A proven vertical video guide to reign on 8 social platforms
Let's paint a picture together.
You see a mad crowd; they have surrounded a cafe. There are fainters and screamers in the batch. You're sure that some bat shit crazy things are going on. You wonder what's happening and you start to gallop towards the crowd. You pierce through the wall of people, then you could barely see your favourite artist’s face.
This is not an ordinary moment. You can't let it slip away. So, why not make this once in a lifetime experience immortal? You draw your phone and press the record button. Now, tell me, how are you holding your phone?
You are the living proof of the vertical content ascension.
This eBook will help you understand and prepare your company for the inevitable vertical transformation. Vertical video is a thing now and will remain a thing until the digital end of time. Because events like these are happening every day in different story forms. Sometimes it's a bar brawl, football game, funny cat or a concert. If everyday examples aren't your cup of tea, there is a statistical feast for left brains in the next chapter. You'll see the reasons why in detail.
Let's start with some reasons why then.
(unless Apple releases a new square iPhone next year)
The story format is the first original born video format of the internet. It grew to 1.5 billion users in five years. And it's one of the most significant events that Nostradamus couldn't predict.
Here is a starter for our left brain; We hold our phones vertically 94% of the time and rarely put them down. People use them to pay their bills in the boring supermarket line. We suddenly stop studying and check "Drake's net worth" on Google. On the train, we tap through our friends’ Instagram stories.
If we use it all the time vertically, why would we ever want to tilt our mobile phones to watch horizontal videos? Have you ever seen anyone who tilts his TV or laptop to watch a vertical video? It may seem like a small thing. Maybe you're thinking like, "Of course, I can tilt it in milliseconds and watch it in full bleed."
You’re on a bus on your way to work. It’s crowded and the driver is kind of mad on the brakes. Would you turn your phone sideways to watch the video? Pretty sure, you would watch it vertically and hang on with the other hand for dear life to survive the rollercoaster.
There are hundreds of scenarios and reasons. But the truth is I’m lazy. You’re lazy. We're always in the pursuit of minimal effort, and these small differences will make the difference.
So please, create your content vertically!
All you need is the attention of the viewer! And it’s easier to obtain it with vertical videos. They have nowhere to run. Imagine that you’re watching a horizontal video without tilting your phone. There are so many things that can and will distract you. You can get pulled out because of little detail in the left corner of the screen. Maybe you’re curious about the first comment and poof. You’re lost.
Vertical content almost forces people to focus on what you want to show. It uses all the available space for maximum engagement. That means less distraction for viewers and increased conversion for you! They see nothing but your brand or product. Light that candle. It’s you and your customer.
The equation is simple.
People love to consume vertical videos, and social platforms want more screen time. Look at YouTube. YouTube is the world’s largest horizontal video platform and is now promoting vertical videos. Every platform in the game embraces the transformation of the vertical format. In the next chapter, you’ll discover all the important players and how they structure their environment for a more pleasant experience.
You know it. Vertical video is somewhat hypnotizing; it’s hard to skip once it starts to play. Plus, it often starts to play automatically. Advertisers are aware of that. This is why they started experimenting with vertical videos a long time ago, and they got compelling results. Here are some of the savory outcomes:
It’s enough with statistic slam dunks, right? Now, it’s time to get to know the leading vertical platforms. Let’s discover what’s happening in the vertical world of social giants.
You can't just blindly pick with one platform (there are quite a few). To make things easier, we did the groundwork for you. You'll get to know 8 big vertical platforms by users age, behavior, consumption habits, plus lots of interesting statistics. After this read, you'll know where and how to post your vertical content to your customers. You may know some of the platforms. So, we wrote a TLDR for each. Feel free to scan and skip without fear.
But we're here to talk about vertical content. So let's begin... People rarely share regular IG posts nowadays. There are two reasons why.
Look at these numbers:
And finally, you can track your ads and analyze with FB ad manager. Even retarget your prospects until they buy. What? It's not a crime.
Millennials and Gen-Z will grow up. Even now they have huge buying power (actually, it’s the baby boomers that have the cash), and in a few years, they'll be your low hanging fruits.
