About ten years ago, there was no mention of anything similar to vertical content. Last year, Cisco reports that mobile video traffic makes up 60% of total mobile traffic. People spend about 3 hours on average on their mobile phones every day, mostly using different apps. YouTube, Snapchat, Instagram, and Facebook are playing vertical videos, which has become a crucial element in any successful video marketing strategy.
Smartphones and vertical content are inseparable as smartphones became so ubiquitous. Let’s see why people need to mention vertical videos whenever they talk about mobile.
The Convenience of Vertical
Smartphones and other rectangular devices can easily read and present vertical content. People spend a lot of their time watching videos vertically, and people find it easier to watch videos while holding their phones vertically. And even though they sometimes have to turn them sideways (to play games or watch feature movies), the default position is upright.
Let us walk you through three most important types of vertical visual content that can help you boost your reach, build an online reputation and trust, and boost conversion and sales (among many other benefits.)
Publishing stories on Instagram is an excellent choice for vertical content. Instagram has more than 1 billion users, with 400 million of them using Instagram Stories daily. To use them effectively, you need to:
- Allow your followers to share. Go to your Instagram profile settings, tap on Story Setting”, and turn on “allow sharing.” It will enable your followers to share your stories and broaden their reach.
- Use stickers. Capturing the best video or photo sometimes isn’t enough. By using stickers, you can customize your slides with crucial information that your viewers may find entertaining or valuable in some way. Stickers can also complement the attractiveness or overall design of the story. Customize them to fit your story by changing their size. Add a poll, hashtag, or location sticker to connect with your target audience better.
- Use the “mention” option. With this option, you can get the attention of relevant influencers. Tap the square A button and type the name of an Instagram account that you want to mention.
One of the oldest types of vertical visuals, infographics weren’t initially created for mobile users. However, their format is perfect for vertical content. There are a few essential things to consider when trying to incorporate infographics into your marketing strategy.
- Use infographics to transform data into a captivating story.
- Make sure that the data presented into your infographic is relevant and valuable to your audience.
- Make it shareable. Most people are visual learners, which makes infographics the perfect tool for boosting engagement. Publish them along with sharing buttons or embed codes.
- Your infographics need to be branded, so use your brand color scheme and add your logo, so your audience can associate the relevant information with your brand.
3. Live streaming and Videos
Since July 2018, YouTube started to support vertical videos (without black bars on the side.) Facebook already favors vertical visual content, while Instagram became a serious competitor to YouTube with its IGTV feature (which supports only vertical videos.) When creating vertical video content, you need to:
- Invest in creating original content. The content you create needs to adapt to your target audience’s preferences. Before you start designing, research your target audience and find out what kind of video content resonates with them the most. You should aim to create content that informs, educates, or entertains your target audience.
- Storytelling. Great stories told in an authentic voice has always been the best content. Instead of focusing on your products or services, use the vertical video format to tell a story and humanize your brand.
- The first 10 seconds are crucial! In the first 10 seconds of a video, the viewers decide whether they’ll abandon it or continue watching. People aren’t so patient nowadays as they were ten years ago when they would patiently sit through the first three minutes of a video (on average.) If you don’t capture your viewers’ attention in the first 10 seconds, you’ll be losing engagement.
If you consider that (at least) half of people access content via their smartphones or tablets, not using vertical visuals could be preventing you from maximizing your marketing efforts. As a marketer, you need to adapt to the newly-created environments (which change fast in the digital world.) Going vertical is a necessary step in all quality content.