By: Katherine Nguyen, Integrated Marketing Coordinator

While often subject to ridicule by social media users, vertical video has taken over the digital landscape. With its visual appeal and mobile-first format, videos filmed in portrait mode are the format of choice for content producers and consumers alike. 

For decades, video has been presented horizontally. So why is this shift to vertical video significant and what can we learn from its meteoric rise to fame?

Vertical Videos Perform Better

Facebook claims over 8 billion video views per day and early tests have shown that vertical videos increase user engagement (in addition to reach, unique views, click-throughs, swipe-throughs, ad recall and completions). 

Studies even show that 65% of consumers consider brands that advertise vertically to be “more innovative” while so-called novice video consumers prefer vertical video for its convenience. 

These stats tell us that vertical video is not only beneficial for video metrics, but has the potential to position brands as creative, out-of-the-box thinkers. 

It’s Perfect for Social 

With mobile users accounting for 80% of all time spent on social media, it wouldn’t be farfetched to say that a majority of those users are browsing with their phones in portrait mode. 

Additionally, from a user-experience standpoint, vertical video eliminates the extra burden often associated with viewing videos created in landscape orientation. For instance, when watching a video displayed horizontally, users must choose between watching a smaller version of it, or having to turn their screens, thus isolating playback from the rest of their feed. 

While this might seem like a relatively minor detail, when you factor in UX, it can make a difference in how users perceive a platform’s capabilities. 

Virtually All Platforms Have Taken Notice 

Vertical video has been rolled out across nearly every social media channel you could think of, with Spotify even offering a dedicated service for artists to upload their own vertical music videos. 

This expansion has not only helped the music streaming giant hold its ground against direct competitor Apple Music, it creates a more immersive and intimate experience for users. 

Although vertical video isn’t considered a new concept by any means, it is revolutionizing the way we engage and behave with content. While its negative reputation might precede itself, this format will undoubtedly continue to grow at a rapid pace as more users occupy the digital space.