![[Latest] Tips for Creating Vertical Videos and Their Marketing Benefits](https://images.microcms-assets.io/assets/c097f8ce630d4dc08c826d3fb9b47604/f34334569f714fc197006e675e710270/1_c455b2d5_8550221e.jpg?fm=webp)
In today's video-centric age, vertical video is becoming firmly established, particularly on social media. Companies are increasingly using vertical video as part of their marketing strategies.
In this article, we will explain what vertical video is, tips for creating it, and the benefits of using vertical video in Web marketing.
What is Vertical Video?
Vertical video is video that can be watched in portrait orientation without changing the direction of your smartphone. Videos viewed on TV or PC are horizontal (landscape). Even in the early days of smartphone adoption, horizontal video was the norm.
While horizontal video has an aspect ratio of 4:3 or 16:9, vertical video has an aspect ratio of 9:16. Watching vertical videos on smartphones is highly popular, especially among young people.
Below, we explain the reasons for the popularity of vertical video and its characteristics.
Why Vertical Video is Popular
The reason vertical video is currently popular is the increase in platforms that support it. Platforms like TikTok, YouTube Shorts, Instagram Reels, and Facebook Stories have made it easier than ever to post and consume vertical content.
Characteristics of Vertical Video
So far, we have explained why vertical video is popular. Now, let's explore its key characteristics. There are two main features.
Low Viewing Threshold
Vertical video has a low barrier to entry. Being able to watch content casually on a smartphone without rotating the device significantly lowers the psychological hurdle for viewers.
According to the Ministry of Internal Affairs and Communications' 2022 Information and Communications White Paper, smartphone ownership is at 88.8%, surpassing PCs at 69.8%. Internet usage trends also show smartphones at 68.5%, 20.4 points higher than PCs at 48.1%.
For these reasons, the number of people watching videos on smartphones is steadily increasing.
300% Increase in Screen Size
Vertical video is displayed in full screen compared to horizontal video, effectively increasing the vertical screen size by 300%, making it easier for viewers to feel a sense of presence. Vertical videos that fill the entire screen have the characteristic of making it easier for viewers to immerse themselves in the content.
Features by Vertical Video Platform
While the number of platforms handling vertical video is increasing, let's look at the features of the three mainstream ones. You need to adjust your points of focus and strategy depending on the medium used, so it's important to understand each platform's characteristics.
TikTok
TikTok plays vertical videos automatically upon app startup. It is famous for its powerful algorithm. It analyzes what interests viewers based on past likes and comments. While feeding videos the viewer is likely to enjoy, it also randomly plays videos from completely different genres.
Additionally, because content quality is prioritized, even accounts with few followers can quickly gain views and followers if the video content is interesting.
YouTube Shorts
YouTube Shorts allows users to upload and watch vertical videos up to 60 seconds long within the YouTube app. You can access them by tapping the dedicated Shorts tab.
Since you can reach viewers who haven't subscribed to your channel, it's an excellent way to introduce your channel to a wider audience.
Start by using YouTube Shorts to let viewers know about your channel's content and overall impression. The strategy often involves establishing a brand presence with Shorts and then leading interested viewers to long-form videos or channel subscriptions.
Instagram offers two ways to post vertical videos: Stories and Reels.
Stories appear as round icons at the top of the startup screen. Features include content disappearing after 24 hours, making it ideal for sharing daily highlights or real-time communication with followers.
The Reels function provides a continuous feed of vertical videos when you tap the Reels tab. Viewers tend to swipe through continuously, taking actions like liking, commenting, or saving if they find a video appealing.
Unlike X (formerly Twitter), Instagram lacks a direct share function for general posts, making it harder for non-followers to see content. Since Reels can reach people outside your following, most companies use the Reels function for vertical video marketing.
Tips for Creating Vertical Videos
Here, we explain the tips for vertical video creation. We focus on three critical points to keep in mind when actually producing content.
Include an Opening that Makes Viewers Want to See More
In vertical videos, include an interest-grabbing opening that makes viewers want to see what happens next. On platforms like YouTube Shorts or TikTok, viewers tend to swipe through videos quickly. If you don't catch their attention in the first few seconds, they will move on to the next video.
Initially, it's recommended to model your structure after videos you find yourself liking or commenting on during normal browsing.
For example, you could start by answering a viewer's question with a "conclusion-first" approach, explaining the details in the latter half. A structure that leads to a closing where viewers feel compelled to comment is also effective.
The longer the watch time, the more likely the video will appear in recommended feeds, leading to an increase in account fans.
Keep Video Length Around 1 Minute at Most
Try to keep the video length around 1 minute at most for two main reasons.
First, as mentioned, some platforms have technical limits that prevent posting long-form content.
Second, viewers typically seek content they can watch casually while commuting or resting.
Even 10 to 30 seconds can be enough to generate significant interest depending on the content. Shorter videos also have a higher completion rate.
Resize Horizontal Videos into Vertical Format
If you lack resources to create new content, resizing existing horizontal videos into vertical format is an effective method.
There are two main ways to resize: cropping the most interesting part of the video into a vertical frame, or keeping the horizontal video as is while inserting images or titles above and below.
This is highly recommended if you can't start from scratch or only have landscape footage on hand. It's common to see vertical videos that are essentially highlights cut from longer horizontal original productions.
Add Captions and Subtitles
Adding captions and subtitles makes your vertical video more viewer-friendly. This is because it's important to account for viewers watching on silent mode.
Vertical video is often consumed during small gaps in travel time, where people frequently keep their phones muted. Since these videos are short, any content that isn't immediately understandable without sound will likely be skipped.
While it depends on the video's style, content that relies purely on visuals might not need them. However, if audio is essential to the message, we strongly suggest adding text to ensure the video's content is communicated even in silent environments.
