With social media platforms quickly learning that content is mostly being consumed on mobile devices, vertical video is a key factor within any brand content strategy.
According to a recent study by Hootsuite, with 66.6% of the world population consuming content on mobile devices, brands need to adapt their social media strategy to engage their consumers.
From TikTok to Instagram stories and now Instagram reels, every social media platform has realised the potential of integrating vertical content into their platform.
The benefits of vertical videos are endless!
Think about it, how do you use your phone when you want to record a moment or experience?
On most days it’s vertical, especially since Snapchat and Instagram stories. Now with the launch of Instagram reels in the Middle East last month, (Read all about it in our last blog post here) it is important to adapt and find your consumer exactly where they spend most of their time.
That’s not all, YouTube has always catered to video in a more standard, horizontal format and has recently rolled out an update to its desktop player to automatically adjust the video’s aspect ratio with its new vertical video ads. YouTube is essentially promoting and encouraging the use of the format for the very first time!
Engaging Your Audience: Between a long day or just between meetings, we all spend time tapping through our stories, or more recently going through Instagram Reels. This is where you catch your consumer’s attention. It’s important to understand when and where your potential customer is consuming content, and how this impacts their behaviour.
Second Screen Consumption: The pandemic has seen users rely even more than ever on their second screens, whether it’s to catch up on news or just catching up with their loved ones. Relying on our phones is at its all-time high! Therefore, brands should look into engaging their audience with vertical videos to create a seamless experience for their customer.
Jump aboard the hype train: Explore how you can center your next launch or current product offering to fit in with the newest trending video on reels. If a dance move is trending, and you are a fashion brand, maybe your outfit could feature on the next post on your feed. Or are you a café or supermarket, can you make the new trending pasta or cake with your ingredients. It’s all about grabbing an opportunity and getting your audience to notice your product or service.
Brands who have integrated vertical content:
Television and news broadcast market leader BBC News has understood the importance of consuming vertical content. The BBC News app has a feature where users can get a quick update on the movements of the world with a swipe and without flipping their screens.
The other brand that has done an amazing job at integrating vertical videos on social media is National Geographic with over 157 million followers, they have taken their content created for horizontal platforms and created vertical content to engage their audience. Instagram even collaborated with Nat Geo to launch IGTV back in 2018, and they have done a brilliant job at engaging, adapting, and growing their audience since.
This is what Nicole Clarke, our Digital Marketing Manager, has to say about vertical videos, “With the rising demand of having the ability to quickly and easily shoot video, naturally, it’s being captured by people who just point and shoot with their mobile device held upright, vertically. It’s now the biggest attraction as mobile users hold their phones upright 94% of the time, so vertical videos make sense and are crucial for any type of content curation and creativity”.
Written by Sonika Santani.