Video on social media. Vertical is the way to go.
Do you still have a television mindset? True, we’ve all been brainwashed to view horizontal images on the telly. A number of digital platforms use such a set-up, too : Youtube, broadcasters online,… But social media are changing this. Indeed, ‘horizontal’ is increasingly perceived as annoying : 94% of all users are holding their mobile device in an upward position, and for longer than most suppose. More than 80% of all social media users is using such a device. Now, aren’t these good reasons to question our viewing habits?
It’s only natural
A smartphone naturally fits in the palm of your hand. Everything can be easily operated with the thumb of that same hand, leaving the other hand free to do other things. In the horizontal position, you need 2 hands to operate it… And since we prefer to use the path of least resistance, we hold it vertically.
For tablets, there’s another good reason to hold it that way. It’s a fact, we’re used to read documents in such a position : less characters per rule. Again, the path of least resistance. So those that think ahead and go vertical, create a big advantage for their business.
“A lot of us are getting truly hooked on social media. Instant gratification is the trend.”
Social media equals mobile
Today, we are on the road most of the time. A lot of us are getting truly hooked on social media. Instant gratification is the trend. Desktop or laptop computers aren’t suited for that. Mobile is taking over. Again : those that think ahead and go vertical, create a big advantage.
Social media like vertical formats
So which ones of the big players thought ahead since the beginning of this year?
• Facebook : vertical video appears on screen without black bars on the right and left hand side.
• Instagram : dito
• Snapchat : dito
• Twitter : dito
• YouTube : on the Android platform, Youtube now hides the black bars in vertical position, and the video appears on full screen.
There must be a very good reason why they changed their approach, no?
Higher conversion rates with vertical video advertising
Some smart marketers are already following this trend. Vertical video on a device that is naturally held in a vertical position, produces a bigger image than if shown in a horizontal one. Meaning : less distraction, more focus, bigger engagement for the message. Vertical videos are viewed 9 times more in the full and CPM ratios are up to 3 times more efficient.
Consumers are lazy
Look at it this way : those that visit mobile websites and use social media, expect a seamless experience. When your video plays in landscape mode, few will put sweat in rotating their screen 90 degrees. Thus, they’ll see you big news in a very small format. It might seem lazy, but that’s the way things are going nowadays. Wouldn’t it be better to take that into account when producing your next online video? We’re not the only ones that are suggesting this..
Your call now. Another call might be one to us, to get some more info. Wink, wink.