They create and consume like crazy:
IGTV is the hidden gem of Instagram. Currently 17.8% of users watch them according to the latest data.
However, they recently came up with a feature that lets users share 1-minute previews of their IGTV videos to the IG feed. It went well. Some brands saw 5 to 10 times more views with the new preview feature. And BTW, you can link your IGTV videos with a story swipe-up.
IRRELEVANT FACT: The most liked photo on Instagram is an egg with 58M likes. @World_record_egg
Now people pay attention to this. TikTok is much more than just little kids dancing and lip-syncing on their phones.
It has 668 million downloads in 2018 alone. And it's the third most downloaded app in 2019 Q1.
It might be the next thing.
They started in China and took Asia by storm. And you know the mobile consumption of Asian countries. TikTok has 150 million daily active users in China and roughly 43% of TikTok's user base is located in India.
TikTok is a toolbox for content creators. With features such as filters, control over video speed, access to professional audio, video editing and more.
It gives you a framework to create your content from zero to hero. Even six-years-old can create and have fun with TikTok.
What's in it for vertical content? (Well, TikTok is all vertical)
What you’re about to learn can help you to drive a hell of traffic to your business.
It’s not a secret, but not so many people know it. Seriously, you can get a promotion at work or simply beat your competitors.
You know Google people, they’re smart. Now they have a plan (surprise). Soon you’ll witness a transformation on the internet. Every page you’ll visit will start to look like the Instagram Story format.
They call it Web Stories (previously named AMP Stories), which means: Accelerated Mobile Pages. As the name implies; it loads faster than standard mobile pages.
Web Stories look exactly like the story format we know. Well, you already know how addictive stories are.
To sum up. If you start to use Web Stories (previously named AMP Stories), these things will happen:
Because they want to remodel the mobile experience to a gigantic Instagram feed (then they’ll probably name it something shinier). Sorry but not sorry Instagram. You did the same to Snapchat.
Want to see some results?
Want to build your first Web Story? Get early access.
Snapchat is the creator of the vertical story format. They even survived the IG attack and now have 190 million daily users. How? Well, teens love Snapchat. And they can transform your business.
People use YouTube to learn how to build a house from scratch or to find out how nuts the some people actually are.
They use it as a research tool before they make a purchase. A few videos later, they find themselves watching how a honey badger can survive a cobra snake bite.
We're not going to flex YouTube stats here because they have 1.9 billion monthly active users. You see, it's impossible not to flex.
62% of businesses use Youtube and 90% of people discover new products.
Well, it's an excellent idea to mirror your vertical content and ads on YouTube.
IRRELEVANT FACT: As of October 2019, Despacito has the highest number of views on YouTube with 6,474,457,110
People use Twitter as a smart newspaper. Politicians use it as a weapon. And most of the brands use Twitter for community management. Well, you have to be there when people talk shit about you.
Just like other mediums, vertical content takes all the real estate and works well on Twitter.
What is in it for vertical content?
You know Facebook. As a matter of fact, your grandmother, cousins and nephews know Facebook too. So, we’ll not bother you with the ancient history of FB.
This time we’ll start with the main dishes:
What’s in it for vertical content?
Do you remember Vertical Video Syndrome or VVS? It's a so-called disease from six years ago, where people were bashing vertical videos. Well they got it ALL WRONG!
Millions laughed at vertical video shooters. But NOT anymore....
However, they couldn't see that the whole industry would turn into vertical. Samsung made a Vertical TV. Laugh at that.
The tide has turned. Literally! Your audience shoots and browses vertically. So let’s give them what they want and engage with them on their level.
Here is our prescription to future proof your business. Think where your content will be viewed, think mobile, think vertical and try to apply these learnings whenever you can!
So from now on hold your smartphone vertically before you press the record button!
PS: We have written 2 extra blog posts about the best tools to publish vertically on Social and the must-know tips and trick to make you content pop on these platforms.
This guide was brought to you by Tappable. Tappable is a brand that aims to improve the accessibility and legibility of content on mobile! That’s why we are working on setting your brilliant vertical content free from the grasps of Social Media.