In this article we will not talk about all videos in general, but about vertical videos on social networks - a relatively new format that is already very popular.
According to researchers , in USA, about half of the population of large cities periodically watch videos on the Internet. In 2016, the volume of online videos in the USA Federation grew by 19%; this year this indicator will maintain the growth rate at the level of 15-20%.
History of vertical videos
Recall that vertical videos first appeared in 2015 on YouTube. In the summer of 2016, this format became available on Instagram, and in the fall of 2016, such videos appeared on Facebook.
In 2017 "Stories" appeared on the VKontakte social network, which also display vertical videos.
Why are they needed
It would seem, why do we need such a specific format? This is what we will discuss in this article. First of all, it should be said that people are increasingly accessing social networks from mobile devices. On average, about 50% of the time spent on social media is spent on smartphones.
That being said, most people are used to holding their phones upright. Thus, according to research by MOVR Mobile Overview, on average, smartphone users keep their devices upright 94% of the time.
Television has taught us that video content is more convenient to perceive in a horizontal position. As a result, we get not docking: we hold the phone vertically, and watch the video horizontally.
All this ultimately leads to the fact that many smartphone users are simply too lazy to flip their device to watch a horizontal video.
Vertical Video Syndrome
Yes, yes, there is such a comic term that first appeared in the Vertical Video Syndrome - A PSA video, where stories about patients with this ailment are presented using dolls.
The authors of the video tried to explain that on our horizontal screens such a video will look terrible. And don't forget that our eyes are also horizontal, not vertical.
Despite the humorous presentation, the video at one time caused a serious discussion on the Internet. In which Google, Instagram and Vine managed to participate. But soon realizing that there was nowhere to go from such videos, they offered to turn them into horizontal
Benefits of Vertical Videos
Nevertheless, people continue to shoot vertical videos and they even have advantages:
Snapchat and Vertical Videos
You can only take vertical photos and videos on Snapchat.
So it's no surprise that they fully support people taking pictures in portrait orientation. And they even launch their mini-series filmed in portrait format
Research on the Snapchat mobile service shows that vertical videos have several times more completed views than horizontal videos.
In turn, the American advertising agency Laundry Service claims that their vertical videos on Facebook were about 3 times more effective than square ones.
One way or another, most experts agree that smartphone users are much more likely to watch videos in vertical format.
Thus, we can summarize that as the mobile Internet spreads, the popularity of vertical videos will only increase.
The Topic of Article: Why you need vertical videos on social media.