Why Use Vertical Videos
Vertical video is valuable across various industries and categories. At first, video ads were created for the traditional 16:9 landscape format to be used on television. There has been a new era of vertical video advertising since the increase in mobile-first social media and user engagement on mobile apps. Videos used to be a storytelling, long-form 60-120 second segment that captivated an undistracted audience. Now, videos are required to engage users within the first three seconds with content that feels organic.
The History Of Vertical Video Ads
The use of varying video formats per platform can help drive optimal campaign results. Vertical videos are best used on Instagram, Meta, YouTube Shorts, & TikTok. The beginning of vertical video popularity started with Snapchat back in 2014. Following Snapchat, Instagram Stories introduced its vertical ad placements in 2017. Shortly after, Facebook stories was launched and then TikTok. TikTok offered a vertical-only feed and prioritized trending content via its algorithm. YouTube Shorts is the most recent option for vertical ad placements. They are unique because they offer advertisers long-form placements, skippable shorts, & in-feed options. Vertical ads help platforms increase time spent on the platform, overall impression volume, and videos watched per visit.
The Use Of AI & Content Variation With Vertical Videos
Vertical video is best used with AI and content variation. AI enables advertisers to condense long-form videos into shorter segments. This can be effortlessly done and at scale. Some software even allows you to convert 16:9 videos into a vertical format ready for TikTok through motion tracking & precise cropping. Vertical videos are generally fast-motion videos with quick cuts to convey action swiftly and engage users. Some variations can include a talking head, top regrets, product demonstration, what I ordered vs what I got, the comment overlay response, greenscreen, & stitch incoming.
Using Vertical Videos In Your Advertising
Vertical video is required in your marketing and advertising strategies. It creates a balance between organic & paid content, which generally leads to better performance. Paid ads generate growth for a brand’s product or service, messaging, creative approach, and overall content strategy. Make sure you test vertical video across multiple platforms and introduce variety in your video ad content. This will help you to better understand your audience and achieve the best results possible.
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