Published in 2 Oct 2023

Vertical video, a professional format?

Digital communication
Vertical video, a professional format?

Vertical video has emerged as a powerful creative opportunity for audiovisual professionals in corporate marketing. By leveraging this vertical video format, creators can deliver more immersive and engaging experiences while establishing a deeper emotional connection with their target audience. Scenarios such as intimate customer testimonials, detailed product presentations and interactive virtual tours come to life thanks to verticality. This creative approach responds to mobile consumption habits while breathing new life into corporate storytelling, enabling brands to stand out and effectively captivate their audiences. So how do you use vertical video in your digital communications?




Vertical video, the 9:16 format

It was this habit of watching videos in horizontal format (computer, television…) that caused all the criticism of vertical video in the 2000s.

If this practice has become so widespread since 2015, it’s not least thanks to social networks, which are increasingly accessible on phones.

The sharing of videos in stories, IGTVs on Instagram but also the explosion of Snapchat and then TikTok, have encouraged the development of vertical video.

When it comes to cell phone use, vertical video is the way to go. Most actions are performed vertically (calls, messages, news feeds, etc.).

The simple act of turning the phone has become a real problem from a UX design point of view. In fact, the trend is growing on social networks in mobile format.


Vertical video and professional audiovisual

Vertical video makes its mark in BtoB

Horizontal video undeniably held the monopoly. The vertical video wasn’t as successful, as it looked too amateurish with the black stripes on the sides.

But with the advent of smartphones as a means of communication, the public has caught on and habits have changed. So much so, in fact, that the vertical video format has found its way into brand communications, first in BtoC and then in BtoB. Even YouTube, considered the second most-used search engine after Google, has adapted its player to the vertical video format on social networks.

Vertical video in figures

According to Facebook Business, 65% of consumers see brands that use vertical video on social networks to advertise as more innovative.

ComScore, in 2016, announced that 80% of all time spent on social networks is spent on phones. In all likelihood, this figure has risen steadily in recent years.

Vertical video on social networks has become an almost indispensable tool for digital communication.

Vertical video: choosing the right broadcast format

However, it’s important to choose the right broadcast format, as each social network promotes these videos differently.

Ideally, you should create a video advertising campaign with several broadcast formats, adapted to each social network and its target audience.

On LinkedIn, for example, more people use their computers than their phones. As a result, vertical video is underdeveloped and therefore less recommended.

Vertical video: pay attention to the film’s vocation

The choice of vertical format must be adapted to the film’s purpose.

  • Yes to vertical video: product videos, snack content, employee portraits, reports, customer testimonials, virtual tours, event teasers…
  • No to vertical video: training, e-learning, tutorial and best practice videos, corporate culture videos, safety videos…
  • Why not vertical format: HR and internal comm films, employer brand videos, brand content…


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Vertical video: the trend!

Social networks are trend barometers because they give us daily information on what people like and what videos they like to watch… And if all these social networks leave the same clue, marketing professionals really need to take it into account. This has been the case for vertical video since the early 2020s, and it’s set to grow even stronger in 2022 and 2023!

  • LinkedIn suggests that advertisers create vertical videos to get better results on their paid ads.
  • Instagram has ensured that every video published on the platform is displayed as a Reel (vertical video). This began with the strong development of stories, which are exclusively in vertical video format.
  • Twitter (X) has also hinted at the development of an immersive vertical video feed like TikTok
  • YouTube encourages the creation of YouTube Shorts (vertical video).
  • TikTok, one of today’s fastest-growing social media platforms, is designed exclusively for vertical video.

10 years ago, the “Vertical Video Syndrome” was the talk of the town, as only 15% of video views came from phones.

But today, vertical video no longer has this amateur image, as mobile videos account for 60% of video views. This trend is likely to grow in the coming years as social networks adapt to this new vertical format.


Vertical video, a way to be more creative?

Vertical video is a way of being creative and original, while offering a more immersive experience for your target audience on media platforms. From a marketing and impact point of view, all habits need to be reviewed! Gone are the days of the 3/3 rule, now it’s all about the news! Efficient!

Verticality also offers unique creative possibilities. Narrow spaces demand a different approach to visual composition, and encourage directors to rethink their narratives. Elements such as close-ups of characters’ faces or vertical movements can be exploited in new and innovative ways to enhance emotional and narrative impact.

In conclusion, vertical video is much more than just a trend. It’s a powerful way for audiovisual professionals to push the boundaries of creativity, offer more engaging experiences, and reach diverse audiences in more relevant ways. By adopting this format, you capitalize on changing content consumption habits and establish a deeper connection with your viewers, while giving free rein to your inventiveness to tell stories in new ways.


And you can take advantage of all Skeem’s features to make your video productions, whether vertical or horizontal, a success: shared planning, comments, messaging, validation…

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