Mastering Vertical Video: The Key to Captivating Audiences in 2023
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A 2023 observation; you can tell what generation someone is from by the way they hold their phones to record video. If you’re over 35, you’ll hold it horizontally, and if you’re under 35, you’ll be holding it vertically and will probably be sharing said video to your TikTok or IG Stories within the hour.
TikTok has totally changed the game for both content creation and digital marketing. It’s a bit of a chicken or the egg with what popularised vertical video—was it the complete immersion into mobile web viewing, or was it TikTok itself, or was it a combination of the two? Either way, full-screen vertical videos layered with attention-grabbing sound bites are a style of content that has captured audiences in a way we have never seen before, creating an endless scrolling vortex.
The rise and rise of TikTok has forced platforms like Youtube, Facebook, Instagram and Snapchat to adapt and invest in competing products. From Youtube Shorts, Facebook Watch, Instagram Reels and Snapchat Discover—these Social Media giants have not underestimated the impact of this new style of content, and you shouldn’t either.
1. Keep It Short And Sweet
Social media users have short attention spans, so it’s important to keep your vertical videos short and to the point. Aim for videos that are 15-30 seconds in length and try and get your key message as early in the video as possible.
2. Optimise For Mobile
@lunamoor_ Dont miss out on @Logitech G month of gaming 🌌🪐✨ epic prizes up for grabs – including a 15K trip for 2 to L.A 😳 check the link in my bio to enter! #logitechg #ad #monthofgaming ♬ original sound – lunamoor ♡
Vertical video is made for mobile viewing, so make sure your videos are optimised accordingly. This means using larger fonts, bold colours, and high contrast to make your videos easy to read and understand on smaller screens.
3. Use Captions
Many social media users watch videos without sound (think a cheeky scroll on the toilet while at work), so it’s important to use captions to ensure your message is still communicated effectively. Use clear and concise language, and make sure your captions are easy to read.
4. Use Viral Sounds
@racheljohnston52 Always in party mode with @ultimateears #ultimateears 💥🪩 #ad #festivalseason ♬ Feed The Fire – SG Lewis & Lucky Daye
While many social users watch videos without sound, more often than not, when they’re in the comfort of their own home (and toilet) they’ll have the volume cranking. While this point isn’t necessarily vertical video-specific, viral sounds came about in the same breath as vertical video. Capitalising on a viral sound is a simple way to grab attention for your video.
5. Consider The Platform
@liminalitytv Friendship, betrayal, treachery, and treason. Dive into the incredible history portrayed in #ASpyAmongFriends, now streaming on #BritBox. @Sony Pictures Television 📺🎬 #Ad #ColdWar #GuyPearce #DamianLewis #KimPhilby #NicholasElliott ♬ original sound – Liminalitytv
Different social media platforms have different requirements and best practices for vertical video. For example, Instagram stories require a 9:16 aspect ratio, while TikTok videos should be 1080 x 1920 pixels. Make sure you understand the requirements of each platform before creating your video content, and stay aware of the unique platform UX, especially when repurposing the same video for different platforms. Check out this handy best practice guide courtesy to avoid your important CTAs being hidden behind a like button.
While the way we hold our phones to record video may seem like a small detail, it speaks volumes about how we consume and create content. Vertical video is a powerful tool to help you stand out in a crowded digital landscape. So, whether you’re over 35 or under, it’s time to embrace the vertical video trend and turn your content game around across platforms.
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