Social content has witnessed a significant transformation in the way content is consumed. One of the most notable trends is the shift from traditional formats to vertical video. As platforms like TikTok, Instagram Reels, and YouTube Shorts gain prominence, vertical video is becoming the new norm. This shift is not only altering how content is produced but also how advertisers connect with audiences.
The Vertical Video Revolution.
The rise of mobile-first platforms has fueled this trend, with the majority of social media users consuming content on smartphones. The shift to vertical video also aligns with how people naturally hold their phones.
Vertical video content accounted for over 70% of all video content views in 2023.
Instagram revealed that more than 50% of their video ad revenue in 2023 came from Reels, their vertical video feature.
These numbers highlight the importance of adapting to vertical video for advertisers looking to stay competitive in today’s market.
Vertical videos also dominate attention. A report by Snapchat revealed that vertical videos are nine times more likely to be watched all the way through than horizontal videos on mobile. This format fills the screen entirely, making it immersive and hard to ignore, driving higher engagement rates.
Navigating the Vertical Landscape as Advertisers
For advertisers, the move to vertical and short-form content means rethinking how messages are delivered. The days of detailed ad copy and long-form video are dwindling, and successful campaigns are now driven by immediacy and clarity. Brands must focus on:
Micro-storytelling: Effectively delivering the brand message within 5-10 seconds.
Optimizing for no-sound environments: Ensuring that video ads make sense even without audio.
Minimal but impactful text: Using clean and simple text overlays that enhance, rather than detract, from the visuals.
Engaging visuals: Prioritizing eye-catching imagery that grabs attention within the first 2-3 seconds.
The shift to vertical video is transforming how content is created, consumed, and advertised on social media. As vertical video continues to dominate, those who embrace the change and refine their strategies will have the competitive edge in capturing and retaining their audience’s attention.
As part of all ACG packages, we will make continuous creative recommendations as part of your campaign strategy planning.