Ever heard of a vertical video syndrome??
Vertical Video Syndrome (VVS) is a deceptive disease which satirically claims that those impaired can only shoot videos in a portrait adaptation, as averse to the more enhanced and viewer-friendly landscape mode.
Wondering from where this fictitious disease originated??
On June 5th, 2012, the gloveandboots uploaded a video on YouTube channel that was titled as “Vertical Video Syndrome – A PSA,” which displayed quite a few talking puppets complaining about videos that have been shot in a portrait orientation. Within the very first year of putting it on You, the video secured over 3.2 million views and 3,100 comments.
Watch that video here.
Many viewers on the Internet hate vertical video. To hypocritical natives of Reddit and YouTube, people who shoot mobile videos in portrait mode — think skinny and tall video, rather than the widescreen format normalized by movies and television — are discourteous novice.
But publishers and marketers who once dismissed vertical video as an inexpert mistake are changing their perspective. That’s in large part due to changing consumption custom that are making mobile the norm rather than the exception.
You might have missed out on this ongoing debate over whether or not to fuse vertical videos into marketing efforts, but with Snapchat rearing up its promotion of the format, it seems the haters are on the way out. Several publications have speculated that other big-name platforms will soon implement vertical video in an effort to better appeal to their mobile users, creating a major impact on the industry at large. With these revolutions on the way, it’s clear that brands and marketers need to prepare for the new fortuity and challenges this channel proffers.
Hailing to apps like Meerkat, Twitter-owned Periscope and Snapchat, the media industry is beginning to take vertical video earnestly. This has been observed because vertical video exculpate worthier results than standard video in environments where people tend to hold their devices upright. Snapchat strongly believes that vertical video ads have up to nine times more concluded views than horizontal video advertisements.
Vertical video on mobile is usually a better user exposure. Rotating your phone to watch a video in the wider screen is the identical of having to sit back at your desk and rotate your computer monitor all day long. It’s contemporary to be vertical. With smartphones held perpendicular rather than sideways, such full-screen video started gaining big buzz last year as a way for Snapchat to build out an advertising business. Now, "vertical" has become the biggest buzzword in digital marketing. Periscope, Meerkat, Mashable and even YouTube have hasped onto the concept, and with wider acceptance, conventional creators and designers are finding ways to adapt for video shot straight up.
While vertical video is clearly becoming more crucial for reaching mobile users, many are sluggish to accommodate when the idea of using this alternative media method comes into the picture. While some brands have altogether grasped vertical video as part of their marketing strategy, others are more watchful, waiting for vertical video to become more fully interspersed by other apps before taking the swoop.
The observed demurral is somewhat reasonable, as Snapchat does not have nearly as comprehensive a user base as Facebook or YouTube, and filming vertical videos would stand in need of additional spending on something that would have truncated appeal for non-mobile users. However, Snapchat’s 100 million users should not be taken lightly — especially since the audience bends heavily to millennials and teens (two highly desiderate, yet hard-to-reach groups for many brands and advertisers). And some companies have found appended uses for their vertical videos, reprising the content to appear as vertical display advertising on desktop websites.
The connotation for marketers trying to reach a mobile audience are largely clear. Mobile users aggrandize vertical. It likely won’t be long before Facebook, YouTube, and other popular mobile platforms preface means of incorporating vertical video into their exhibits, and no doubt other methods will be developed to ensure that such content can be easily integrated into other marketing efforts. The transit may not be the most inventively agreeable, but advertisers need to accommodate now so as not to be left behind.
Vertical video is here to stay, so you better get used to it.
As a video production company , we believe that "If you have a real idea, you can format it any way you want, depending on where you're playing."
P.S - Watch out our adaptation to vertical videos for one of our clients right here.