The production of vertical video used to indicate a company that wasn’t aware of the boundaries of the platforms their videos would be seen on, but it seems like this attitude is about to change.

With millennials ever increasing the amount of time they spend viewing from a smartphone, vertical video is increasing in popularity. The 18-35 year old age bracket are creating and sharing a larger amount of vertical videos, as the action of turning the smartphone horizontal to view is becoming a potential barrier.

Snapchat and Instagram

If you are thinking of engaging and interacting with your consumers via the social media platforms Snapchat and Instagram, then you may already be aware that vertical video is no longer something to be criticised. Snapchat has been pivotal in the rise of vertical video and if you want to get your company noticed, your promotional videos need to meet the consumers expectations on each platform.

Facebook

Earlier this month, Facebook released an update embracing the emerging vertical video trend, and this is huge news for advertisements. Brands have already taken to Facebook to advertise using vertical video, setting the trend for a new development in video marketing. If your company hopes to use Facebook to its full advantage, perhaps you should also think of this emerging trend.

Challenges

Video production typically involves shooting horizontal content and editing that same content to be available on a range of platforms. The challenge now is that horizontal content can’t simply be repurposed for the vertical platform whilst maintaining full content and quality. This means that for video marketers, this shift to vertical video may incur more expense and be more time consuming.

It seems that vertical video is going to have a growing role in video marketing when considering smartphone and social media viewers, giving companies the ability to meet consumers wherever they are and advertise in the way that they are demanding.