Kseniya I. Content Marketing Expert

What you need to know about vertical videos on all social networks

It seems that quite recently the Internet was flooded with a wave of disputes about vertical format videos. Some called it bad taste, while others insisted on the convenience of such videos. Now it is a common and very popular shooting option. Why? Let's look at the pros of vertical video and talk about the nuances that anyone who plans to move to a vertical style needs to know.

Benefits of vertical video

For the first time, such a format in full-screen mode was launched by YouTube already in 2015. In the summer of 2016, this feature was used by Instagram, and in the fall of the same year, by Facebook. The main reason for the rise in popularity of vertical videos is social media browsing on mobile devices. Also, statistics from YouTube video hosting says that about 70% of the viewing time comes from smartphones. And more than half of users are simply too lazy to turn the phone horizontally to view a 30-second ad.

Hyundai has become one of the pioneers in the field of vertical videos. In 2018, it ran a test ad on YouTube to showcase a new SUV model. As a result, the company managed to increase awareness by 33% and increase the growth of attention to the brand by 12%.

In addition to the ease of display for users, the vertical style has other advantages:

- Certain shots look better. For example, shooting architectural buildings or close-ups of people looks much better in a vertical position. In this case, the operator captures the central figure without drawing the viewer's attention to unnecessary details in the background.

- Portrait videos give a sense of belonging to what is happening on the screen. In a horizontal format, the video maintains a certain "remoteness" between the user and the picture. Therefore, directors use vertical shooting as a method to engage the viewer.

- New opportunities for improvisation. Horizontal shooting is less "flexible" for finding new angles and solutions. But the vertical style expands the scope of the broadcaster's work.

Dimensions and aspect ratios for vertical shooting

TikTok and Snapchat, two new social media platforms, only use the vertical format. Although many traditional video broadcasters have transitioned to new platforms, the default settings for each can be very different.

Let's start by discussing the fundamental ideas of size and aspect ratio. Ordinary users sometimes conflate these values, yet from a professional standpoint, they represent distinct concepts.

The size of a photo in digital space is usually measured in pixels. And under the aspect ratio they mean the width and height of the image, which are usually written through a colon. For example, 120 by 120 pixels, the aspect ratio for vertical videos is 9:16.

Why do you need to know about these nuances? The technical characteristics of the video greatly affect the perception of the viewer. Well-chosen proportions prevent distortion of the picture and contribute to the correct display on the screen. Therefore, the video will look much better and more attractive to the user.

Vertical video placement tips

Shooting in this style is easiest on your phone, as most of them automatically record clips in 9:16 format. Simply hold the device vertically. But using a video camera, you will have to edit the width and height of the captured content. It is also possible to reformat an originally horizontal video to vertical, but this is a rather complicated process. Usually it is entrusted to editing specialists or videographers. At the same time, the main figure in the frame should be located in the center, so that later, without prejudice to the video, cut off all the extras.

And a few more tips from professionals involved in vertical shooting:

- Panorama recording is best done slowly. When moving quickly, the camera does not have time to clearly capture the image, so you risk getting a blurry video that is not perceived by the viewer.

- The empty space at the top or bottom of the video can be filled with useful information. For example, place your slogan, call to action or interesting infographic.

- Key objects in the video deserve special attention. The vertical format visually brings the viewer closer to what is happening on the screen, so think through all the details of the central figure.

YouTube vertical ads

Videos of this type look attractive on smartphones and tablets, because they cover almost the entire screen. But when opened on a computer, the platform “supplies” the vertical video with stripes on the sides, which can be a little distracting for the viewer. Before launching such ads on YouTube, find out through which devices your target audience prefers to watch videos. The aspect ratio for vertical content is standard 9:16, but the dimensions can vary from 426x240 to 3840x2160.

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