How Vertical Videos Can Fit Into Your Content Strategy

Vertical videos seem to be everywhere nowadays, with each mainstream social media platform hosting them. These shorter videos grab onto our attention and keep us scrolling for hours. 

So, how can businesses leverage this trending media format? Find out here!

What is a vertical video?

Vertical videos have an aspect ratio of 9:16 meaning they are taller than they are wide. This makes them perfect for filling up your phone screen. To provide the best quality vertical videos to viewers, these videos should be created with the dimensions 1080×1920 pixels in mind. 

What platforms host vertical videos?

There are three big players in the vertical video game: 

• TikTok
• YouTube
• Instagram

Each has their own unique name for their vertical videos. TikTok videos are simply referred to as TikToks. YouTube vertical videos are called Shorts, and Instagram vertical videos are known as Reels. 

How long should a vertical video be?

When vertical videos were first becoming popular, they were short in nature. Typically, vertical videos would last up to 30 seconds. In recent years, social platforms have been extending the length of time vertical videos can play for. The exact length varies based on the social media platform. 

Below is a breakdown of length per channel:

Picking which platform to publish a vertical video to

Each platform that allows you to share vertical content has a different audience. Those who consume Instagram Reels may not have a TikTok account. Or some who watch YouTube Shorts may not engage much with content on Instagram. 

When deciding what content to make and where to post it, it is important to understand your audience and where they are browsing. Even if you leverage all three platforms, you may not find success in posting the same content across all three. Some of this is down to the algorithms of each app — however, consumer behavior is also at play. 

You may post a video to TikTok and receive thousands of likes, comments, and views. Whereas the same video may struggle to get engagement on Instagram Reels. 

As you continue to post on each platform, you can use analytics to determine what works with each app’s audience. There are also many resources online that discuss the typical demographics for each platform. They may give some insights before you start racking up channel metrics to review. 

What each platform focuses on

To help you get a sense of where to post your vertical videos, check out this insight on the type of content for each platform:

• Reels – Instagram’s Reels are a feature within the Instagram platform. Other features on Instagram include photo carousels and stories. If you decide to post Reels to your company’s Instagram profile, you may want to also share some still images as well to reach others on the application. 
• Shorts – YouTube Shorts are a feature within YouTube. Creators on YouTube can also publish longer, horizontally formatted videos to the platform. YouTube channels can feature both Shorts and standard videos, with each having a tab on a channel page. If you choose to publish on YouTube, you may want to work in some longer, standard videos into your content strategy as well.
• TikToks – TikToks are the sole feature of the TikTok application. This platform was created as a hub for short-form video content. 

Why should you use vertical videos?

Not sure if you should use vertical videos? Here are three compelling reasons why you should use them:

They’re popular

Vertical videos are sweeping the social media landscape. Some are calling the never-ending consumption of these videos an epidemic. Vertical videos can be addicting and truly grab viewers’ attention. Shorter videos allow consumers to go through an emotional cycle faster, and if you can connect that cycle to your product or service, you can get a user into your buying funnel.

Your competitors are already creating them

Since vertical videos are so popular right now, it is likely that your competition may have already tapped into them. Being able to compete in an added space can help you to outpace competitors. If your competitors are not leveraging short videos yet, this is a golden opportunity to get ahead of them.

They’re cost-effective

Vertical videos will also likely not take as much time or cost as much to produce compared to longer videos. Oftentimes, these videos can just be filmed on a phone and uploaded to your platform of choice. Typically, these platforms have built in editing software, making it simple to edit videos when on the go or when time is limited. 

Coming up with short video ideas: 5 quick tips

There are a few ways that you can get topics for your vertical videos. When coming up with these topics, it is important to keep in mind what platform you are going to publish to and the max video length allowed.

1. Look at competitors

Check out what your competitors are posting on YouTube Shorts, TikTok, and Instagram Reels. See which of their videos have the most engagement (likes, shares, comments) and go after those topics first. 

2. Answer questions

Review frequently asked questions your business gets and answer them. Review lead forms or listen back to calls to find those common questions. 

You can also answer industry-related questions. To do this, review People Also Ask Questions on Google or review other industry site’s FAQs. 

3. Capitalize on trends

Research trends in your industry using tools such as Google Trends, and start creating videos around them. Short form video content often capitalizes on trends and hot topics, so this is a perfect way to get some inspiration. 

4. Go after keywords

If your business focuses on certain keywords for search engine optimization (SEO), it can be great to work vertical videos into your content strategy related to these terms. It is easiest to do this on YouTube, as you can conduct keyword research using some third-party tools and YouTube itself. 

When going after certain keywords, keep in mind that your video’s voiceover should say that keyword throughout the video if possible. Also, you will want to use the keyword in the title of your video and in hashtags on platforms that allow for those items to be input. 

5. Humanize

Videos are a great way to introduce and humanize your brand. Posting videos that introduce your staff or tour your location can make your company seem more personable. Other popular videos of this type include having your employees participate in a current trend. Not only can this help your video to appear in more peoples’ feeds, but it creates that personal connection to your workers and brand. 

How to make a vertical video

You can make a vertical video using content that you have filmed or animated, or you can leverage stock videos. 

Let’s look at these two options:

• Company-Owned Footage: Using footage that your company has filmed or animated can make your vertical videos feel more humanistic. Viewers are likely to  pick up on the fact that you have filmed the footage and may prefer that over stock footage. Consider leveraging b-roll footage or filming new content for the purpose of your video. 
• Stock Footage: If your ability to film your own footage is limited, consider using stock video content. There are several sites out there that offer stock videos. One example being StoryBlocks. For some of these sites, you may need to have a paid account to leverage the footage, while others may be free. Either way, it is important to read through the copyright usage documentation to ensure you are safe to use the footage you have selected for commercial purposes. 

Editing and creating vertical videos

Some platforms have editing built in, which will allow for simple edits to be made to your content. If you are looking to complete some more complicated edits, you may rely on a platform like Canva or Adobe Express.

Let’s look at these platforms:

• Canva: If you are looking for a free solution, Canva might be your best choice. Many regard Canva as a user-friendly platform that is easy to learn. Another perk is that Canva has the dimensions built-in as templates for many vertical videos. 
• Adobe Express: If you are experienced in the Adobe Suite you may find it easier to navigate Adobe Express for video editing. Although there are free options for Adobe Express, only basic content tools are available. A premium version may be better suited for business needs.

Get help with vertical videos from WebFX

Looking for help with your vertical video creation? Reach out to WebFX content marketing and video production services. We can help you with video topic generation, video creation, and video publication! Contact us today to learn more!