The Secret to Creating and Amplifying Vertical Video Content

Vertical video is a content gamechanger. With mobile viewing has come a whole new angle on the way we consume content, compared to traditional wide-angle TV and computer screens. So much so that social media platforms have emerged that cater specifically and exclusively to vertical content.

Research from Holler shows that on channels like Instagram Stories, for example, vertical videos can generate up to nine times more engagement than horizontal content.

But producing and distributing vertical content comes with its own set of challenges, especially if you’re looking to repurpose wide-angle content for vertical platforms. 

Vertical video is essential to today’s digital strategies—check out more strategy, content and engagement advice from our experts on the Vertical Video Knowledge Hub.

What is vertical video?

Vertical video refers to a video format where the content is filmed or edited to be displayed in a portrait mode, rather than the traditional landscape format. This means the video is taller than it is wide, with an aspect ratio commonly seen as 9:16. This format is particularly designed to fit the screens of mobile devices, which are typically held upright by users.

The rise of smartphones has propelled the popularity of vertical videos, as people increasingly consume media on their mobile devices. Platforms like Instagram, Snapchat, TikTok, and even YouTube have adapted to this trend by enhancing their user interfaces to better accommodate vertical videos. This shift caters to the natural way most users hold their phones, making vertical video a more intuitive and engaging way for audiences to view content.

Vertical videos are not just a passing trend; they represent a significant evolution in how visual content is created and consumed. They are especially effective for social media platforms, where quick, captivating content is king. By filling the entire screen, vertical videos offer a more immersive viewing experience that can lead to higher engagement rates compared to traditional horizontal videos.

Why is vertical video a popular format?

Vertical video has become increasingly popular, and there are several reasons for this trend. Most people use their smartphones daily and hold them upright. Vertical videos fit this natural orientation, making it easier for viewers to watch without needing to rotate their phones.

Major social media platforms like TikTok, Instagram, and Snapchat favour vertical video. This format is perfect for short, engaging content that fills the entire screen, capturing the viewer’s full attention as they scroll.

By catering to the way we use our devices and the nature of social media consumption, vertical video offers a convenient and impactful way to deliver content. Because it aligns with these new viewing habits, vertical video has become a popular choice for both content creators and viewers. 

Here at Little Dot Studios, we know vertical video and we’ve produced and distributed it for some of the world’s most recognised brands. Check out this example produced for Prime Video UK’s TikTok account:

Do vertical videos perform better?

Whether vertical videos perform better can depend on several factors, including the platform, the audience, and the content itself. Vertical videos have gained popularity, but their effectiveness isn't one-size-fits-all. Here’s a more nuanced look at when and why they might be more effective:

• Platform Dependency: Vertical videos are optimised for mobile platforms such as TikTok, Instagram, and Snapchat, where they perform well due to the full screen format that aligns with how users hold their phones. On platforms like YouTube and Instagram, there’s a role for both horizontal and vertical video, each contributing to the overall performance of your profile/channel. For example, lots of YouTube channels repurpose longform horizontal content into vertical videos for YouTube Shorts to drive more views to their longform, monetised videos on the platform. 
• Audience Preferences: Different demographics might respond differently to video formats. Younger audiences who predominantly use mobile devices might prefer vertical videos for their convenience and immersive experience. Older demographics, accustomed to traditional TV screens and desktop computers, might favour longform content via horizontal videos.
• Content Suitability: Some types of content are more suited to vertical formats, such as short, impactful videos designed to grab attention quickly. On platforms like TikTok and YouTube Shorts, for example, the length of vertical video is capped, meaning the format is naturally associated more with short form content. In contrast, content that benefits from a wider view, usually meaning long form content with multiple shots and angles, is typically better suited to a horizontal format.
• Engagement Versus Reach: While vertical videos may engage users more effectively by filling their entire screen, this doesn't necessarily translate into wider reach. The choice between vertical and horizontal should consider what’s more important for the specific campaign—deep engagement or broad reach.

