![]() One of the interesting things is how quickly this trend is developing. You wouldn’t expect your desktop or laptop viewers to pick up their screen and physically tilt it in order to watch your video content in full-screen…so why is it a reasonable thing to expect from your mobile viewers? “If a video is vertical and a little bit compelling, you’re going to keep watching. In an interview with Digiday, Daily Mail North America CEO Jon Steinberg said it was “totally stupid” to have to rotate your device in order to see a video in full screen, and it’s hard to disagree. ![]() Studies suggest that we hold our phones vertically an almost universal 94% of the time, whether banking, chatting, calling, scrolling our news feed or – indeed – viewing videos. We hinted at it in our introduction, but when it comes to mobile phone use, vertical is king. There’s growing evidence that vertical video performs better Some of the world’s biggest brands are getting involved The big social platforms are embracing it Vertical video producers were seen as rank amateurs, their content undermined, their message lost.Īs a perfect example, check out the video below – the original version of this (recently deleted) had been viewed over 8.5 million times on YouTube since it was uploaded in 2012… There was a time when publishing vertical video would have attracted widespread mocking and derision. Which means you’re playing your own small part in one of the great media shifts of our generation: the unyielding change from horizontal to vertical video. If you’re like the majority of people, you’re probably holding it vertically, in portrait mode. In your mind’s eye, ask yourself: how are you holding your phone? So, like millions of other people around the world in their most memorable moments, you pull out your phone, fire up the camera, and hit the ‘Record’ button. You want to preserve the memory – save it to be revisited and re-enjoyed in future. You’re not content to simply enjoy the moment in the here and now. ![]() Imagine you’re at a huge sporting event, or a gig watching your favourite band. Vertical video is on the rise – and brands can’t afford to ignore it much longer!
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