Imagine, for example, you are viewing your Instagram feed, and virtually every video you find is vertical, full-screen, and optimized for your mobile device. It’s so subtle you don’t even realize that vertical videos are standard. Are you a marketer or content creator, have you ever wondered why this is the case?
That’s because mobile is the king, and vertical videos are now the best form of contact with your social followers. As more than 90 percent of people consume the web on their mobile devices, it’s no wonder vertical videos are reshaping the content landscape. But why, exactly, are they so successful? And how are Indian brands exploiting the trend?
Learning about the increased demand for vertical videos might be the key to bringing more value to your audience. Whether you’re a small business owner, social media manager or content creator, understanding the power of this format can propel your brand forward in a sea of competitors. Consider this: wouldn’t you like to see your content get some of the exposure it deserves, just with a small format tweak?
In this post, let us find out about the emergence of vertical video, its social media effects and what Indian brands are already doing to capitalize on it. By the end, you’ll have concrete tips on how to get vertical videos to work for your brand.
The Emergence of Vertical Videos – Mobile First?
Why Vertical? Desktop to Mobile Transition – The Digital Transition
Let’s get into the “how,” first. Vertical videos became extremely popular because they correspond to the natural behavior of mobile users. According to Statista’s estimates, 70% of YouTube usage happens on mobile devices. And what do consumers actually do on their phones? They hold them vertically.
Such a small behavioral change, however, has driven platforms such as Instagram, YouTube and TikTok to adopt vertical formats by default. This isn’t about making it easy — it’s about making it interactive. When it comes to videos, users will more likely turn their phones to watch something that fits in with the way they scroll.
Social Media Platforms – What Changed?
There are platforms such as TikTok or Instagram Reels built for vertical content. Instagram, for example, switched from square post to full-screen vertical videos through Stories and IGTV (which was acquired by Reels). The vertical-first short-video model of TikTok, on the other hand, has changed the landscape of short-video creation, grabbing millions of users, particularly Gen Z and millennials.
In India, TikTok’s shutdown in 2020 left a void that Indian services such as Moj and Josh quickly filled, continuing the vertical video trend. These sites went viral, making it obvious that vertical videos were not just the new thing in town, but also a local imperative.
Data-Driven Insights – Why Vertical Works
Several research supports the effectiveness of vertical videos. A Facebook study demonstrated that vertical videos gathered 130% more views than horizontal videos. This is because vertical videos occupy more screen space and catch the users’ attention better. Vertical videos are simply harder to pass over while viewing a feed.
Indian Brands Leading the Charge
Indian brands were quick to catch up with this change. Take Zomato, for example. They also make their Instagram Reels as edgy and snack-friendly as possible, in order to catch our attention in three seconds. These Reels have real, human scenarios (like finding a recipe on a lazy Sunday) and are designed in vertical form so they’re ideal for browsing on your phone.
A further example is Flipkart which uses vertical videos in Instagram Stories and Reels for instant giveaways or product launches. Their vertical format enables them to highlight products quickly without distracting consumers.
Why are Vertical Videos Rewriting the Social Media Game?
Higher Engagement Rates
The ultimate advantage of vertical videos is that it brings in more viewers. Viewers don’t have to pivot their phone or change the orientation of their screen when they’re watching something vertically. This seamless flow leads to longer sessions and higher retention.
Take the case of Swiggy, who frequently uses vertical videos in its adverts. Their “Swiggy InstaMart” Reels use a vertical structure to showcase the amount of time that customers can get their groceries delivered. They create mini vertical videos that summarize their service in a few seconds and leave the viewer captivated.
Better Ad Performance
For companies, vertical video ads have outperformed horizontal video ads. Snapchat found that vertical video ads are 9 times more likely to be watched than horizontal videos. Because vertical videos are made for mobile viewing, so they are more entertaining and digestible.
Indian companies such as Myntra have realized this trend and now use vertical video ads on social media to advertise their products. Myntra’s vertical Instagram Stories and YouTube Shorts ads on their annual sales are short, eye-catching product demonstrations that compel users to take immediate action.
Customized Content – The Rise of Short-Form Vertical Videos
Vertical videos of any length are perfect for personalization. Social media apps such as Instagram Reels, YouTube Shorts, and Facebook Stories enable companies to provide personalized content.
Tata CliQ, for instance, utilizes Instagram Reels for quick consumption fashion tips and product demos. Usually, these videos appear as recommendations, allowing for a deeper bond with the viewers.
What lies ahead for Vertical Videos in India?
The Rise of Regional Content
Perhaps the most promising aspect of India’s digital economy is the growth of local content. Sites such as Moj and Roposo are taking advantage of the desire for content in regional languages, and vertical videos are contributing significantly to this trend. — Regional brands are now making content in Kannada, Tamil, Telugu, and other languages so that vertical videos are accessible to all the people in the country.
The Impact on Influencer Marketing
The vertical videos were immediately embraced by influencers. Since platforms such as Instagram Reels and YouTube Shorts now give short, vertical videos a greater chance of being seen, influencers are creating more vertical videos to keep up. In India, Influencers such as Prajakta Koli or Bhuvan Bam are good examples of how vertical videos can help in reaching out to an overwhelming number of people.
This opens up a huge opportunity for brands. Partnering with influencers who already know how to make high quality vertical videos can increase brand exposure and conversion rates.
How To Use Vertical Videos To Power Your Brand?
Tips For Vertical Videos Best Practices.
The following are some useful steps for brands attempting to produce eye-catching vertical videos:
- Keep it concise: People have a finite attention span. For Instagram Reels and YouTube Shorts, aim for videos under 30 seconds.
- Focus on the first 3 seconds: If the first few seconds of your video are important to watch, then that is where most viewers decide to subscribe.
- Captions / Text overlays: Most viewers are silent when they watch videos, so don’t be shy about adding text overlays or captions to keep the conversation flowing.
- Mobile Friendly: make sure that your video is recorded and edited for mobile use. That includes not shooting wide shots that will not look right on smaller monitors.
Conclusion – Vertical Shift Will Not Fade Away
With the Indian brands still learning to embrace the mobile first paradigm, vertical videos are no longer the fashion; they are the norm. As vertical content is driven by Instagram, YouTube, and TikTok, brands that do not catch up risk being pushed backward. Whether you’re a marketer or a writer, it’s time to think from the top down.
Reset Media specializes in creating quality, engaging vertical video content for brands that connect with their viewers. If you’re ready to boost your social media strategy, get in touch with us today. Let’s do something horizontal, let’s do something big.