Understanding these dynamics can help you decide when to use vertical video effectively. It’s about matching the video format with the intended audience and purpose rather than choosing one format over another universally.

Vertical Vs. Horizontal Video

The traditional aspect ratio for horizontal (or landscape) video is 16:9. This ratio is commonly used in television, film, and standard YouTube videos. It provides a wide view that captures more of the environment on either side of the central subject, making it ideal for cinematic storytelling, expansive scenes, and detailed visual content.

Vertical (or portrait orientation) video typically uses a 9:16 aspect ratio, which is the inverse of the horizontal format. This ratio is optimised for viewing on smartphones held upright. 

Additionally, there is also the square video format, which has a 1:1 aspect ratio. This format is particularly popular on platforms like Instagram, where it offers a good balance by working well on both desktop and mobile interfaces without the need for rotation. Square videos can be effective for capturing attention in a feed without the preference for vertical or horizontal orientation, making it versatile for diverse content presentation.

How to Decide Between the Two

When planning video production, choosing between vertical and horizontal formats is crucial and should align with your strategic goals and target audience. Here are key considerations to help decide which format might be best for your project:

• Target Platform: Your choice between vertical and horizontal video should primarily be influenced by where the video will be shared. Vertical videos are ideal for mobile-first platforms like Instagram Stories, TikTok, and Snapchat, which are designed for quick, on-the-go viewing. Horizontal videos are better suited for platforms like YouTube or traditional broadcast where viewers might watch on a larger screen.
• Viewer Experience: Think about the viewing experience you want to offer. Vertical videos can be more immersive on mobile devices, filling the screen entirely and minimising distractions. This makes them great for captivating storytelling that demands viewer attention. Horizontal videos offer a broader view, making them suitable for detailed content or scenes where you want to show more of the environment.
• Content Type: The nature of your content can also dictate the format. If your video involves a lot of movement, landscapes, or multiple subjects, horizontal might be the way to go. This format can handle complex visuals better and is great for narrative or educational content. Vertical videos are perfect for direct, personal communication styles, ideal for vlogs, personal stories, or marketing messages aimed directly at the viewer.
• Production Logistics: Filming in vertical requires different framing and composition techniques compared to horizontal. You need to consider how to use space effectively, ensuring your subject is always in focus and the background elements don't distract. Horizontal video gives you a wider frame to work with, which can be more forgiving during production but requires more background detail to fill the space.
• Future Use: Consider whether your video content might be repurposed for different mediums. Horizontal video is traditionally more versatile for use across various platforms. Vertical videos can be challenging to repurpose for horizontal use without significant quality loss or awkward cropping.

By weighing these considerations, you can better choose the right video format for your project. Whether you go vertical or horizontal, make sure your choice enhances the storytelling, suits the intended platform, and resonates with your audience.

Where should you use (or not use) vertical video?

Choosing the right format for your video content is crucial for maximising its impact. Here’s where you should consider using vertical video, backed by specific platform insights and industry statistics:

1. Social Media Stories: Platforms like Instagram, Snapchat, and Facebook have popularised the "Stories" feature, which is designed exclusively for vertical videos. Over 500 million Instagram accounts use Stories daily, and vertical video ads in this format have a 90% higher completion rate compared to horizontal videos.
2. Social Media Feeds: For platforms where users predominantly scroll vertically, such as TikTok and Instagram, vertical videos can lead to higher engagement rates. On TikTok, for instance, vertical videos are the norm and align perfectly with user behaviour, capturing viewers' attention as they scroll through their feeds.
3. Advertising: Vertical video ads on mobile have up to 9 times higher completion rates than horizontal video ads. This is particularly effective in mobile-first environments where users are likely to watch the content without turning their devices sideways.
4. Live Streaming: Apps like Instagram Live and Facebook Live are optimised for vertical video, reflecting the way most users naturally hold their phones. This format makes the viewer feel like they are part of the conversation, which can be more engaging in a live setting.
5. Targeting “Vertical First” Platforms: Some platforms can be described as “Vertical First,” meaning the vertical format is the dominant and preferred video format. TikTok and Snapchat are great examples of this. These channels are built to enhance the vertical video experience, providing tools and features that encourage creators to produce content specifically for vertical viewing. If your campaign is specifically geared towards these platforms, vertical production is a must.

