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Vertical videos are gaining traction. What to do about it?

Today, vertical videos are on Snapchat, Instagram, Facebook, Twitter, YouTube … everywhere. With IGTV release it became clear – Instagram believes vertical video is the preferred way to view content on a smartphone.

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Today, vertical videos are on Snapchat, Instagram, Facebook, Twitter, YouTube … everywhere. With IGTV release it became clear – Instagram believes vertical video is the preferred way to view content on a smartphone.

The same can be said about in-app. A lot of the top games are vertical as simple casual games get a large download share.

According to a Mobilemarketer study, users hold their smartphones upright & nbsp; 98% of the time . If you weren’t sure about vertical videos before, now you can rest assured that they won’t go anywhere

Vertical videos are gaining traction. What to do about it?

YouTube started support vertical ads in September 2018 .

According to the company, “more than 70 percent of YouTube’s watch time occurs on mobile devices,” which is why YouTube admits “it’s important to adapt to their browsing behavior.”

To better engage viewers, advertisers using TrueView and Universal App formats are best served with a variety of video ads, including square and vertical.

When a viewer sees an ad on their mobile device, the player expands based on the size of the video. Vertical videos cover 75% of the screen, while deployment – 100% of the screen. At this moment, a large beautiful canvas unfolds from a small rectangle at the top of the screen, drawing more attention to the user. This is a great way to combat banner blindness . You will no longer be able to thoughtlessly click on the “skip” button, as it will significantly shift down.

Independent tests Aitarget showed that vertical videos in Facebook is “coming in” well. An ad agency found a 27% drop in CPI when comparing two campaigns, one with a horizontal video creative and the other with a vertical one.

Vertical videos are gaining traction. What to do about it?
Indicators speak for themselves

Don’t put key content around the edges of the 9:16 video

In order for your users to see your entire message in a vertical video, do not place the main content around the edges. In insta stories, due to the difference in smartphone resolutions, up to 10% of the content on the right and left can be cut off. And on YouTube, the top 10% and bottom 25% of videos are cropped the most.

The image below shows how vertical video is displayed in different modes of the YouTube app.

Vertical videos are gaining traction. What to do about it?

Right: vertical video if the viewer switches to full screen.


Center: a 9:16 video clip cropped for the initial ad display.


Left: how the ad appears when displayed.

Instead of output

We’re at Clickable.agency we are confident that in the near future more and more companies from different spheres and industries will enter the vertical video advertising market, and soon this format will be on a par with horizontal.

Where to start?

It’s certainly better to create new videos designed specifically for portrait orientation, but re-creating all of your videos will certainly take a long time and won’t be cheap.

Why not start by simply resizing some of the effective videos to square or vertical format? This is a simple and quick process that will give you the opportunity to check the results before investing in new vertical videos.

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