As the name suggests, vertical content is content that is consumed in the vertical position. Snapchat Stories helped drive this format into user consciousness, and the easy-to-use format has since then been adopted by Instagram and Facebook to reach a higher user potential.
The change in smartphone use means that content must do its best to be mobile-friendly, and vertical content allows people to browse without adjusting their phone. But why go through the effort of adapting your content to fit a vertical format? It’s simple. Vertical content provides a more intimate, straightforward, and immersive zone so that your content can truly shine.
Get live-ly
By rethinking how content is presented in a narrower format, brands have a chance to completely reimagine how they tell a story. Several sports networks like ESPN and NFL use Stories to bring their audience close to the action, providing them with personal and easy access to events that has fans satisfied. Audiences love the unique perspective that vertical content, especially live Stories, gives them.
Skip the rotation
With users holding their phone upright 94% of the time, vertical content just makes more sense. By skipping out on this format, brands are forcing audiences to re-adjust their handset and take an extra step to view their content. This practice will cause your brand to miss out on valuable engagement, so stay wary!
Distraction-free zone
Yet another advantage? Think big! No really, the vertical format takes up all of the audience’s screen and minimizes distractions for a much more immersive experience. “In 2015, Snapchat reported that full screen vertical video ad completion rates were 9x higher than horizontal video ads. Its internal research also found that vertical video ads draw up to 2x higher visual attention vs. comparable platforms.”
Getting into your audience’s head (and viewing things from their perspective) can help when it comes to understanding their needs and adapting your content to suit them. By being more intimate, hassle-free, and captivating, vertical content is ideal for brands to increase engagement, and it’s time to take a stand.
Source: “What Is Vertical Content? (And Why It’s the Future).” Insights For Professionals, 13 Feb. 2019