3 Benefits of Using Vertical Video
We've discussed how to create vertical videos, and now let's explore three major benefits. The reason for its popularity lies in these advantages, so let's master them to use vertical video effectively.
Highly Acceptable to Gen Z
For companies looking to reach a young audience known as Gen Z, vertical video is a highly effective medium. A large proportion of vertical video consumers are in their 20s, making it the natural choice for targeting this demographic.
Mobercial Research indicates that 39.2% of people in their 20s watch videos exclusively in portrait orientation, a higher percentage than any other age group.
On TikTok, 70.0% of users are in their teens and 52.1% are in their 20s (*3), showing a significant tilt toward vertical consumption compared to older generations.
(*3) Source: 2023 Survey Report on Information and Communication Media Usage Time and Information Behavior
Companies wanting to reach Gen Z can find greater acceptance by sharing information through TikTok or Instagram Reels.
Increased Engagement Rates
Vertical video is an effective way to boost engagement rates. An article titled Vertical video pays off for Snapchat reported that vertical videos had 9 times higher engagement rates compared to horizontal ones.
Due to platform characteristics, vertical videos are typically around 1 minute long. Completing a message within a minute allows viewers to watch the entire content effortlessly.
Furthermore, the ease of watching with one hand without rotating the phone naturally leads to higher completion rates. Vertical video is an efficient way to increase engagement during brief gaps in daily routines.
As mentioned earlier, the 300% increase in screen size also contributes to higher engagement. Since no secondary information is displayed on the screen, viewers can focus entirely on the video, enhancing immersion and ultimately leading to better engagement.
3 Examples of Vertical Video Usage
Finally, let's introduce three practical examples of vertical video usage. Please use these as references for your own video creation.
Example: Wicca Commercial
Wicca, a ladies' watch brand for women in their teens and 20s, created a vertical video commercial featuring model Kasumi Arimura.
Viewing on a smartphone creates the feeling as if you're actually on a date with her, making it easy to get immersed in the video. The framing and shooting unique to vertical video captivate the viewer. The video concludes with a PR message for Wicca watches as a gift idea.
Example: Beauty/Cosmetic PR by Arichan
https://www.instagram.com/reel/C8txZOnyd2M/?igsh=MWE3anU0dDMxc2llbA==
Arichan is highly popular among women for using vertical videos on Instagram and TikTok for cosmetic PR.
The video above uses a structure that makes women want to watch, starting with a catchy title like "My Best Cosmetics of First Half 2024 as Chosen by Viewers."
She performs the PR while using actual products in a short timeframe, and includes captions so that the content can be understood perfectly even without audio.
Example: PIVOT Inc.
https://youtube.com/shorts/O_6iMhU_UYQ?si=qGVIa3ZOV1TzIco4
PIVOT Inc. operates the business media PIVOT. They are active on YouTube, creating talk-show style videos featuring famous guests.
The defining feature of PIVOT's vertical video is that they resize their original horizontal long-form videos into vertical format for YouTube Shorts.
By cutting out the most impactful parts and adding captions/subtitles, they create highly persuasive vertical content. Viewers intrigued by the Shorts will often watch the full video, making this an excellent marketing use of the vertical format.
Tomira TikTok Ad Operation & Consulting
Tomira handle everything consistently from creative ad production to targeting settings, budget management, and effectiveness measurement. In addition, professionals specializing in TikTok ads identify improvement points from daily operations and reflect them promptly. Since ad management reflecting the latest trends is possible, significant growth in results can be expected.
In creative production, we are well-versed in the most suitable videos for TikTok users, who are predominantly in their teens and 20s. We produce creatives with a strong focus on results, rather than just cool or stylish ad videos.
Furthermore, we can handle a wide range of requests, from consulting for accounts managed in-house to integrated plans where we handle production, operation, and analysis together. This allow us to identify improvement points from daily operations, reflect them quickly, and support result enhancement.
| Item | Content |
|---|---|
Service Name | Tomira TikTok Ad Operation & Consulting |
Company Name | Tomira Inc. |
Address | BIZ SMART 235, 2-12-8 Kita-Aoyama, Minato-ku, Tokyo |
Business Content | ・Web/Digital Marketing Support |
Official Site | https://tomira.co.jp/marketing/ads/ads_tiktok/ |
At Tomira, you can delegate everything from vertical video and short movie production to full SNS account management. For those who want to utilize vertical video as a company but struggle with a lack of know-how or effective methods, Tomira is here to provide full support. Since we also handle SNS operation, please leave it to Tomira.
Common concerns we address:
- No time for video production
- Unsure of video trends that appeal to Gen Z
- Don't know what kind of content to post
- Can't come up with video storyboards
- Lack of video editing knowledge or technical skills
- No followers or subscribers, so it doesn't lead to sales
- Want to improve an existing SNS account
Tomira solves these issues.
Key Features
- Reflecting the latest trends popular with Gen Z
- Handling account management alongside movie production
- Meticulous creative production
- Operated by professionals specializing in SNS
- Approaching ideal targets with precise strategies
- Creative production tailored to current trends
For companies wanting to grow by utilizing SNS centered on vertical videos and short movies, please reach out via inquiry.
Conclusion
The number of companies utilizing vertical video directly or hiring influencers for projects is increasing. As a marketing strategy suited for the modern era, whether you can effectively use vertical video is extremely important.
The characteristics of vertical video are:
1. Low viewing threshold since smartphones can watch content without being rotated.
2. Full screen size makes it easier for viewers to get immersed.
3. Higher engagement rates.
In summary, these three points define its value.
Using the cases introduced here as a reference, why not start focusing on vertical video marketing?
