Why create vertical content? What is a vertical content? A content is vertical when it can be enjoyed by the user in a vertical position. Simple, isn’t it? Perhaps a more appropriate question would be: “Why is this format so popular?”. Here are 6 quick takeaways.
- THE SMARTPHONE. A recent study shows that people hold their phones vertically 94% of the time. And that’s why brands have adapted to this trend, thus creating ad hoc content for vertical viewing, consumed by mobile audiences.
- LEADING PLATFORMS. Pinterest is a pioneer of the vertical format. The platform has been cataloguing vertical images, photos and videos for some time now. Also, Snapchat has further popularized this format with its Stories, up to Instagram and Facebook Stories, Skype Highlights, Medium Series or WhatsApp Status. And users, especially the youngest ones, fully appreciate it!
- MORE VIDEOS. Around 75% of videos worldwide are designed for mobile usage. Let’s think about Facebook vertical videos, that generate 4x more engagement compared to horizontal videos (nobody wants to rotate the smartphone to see a photo or video in full screen).
- ADVERTISING. The vertical format improves the user experience. There are fewer elements of distraction, and attention is greater. That’s why vertical advertising is more effective, engaging and natural. Instagram Stories, for example, are driving incredible business results, thanks to the swipe up CTAs, which are ranging between 15-25% conversion rate. This percentage indicates people who swipe up in the stories to access a website or watch a video or a landing page.
- INFOGRAPHICS. Infographics are visual representations, particularly appreciated in vertical format. Some data shows that on Twitter, vertical infographics have a sharing rate of 28.9% higher than horizontal ones and 40% higher on websites or blogs.
- IMPROVED STORY-TELLINGS. Stories (regardless of the platform chosen) triumph in the vertical format; users perceive them as more authentic because they transmit naturalness and transparency. These features make them more appreciated by the audience.
Vertical stories and videos are visually more engaging, thus exceeding 90% of completion rate. A vertical video is, therefore, more likely to be watched until the end than a horizontal video.