The Rise of Vertical Video in 2024
The Rise of Vertical Video: Why It’s Here to Stay
Vertical video, a format once dismissed as non-traditional, has quickly become a cornerstone of social media video in 2024, thanks to the popularity of TikTok, Instagram Reels, and other mobile-first platforms. For organisations, vertical video represents a fundamental shift in how content is consumed, shared, and created, and for campaigns that target a mobile first audience, it is the future.
The Dominance of Mobile Consumption
It is hard to ignore the unparalleled engagement vertical video generates. As 90% of social media users access content via mobile devices, the format perfectly mirrors how we hold our phones, making it more natural and immersive.
Any campaign organisation aiming to reach younger audiences should consider vertical video as an opportunity to meet users where they are—on mobile. In 2024’s fast-paced, scroll-heavy landscape, vertical video demands attention and fits seamlessly into Gen-Z mobile habits.
However there are downsides, namely vertical video’s lack of versatility. If you have a social media campaign with horizontal (widescreen) videos, adapting them for vertical platforms isn’t as simple as flipping the orientation, the entire layout needs reworking. The same challenge applies if you want to use a vertical video on your website or at an event; it will require significant reformatting.
When it’s best to stick to the horizontal format
It must be said that vertical video is not a one size fits all solution. As much as it is beneficial for short, snappy mobile first campaigns, it is unsuited to in-depth explainers, highly polished promos, and detail-heavy content.
At Senate Media, many of the videos we produce fall into the explainer category, where length and detail are essential to convey complex ideas effectively. Voice over plays a critical role here, allowing us to break down intricate concepts while guiding the viewer through a narrative.
The horizontal format offers more screen real estate, which is crucial for incorporating visuals like charts, diagrams, or infographics that may get lost in the constraints of vertical video. The extra space also allows for a more polished, cinematic look, creating a professional tone that works better for detailed content.
In short, while vertical video excels at grabbing quick attention, horizontal video is ideal for delivering comprehensive messages that require time and clarity. Organisations should assess their content goals carefully to determine when vertical video fits best and when more traditional formats are more appropriate.
Why Vertical Video Can Improve Engagement
One reason for the surge in vertical video’s popularity is its ability to drive higher engagement rates. Full-screen vertical formats remove distractions, allowing viewers to focus solely on the content. Videos on platforms like TikTok and Instagram Reels tend to encourage more interaction, such as likes, shares, and comments, because they’re designed to capture and hold attention from the very first second.
In fact, research shows that vertical video ads on mobile devices have up to a 9x higher completion rate compared to horizontal ones. This is largely due to the vertical format’s ability to deliver content in a concise, visually engaging, and fast-paced manner, which aligns with mobile users’ viewing habits and preferences. The full-screen experience helps keep distractions at bay, allowing viewers to remain focused on the content from start to finish.
This opens up new avenues to tell impactful stories. Video appeals to emotion, and when viewers are captivated—watching full-screen, uninterrupted—the message becomes far more potent.
When Vertical Video Works Best
Vertical video thrives in certain contexts, particularly where brevity, engagement, and emotional impact are crucial. It’s an ideal format for campaigns, promos, and quick, attention-grabbing content that needs to connect with viewers on a personal level. Think of platforms like TikTok, Instagram Reels, and YouTube Shorts, where short, punchy content thrives. These platforms favour storytelling formats that are direct and succinct—perfect for conveying key messages, creating brand awareness, or driving specific calls to action, like signing a petition or sharing a campaign.
Campaigns and Promotions: The immersive nature of vertical video makes it perfect for promoting campaigns, where quick and strong messaging is vital. The format’s ability to fill the mobile screen provides an uninterrupted viewing experience, capturing attention almost immediately. Whether it’s rallying support for a cause or promoting a product launch, vertical video allows you to build momentum fast.
Emotionally Charged Narratives: The full-screen nature of vertical video intensifies the emotional experience, making it ideal for narratives that need to resonate deeply and quickly. Short but powerful stories—whether personal testimonials or dramatic visuals—are more impactful when viewers are fully immersed without distractions. Campaigns that aim to raise awareness of social issues or garner support for movements particularly benefit from this format.
Engagement and Interaction: Vertical videos are designed for platforms where engagement is the goal. Whether through likes, shares, or comments, vertical video content tends to encourage interaction because it feels more intimate and personal, replicating the way people hold and use their phones. This dynamic is perfect for campaigns seeking user-generated content or a viral boost.
Here’s an example: We produced a dynamic 15-second vertical animation for the Terrence Higgins Trust’s HIV Testing Week. With a fast-paced music track and the bold, memorable slogan “Give HIV the Finger,” the video is designed to inspire quick action and engagement.
Key Considerations for Organisations
For organisations, adapting to vertical video means more than just flipping the camera. To create successful vertical content, consider the following:
Keep your messaging concise: The faster pace of vertical videos means there’s less time to get your point across. Start with an attention-grabbing hook and keep content visually engaging to maintain interest.
Optimise for Sound Off Consumption: Many viewers consume content without sound, so adding captions or relying on strong visuals ensures your message lands even when audio is muted.
Use Relatable Content: Vertical video often feels more personal and less produced. Brands should aim for authentic storytelling that resonates with viewers.
The Future of Vertical Video
This format, once considered unconventional, has now become essential for mobile-first engagement. Organisations can leverage the immersive, attention-grabbing nature of vertical video to create powerful, succinct narratives. With more viewers interacting via mobile devices, this medium allows for more dynamic storytelling, ensuring messages are both seen and felt.