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Anant Sharma
Video dominates the digital marketing channel today and is poised to continue to do so for years to come. Vertical video is gaining popularity because it reflects the preferences of modern consumers. Given this, it is important to optimize this format in the most impactful way. Video marketing is nothing new, but as consumer expectations rise and the battle for audience retention intensifies, meeting your audience’s convenience has never been more important.
The Internet was dominated by users accustomed to the 16:9 aspect ratio for videos (landscape). However, with the advent of social media, consumers began to see vertical video formats, marking the evolution of this format. 57% of his video plays worldwide are from mobile his devices and 94% of his users hold their phones vertically, making it possible to be ergonomically sound for modern users. There is a nature. Following this trend, marketers are increasingly investing in vertical video.
Its relevance in today’s world
Vertical video is taking the social media and digital marketing space by storm. Platforms like Instagram and Snapchat have embraced and favored vertical content formats. Facebook quickly jumped on the bandwagon after its peers, launching a Stories feature on its platform in late 2016. Instagram launched Reel and his IGTV, and YouTube enabled full-screen vertical video playback. While these platforms are already built and tuned to keep users engaged, vertical video has unique characteristics that make it more immersive, especially for younger audiences. Vertical content is more convenient for mobile users because they don’t have to turn their phone sideways to watch full-screen videos.
Since the rise of social media and its shortened content formats, the average human attention span has shrunk to that of a goldfish. Most vertical video content on the Internet today is between 10 seconds and 60 seconds to accommodate its reduced attention span, and vertical video content is reduced by removing unnecessary peripheral details. , makes it easier and more convenient to focus on the action. Vertical videos can reach a wider audience and offer great marketing potential.
Vertical video beyond common sense
Vertical video not only benefits users and social networks, it does wonders for your business. Marketers who use vertical video to promote their products achieve better results, especially in terms of views and engagement. Plus, because the experience is smoother, vertical video campaigns have nine times higher completion rates than his, making them more likely to capture consumer attention, making brands a more effective tool for communicating his message. Become.
Brands now use the vertical video format for almost everything from entertainment on web series to educational content on LinkedIn. With the ubiquity of smartphones, vertical content is recorded every second of every day, changing the way world events are reported and consumed. With continued innovation across the leading platforms driving vertical video creation and consumption, brands across categories continue to invest in ways to profit from solid content and precise delivery. New interactive features continue to revolutionize the way stories are told, expanding opportunities to engage with audiences around the world.
For example, automotive advertisements and campaigns are usually shot in landscape orientation. But Mercedes-Benz has shown that vertical videos are just as effective as horizontal videos in showcasing cars and their features.
They perfectly capture shots creatively when working with limited vertical video space. They tilt the camera at an angle to give the viewer a full panoramic view of the car, or to capture an aerial view looking straight down on the car. The vertical video format gives you more freedom to emphasize close-up details such as interiors, engines and logos. (Image source: Mercedes-Benz, Tik Tok)
Another example is Samsung. Vertical video is so valuable today that Samsung has optimized its concert stage for phone screens. The brand had a show in London on his three-tiered stage that just happened to fit in a vertical frame.
Similarly, popular brands such as Amazon Prime, National Geographic, Louis Vuitton and Taco Bell use vertical video to improve content engagement, drive traffic and increase revenue.
in conclusion
Vertical video will be the mainstay of the next few years, bringing another fundamental shift in how we consume content. As social media platforms invest heavily in formats, algorithms, and user interfaces (UIs), tuned to serve more content to users, vertical video is just a temporary social media outlet. Rather than a trend, it could be a pivotal paradigm shift in the digital marketing sector. Marketers would be wise to jump on this evolution and cater to consumer demands as an integral part of their video marketing strategy.
author Co-Founder and Creative Head of Momo Media.
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