparts.
Of course, there's always the jerky mobile video. But there is also a completely new visual language, a change in storytelling - and billions of cell phone users worldwide who want to consume well-produced content.
16:9 vs. 9:16: What makes a good vertical video?
Social media content is fleeting. Just a swipe away, the next big thing is already waiting. That's why it's even more important for vertical videos to capture the attention of users within the first second!
The best way to do this is with an eye-catching combination of text/graphics and images. Many Instagram influencers show how it's done in their reels. Whether it's a makeup tutorial, exercises for back pain, or a family story, without text in the picture – you won’t go a long way. If only because many users consume the content without sound.
?One fits all“ has never been a good idea on social media. What works on Instagram doesn't necessarily perform on TikTok. User behavior, viewing habits, current topics: All of that has to go into the design of a vertical video. This is best done by people who are familiar with these channels and are users themselves.
Because we watch vertical videos differently than horizontal ones, there are opportunities for creative storytelling - see reels. For example, for stop-motion elements that move from top to bottom (because that's how we "read" vertical videos). But also for emojis, graphics, text snippets that generate attention and complete news or tutorials, for example.
And otherwise? Everything revolves around the vertical axis. Whereas we used to be able to let the sneaker testimonial walk casually from left to right through the horizontal video, today we have to follow him with the camera.
This requires technical skills, good equipment, and people who are familiar with video editing and, depending on the clip, a little motion graphics. This video shows how to make it really good. Many things are possible that you wouldn't have thought possible - even soccer games are already streamed vertically.
Bye, bye landscape format? No!
So should we expect vertical videos to replace horizontal formats in the long term? No. We believe it will come down to a more or less peaceful coexistence.
We watch vertical videos on our smartphones, on a small screen. They have to offer attention-grabbing "snackable content" to-go in a short time. Or be so important that we want to watch them live, instantly, on the go. Like the decisive match of our favorite club - see above.
We consume horizontal formats contextually differently and with different aesthetic demands. The Netflix series on the sofa. The concert live stream on the laptop in bed. The blockbuster on Sunday evening with friends. In peace and with our full attention (ideally). So: Stay calm and watch on.
#territorydeepdives: Our series on social media trends 2022
To keep you up to date with the most relevant trends on the social web, more #territorydeepdives will follow in the coming weeks. We look forward to the exchange! What are your experiences with vertical video formats?
Sources
MarComs Experte und Agency Leader mit 20+ Jahren Erfahrung in inhabergeführten und Netzwerk Agenturen über alle Kommunikationsdisziplinen.
3 年?? ?? ??
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