Production Tips for Compelling Vertical Content

Creating compelling vertical videos means taking a different approach than traditional horizontal videos. Here are some practical tips to ensure videos shot vertically are effective and engaging:

Frame Your Shots Thoughtfully

Since vertical video offers less horizontal space, it's crucial to consider your framing carefully. Focus on your main subject and position it prominently within the frame. Use the rule of thirds by placing key elements along the lines or intersections to create a balanced composition that draws the viewer's eye.

Uses Close-Ups

Vertical format works well with close-up shots, which can help to convey emotions and details more intimately. These shots are particularly effective in vertical videos because they fill the screen with relevant content, reducing distractions and increasing viewer engagement.

Keep Text and Graphics Minimal and Clear

When adding text or graphics, remember that vertical space is limited. Keep overlays minimal and ensure they are large enough to read easily on small screens. Position text in the centre or lower third of the screen to avoid covering key visual elements.

Consider the Background

With vertical videos, the background can become more pronounced due to the narrow frame. Choose backgrounds that enhance the subject without overwhelming it. A clean, uncluttered background works best to keep the focus on the main content.

Adapt Movement for Vertical

When planning movement in your video, consider vertical motion more than horizontal. Moving up or down can be more visually appealing and natural in a vertical format, whereas side-to-side movement may feel cramped.

Optimise Length for Engagement

Vertical videos on social media platforms should be concise. Typically, shorter videos (15-30 seconds for stories, up to 60 seconds for platforms like TikTok) maintain viewer interest and conform to platform standards.

Test Different Angles and Perspectives 

Experiment with various angles to find unique perspectives that enhance the vertical viewing experience. Overhead shots, for instance, can be very effective in vertical format, offering a fresh view that captures attention.

Sound Matters

Even though visuals are crucial, don't overlook the importance of good sound quality. Many users watch videos on their phones in noisy environments, so clear and well-mixed audio can make a significant difference. Additionally, consider how your video might be perceived with sound off, as many platforms auto-play videos without sound.

Preview on Mobile Devices

Always preview your video on a mobile device before finalising it. This check can help you spot any issues with visibility, text size, or composition that might not be apparent on a larger screen.

Align With Content Trends

Some common production themes have quickly emerged when it comes to original vertical content production. Using a green screen, influencers add themselves into different scenes or add lively backgrounds that really tie in with their video’s theme, while sprinkling in some text overlays instantly grabs attention. Here’s an example produced by Little Dot Studios for National Geographic’s TikTok account:

Beyond Production: Frequency and Community Management 

To build and maintain engagement, aim to post videos frequently — ideally five times a week. This consistent presence keeps your audience engaged and can help to rapidly grow your follower base on platforms where freshness of content is key. Engage actively with your community by responding to comments and messages. Using the 'reply with a video' feature, especially on platforms like TikTok, can further personalise interactions and encourage more engagement from viewers.

Get Social-First Production + Platform Expertise

At Little Dot Studios, we tailor vertical video content for some of the world's biggest brands with a fan-centric approach that feels authentic and engaging. 

Starting with a strategic foundation, we plan content specifically for the platform, audience, and key performance indicators to ensure every video hits its mark. From the scripting process to directing talent either in person or remotely, our content superfans make sure every video resonates deeply with its intended viewers.

If you're looking to elevate your brand's digital presence with vertical video content that captures and engages, reach out to the team today!