Horizontal vs. Vertical: Which is Better For Your Marketing?
The Short Answer: Both!
I’ll admit, there was a time when I looked down on vertical video. I wasn’t a fan. I would even give my friends a hard time when I saw them taking vertical videos. Sorry, Y’all.
Horizontal video is what I knew. It was how I was trained.
– Movies? Horizontal.
– TV? Horizontal.
– Our eyes? Horizontal.
Not to mention, at the time, smartphone cameras took poor quality video which was made worse when recorded vertically. While I may have been right then, my argument hasn’t aged well. Smartphones are held vertically.
– Phone calls? Vertical.
– Emails & Text? Vertical.
– Browsing the web & social media? Vertical.
Smartphone makers paid attention to how their devices were being used and advanced the camera technology to improve user experience.
Video was flipped on its head. And with that came new opportunities for both horizontal and vertical video content in your marketing. Let’s dive in.
Horizontal Video Content
Horizontal Videos Are Still Indispensable
Horizontal video, with its classic 16:9 aspect ratio, has long been the standard in video production. We’re most familiar with this format thanks to television and film. Here’s why horizontal video is still indispensable:
1. Enhanced Storytelling: The wider frame of horizontal video allows for more expansive shots, making it ideal for storytelling. Whether it’s a cinematic brand story, a detailed product demo, or an informative tutorial, the horizontal format provides the space to showcase your content effectively.
2. Higher Production Quality: Horizontal videos often come across as more polished and professional, largely due to the history of high-quality video production in this format. For businesses looking to make a strong first impression, horizontal videos are a go-to.
3. Versatility: While social media has popularized vertical video, horizontal video remains versatile across platforms. YouTube, websites, and many ad placements still favor horizontal formats, making it a staple for any brand’s video library.
Publish Horizontal Videos to Your Website
One of the best ways to share your horizontal video content is to publish it on your website. Adding professional video to your website can create a more engaging experience for visitors. According to research from Wyzowl:
“82% of video marketers say video has helped keep visitors on their website longer.” A second study conducted by Wistia showed that people spend 2.6x more time on websites with video compared to those without.
Vertical Video Content
Vertical Video is Now a Must-Have
Vertical video, typically with a 9:16 aspect ratio, has gained immense popularity thanks to the dominance of smartphones and social media platforms like Instagram, TikTok, and Snapchat. Here’s why vertical video is now a must-have:
1. Mobile Optimization: The majority of internet users access content via their smartphones, and vertical video is naturally suited to this behavior. It fills the screen without the need to rotate the device, providing a seamless viewing experience.
2. Higher Engagement: Studies have shown that vertical videos often lead to higher engagement rates on social media. Platforms like Instagram and TikTok prioritize vertical formats, and users are more likely to watch and interact with content that doesn’t require additional effort.
3. Relatable: Vertical video has a raw, authentic feel that resonates with younger audiences. This format is perfect for behind-the-scenes content, quick updates, and user-generated content that feels personal and approachable.
Vertical Videos Are Crucial for Social Media
Whether for organic posts or a paid ad campaign, vertical video content is an important component for your social media strategy. From Influencer Marketing Hub:
“With users spending an average of 17 minutes and 23 seconds per visit, Instagram offers a prime opportunity to engage audiences through short-form video content.”
Leveraging Both Formats
To maximize the impact of your video marketing efforts, knowing when to use each format is essential. Here’s how to incorporate both horizontal and vertical videos into a successful video marketing strategy for your business:
1. Understand Your Audience: Identify where your target audience spends their time. If your customers are active on YouTube, horizontal videos will likely perform better. If they engage more on Instagram or TikTok, vertical content is essential.
2. Platform-Specific Content: Tailor your video content to the platform it will be distributed on. For instance, create horizontal videos for your website, YouTube, and LinkedIn, while developing vertical versions for Instagram Stories, Reels, and Snapchat.
3. Repurpose Content: Shoot your video content with multiple formats in mind. This way, you can repurpose the same footage for different platforms, ensuring consistent messaging while saving time and resources.
Here’s a chart for quick reference on best usage for each format:
Wrapping Up
As video continues to dominate digital marketing, leveraging both horizontal and vertical video formats can ensure that businesses reach and engage their audience effectively, no matter where they are. Both formats have unique advantages and using them strategically can help you create more appealing, platform-specific content that drives results.
Want to learn more about using horizontal and vertical video content to meet your audience where they are—whether that’s on a desktop or a smartphone, a website or a social media platform? We’re happy to help. Contact Us.
