Unlocking the Power of Short-Form Vertical Video in Marketing
What is Short-Form Vertical Video?
A new protagonist has emerged on the stage of content creation: short-form vertical video. This format, popularized by platforms like TikTok, Instagram Reels, and Snapchat, is reshaping the way brands engage with their audience.
Short in duration: Typically lasting under 60 seconds, these videos are designed to deliver a message or entertainment swiftly and effectively.
Vertical in orientation: Typically created with a 9:16 aspect ratio, this format is tailored for viewing on mobile devices, matching the natural handheld position and full-screen display of smartphones. Often recorded on a smartphone.
Optimized for mobile-first platforms: Such videos are usually consumed on social media platforms that prioritize mobile user experiences, like TikTok, Instagram Reels, and Snapchat.
The Rise of Vertical Video
Over the last few years content creators have started moving away from the traditional landscape mode videos (Think YouTube) towards a more mobile-friendly portrait orientation.
As mobile devices become the primary gateway to content consumption, vertical video caters to the on-the-go lifestyle of modern consumers, who prefer quick and accessible content.
Capitalizing on Short Attention Spans
In an era of diminishing attention spans, short-form content is king. It suits the fast-paced digital environment, providing quick, engaging bursts of content that viewers can consume like snacks – a little at a time but hard to stop once you start.
The Marketing Might of Vertical Video
Vertical videos offer a full-screen experience that is hard for horizontal videos to compete with, especially on mobile. Engagement rates for vertical content often surpass those of other formats, a trend supported by numerous success stories from top brands. Additionally, platforms are known to favor vertical content in their algorithms, giving it a better chance to be seen by a wider audience.
Some key findings that underline their effectiveness:
- Enhanced Engagement on Social Media Platforms: Vertical videos have demonstrated significantly better engagement on social platforms. For instance, on Facebook, engagement with vertical videos is 4 times better than with square videos and these videos have 13.8 times more visibility. On Twitter, the engagement is 2.5 times better for vertical content. [”]
- Superior Click-Through Rates: Vertical video ads have a 150% higher click-through rate than horizontal ones, indicating that users are more likely to interact with vertical content.[”]
- Cost-Effectiveness: The cost for 1000 impressions is substantially lower for vertical videos compared to horizontal ones. Specifically, horizontal video ads are 63.5% more expensive than vertical video ads, which also achieve better post-engagement levels. [”]
- Higher Completion Rates: According to a Snapchat report, video ad completion rates were 9 times higher for vertical videos than horizontal ones, suggesting that users are more likely to watch vertical videos through to the end.[“]
- Increased Reach and Brand Recall: On Instagram Stories, vertical videos enjoy a 14% higher click-through rate than horizontal videos. Furthermore, using branded vertical videos can extend your reach to 58% more people, enhancing brand recall among viewers.[”]
Storytelling in a Snap
Marketers have risen to the challenge of conveying compelling stories in the brief confines of short-form video. Through innovative storytelling, you are able to capture attention, convey a message, and elicit emotion, all within a minute or less.
Here are a few tips for effective storytelling with short-form video:
- Strong Hook: Start with something that will grab the viewer’s attention within seconds.
- Trend Awareness: Incorporate popular trends, songs, or effects to resonate with the audience.
- Optimal Length: Keep videos brief, ideally between 11 and 17 seconds on TikTok and 7 to 15 seconds on Instagram.
- Consistent Posting: Maintain a regular posting schedule to keep your audience engaged and help the algorithm surface your videos.
- Collaborations: Partner with influencers or brands that share your target audience or values to expand your reach.
- Product Demonstration: Showcase your products in use to help potential customers visualize their benefits.
- User-Generated Content: Use authentic customer stories and testimonials to build trust and encourage community engagement.
- Authenticity: Be real and relatable, showing the human side of your brand.
- Humor: Inject humor to create a positive and memorable brand association.
- Accessibility: Ensure your content is accessible to all audiences, with captions and clear audio.
- Clear CTA: Include a direct call-to-action to guide viewers on what to do next, like visiting your website or purchasing a product.
Boosting E-commerce Through Vertical Video
Virticle video has transformed browsing into shopping, driving impressive sales figures.
For example, TikTok Shops allows businesses to create a shoppable experience directly within the TikTok platform. Users can browse products, add items to their cart, and complete a purchase without ever leaving the app.
Preparing for the Future
As technology evolves, so too will vertical video. Brands need to stay ahead of the curve by anticipating trends and adopting new technologies such as augmented and virtual reality, which are poised to take the immersive experience of vertical videos to new heights.
The importance of short form vertical video in marketing cannot be overstated. It’s not just a passing trend but a fundamental shift in content consumption that brands must embrace to stay relevant.
Are you ready to climb the vertical video ladder? We’re excited to see our clients achieve remarkable success with Vertical video content, and we’d love to help you replicate this success. If you’re interested in a tailored strategy that brings real results,