March 24

The Vertical Video Phenomenon: Its Impact on Video Marketing


With the rise of vertical video in recent years, the world of video marketing has seen a considerable upheaval. This craze has produced an unstoppable buzz, propelling the growth of many businesses and attracting hundreds of millions of viewers on platforms such as TikTok and Instagram. Surprisingly, although 94% of users prefer consuming content in a vertical format on their phones, only 57% of user-generated videos are filmed vertically. This disparity between the number of individuals who watch material vertically and the quantity of videos produced in that format reveals a big opportunity for marketers. Businesses who capitalize on this trend can reach a vast audience hungry for interesting, vertical video content.

In this article, we’ll aim to explore the impact of vertical video on social media video marketing and the reasons behind its increasing popularity. We’ll look at the key factors that have contributed to this trend and offer valuable advice on how businesses may take advantage of this opportunity to increase brand visibility and interact with their target audience more effectively.

Vertical Video Takes Over: How Video Marketers Are Adapting to New Viewer Habits

The use of vertical video in marketing is not a new concept, but it has gained significant traction in recent years, particularly with the rise of mobile devices. The way people consume video content has changed, and the need for brands to adapt to these changes has become more apparent than ever. With the majority of consumers now accessing social media on their mobile devices, it’s crucial that marketers create content that is optimized for these devices.

Rise of Vertical Video

  1. Vertical video has emerged as a powerful tool for marketers to engage with their target audience. It takes up more space on mobile devices, making it more visible and engaging compared to small static images. Studies have shown that vertical videos get better visibility and engagement, resulting in more views and longer watch times.
  2. Another reason for the popularity of vertical video is its immersive qualities. Video content is a powerful way to engage prospective visitors with its sensorial storytelling and emotional qualities. Contrary to popular belief, viewing video on a smaller screen makes it more immersive, as it creates a somatic (physical) intimacy that is more impactful than video playing on a wall or desk.
  3. The rise of vertical video’s success can also be partially attributed to the ease in which it can be created and shared. Creating vertical video content has never been easier, thanks to the availability of smartphones and the ability to record high-quality video. This implies that marketers can create content that resonates with their target audience fast and efficiently and publish it on social media networks.
  4. The rise of vertical video can also provide users with a more seamless watching experience. When viewers must rotate their smartphone to view a video in landscape mode, it might disturb their experience and perhaps deter them from watching the video at all. Vertical video, on the other hand, allows users to transition easily between scrolling through their feed and watching the video without having to spin their smartphone. This improves the watching experience and enhances the likelihood that the video will be seen in its entirety.
  5. The rise of vertical video has become an essential component of any successful video marketing campaign. With the increasing popularity of TikTok and Instagram reels, the use of vertical video has become even more critical for businesses looking to reach a younger audience. Research has shown that 43% of TikTok users try something new after watching videos on the platform, and one in four travelers under 35 are using the app to discover new things to do. It is essential to create content intentionally to cater to different stages of the customer journey and address frequent questions and concerns about the experience with a more ‘show, don’t tell’ mentality.

In conclusion, the popularity of vertical videos on social media platforms such as TikTok and Instagram has revolutionized the way businesses approach video marketing. Vertical videos provide ample opportunities for engaging content creation and can help businesses attract potential customers, driving up engagement and increasing conversion rates. As the world continues to embrace the vertical video phenomenon, it is important for businesses to stay up to date with the latest trends in order to stay relevant and competitive. By creating vertical videos that showcase their unique experiences, businesses can connect with potential customers on a deeper level, sharing the excitement of in-destination experiences in a way that static images cannot.


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