Vertical video has become a dominant format for advertisers across various industries and categories. In the past, video ads were tailored for the traditional 16:9 landscape format on television. However, the rise of mobile-first social media platforms and evolving user behaviors have led to the emergence of vertical video advertising.
Platforms like Snapchat, Instagram, TikTok, and YouTube Shorts have played a significant role in popularizing vertical video. Snapchat introduced the vertical video format in 2014, and its success influenced other platforms to adopt it. Instagram Stories expanded vertically in 2017, leading to increased engagement and impressions. Facebook Stories and TikTok also embraced the vertical-only feed, reshaping creator and user engagement dynamics.
Today, vertical video advertising is at the forefront of the creative hierarchy. Brands, agencies, and media buyers are adopting a “vertical-first” strategy across platforms like Reels, TikTok, and YouTube Shorts. YouTube Shorts, in particular, provides a unique opportunity for full-screen vertical video advertising.
However, there is a significant difference in revenue between long-form videos and Shorts on YouTube. While long-form videos can earn around $3 per thousand views, Shorts only earn around 5 cents per thousand views. This raises questions about the engagement and conversion rates of Shorts compared to longer videos.
To maximize opportunities with vertical video advertising, advertisers should prioritize video campaigns that leverage the broadest inventory and platform placement range. Combining vertical video with AI tools can help condense long-form videos into bite-sized segments. AI features in software like CapCut can also convert standard 16:9 videos into vertical format effortlessly.
Content variation is another crucial aspect of vertical video advertising. Advertisers can test different variations, such as greenscreen, reverse psychology, talking head, product demonstration, and more. These variations engage users and convey action quickly, matching the mindset of users viewing vertical ads.
It’s essential for advertisers to embrace vertical video ads across platforms and test them on multiple platforms. This approach helps foster a harmonious relationship between organic and paid content, leading to better performance. Paid media plays a significant role in fueling a brand’s creative approach, messaging, and overall content strategy.
In conclusion, vertical video advertising is no longer an option but a necessity for marketing and advertising strategies. Advertisers should explore a vertical-centric approach, test across multiple platforms, and introduce variety to their video content. These vertical placements offer valuable insights into the audience and can yield cost-effective results.
