Vertical Film Making - A Straight Up Revolution
Between Snapchat, IGTV, and the now late Vine (rip), vertical videos are quickly becoming a common format for those who want to connect and share with others. As with most changes in the world, there are people who are very vocal about their opposition for the vertical format, but why is that?
Social Media has gotten huge and gets bigger every day. With the growth of social media, videos have become one of the most powerful ways to engage with your audience. Why? Because people remember videos! "Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text."(1) What does any of this have to do with vertical videos? Well, the key to actually engaging with your audience is adapting your content to be best suited for the medium they will be using.
Consumers are not only spending large qualities of time on social media, a majority of that time is actually spent watching videos, "consumer IP video traffic will be 84 percent of consumer IP traffic by 2019, up from 75 percent in 2014."(2) Studies also show that while using a mobile device we hold it vertically for 94% of our time, only turning it horizontal for 6%.(3) This is where vertical video comes into play.
The main argument against vertical videos is that they don't look the best on a desktop computer, while this is true it's kind of a moot point. This is the equivalent of trying to stick a square peg in a round hole. Vertical videos are not intended for desktops, but for mobile, according to an article by Medium, "80% of social media use now occurs on mobile devices — 61% on smartphones alone".(4) If consumers are spending this kind of time holding their phones vertically wouldn't it make sense to provide content that fits their lifestyle?
This is not to say that vertical is superior to horizontal, or that it will surpass horizontal in popularity, or that movie theaters will switch over to vertical. The point of this is to say that vertical filming is a trend that is gaining momentum and becoming a preferred method for consuming information over social media, so why fight it? If your goal is to keep the consumer happy and engaged, then maybe you should try filming vertically for your next project.
1) Lister, Mary. “37 Staggering Video Marketing Statistics for 2018.” Online Advertising: Learn About Advertising Online, 24 Jan. 2019, www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics.
2) Roesler, Peter. “Internet Video to Account for 80% of Global Traffic by 2019.” Web Marketing Pros, www.webmarketingpros.com/internet-video-to-account-for-80-of-global-traffic-by-2019/.
3) Subsign. “Vertical vs Horizontal Video – Subsign – Medium.” Medium.com, Medium, 20 Mar. 2017, medium.com/@subsign/vertical-vs-horizontal-video-2ed0a76a02ce.
4) Stringfellow, Angela. “What Is Video Marketing? Benefits, Challenges, Best Practices – NGDATA.” NGDATA, 6 Apr. 2017, www.ngdata.com/what-is-video-marketing/.