Going up? The (continued) rise of vertical video

Vertical videos are everywhere—and they’re taking over. Whether you’re scrolling through TikTok, catching up on Instagram Stories, or even watching YouTube Shorts, you can’t escape them. What was once seen as an accidental or amateurish way to shoot video has become the go-to mobile content format. But why the sudden shift, and what does the rise in vertical video mean for creatives like you?

Let’s dive into the vertical video trend, exploring how it evolved from a quirky novelty into a powerful content creation and marketing tool. Understanding the impact of vertical video is essential in today’s mobile-first world. So, let’s find out why vertical video is here to stay and how you can master this format to capture your audience’s attention.

1. The history of video formats: A brief overview

To truly appreciate the rise of vertical video, it helps to first understand the history of video formats and how we got here. Let’s break it down:

4:3 Aspect ratio

A near-square format was used in the early days of television and film. This format was perfect for the screens of the time, which were more boxy in shape, and it was dominant throughout much of the 20th century, particularly for TV.

16:9 Aspect ratio

As technology advanced and the demand for more cinematic experiences grew, the industry shifted towards the wider 16:9 aspect ratio, which is now the norm for most TVs, computer screens, and online videos. This format provided a more immersive experience, better suited to the human field of vision, making it the go-to choice for filmmakers and content creators alike.

The mobile revolution

But then, the world went mobile. With the advent of smartphones and the dominance of social media, our viewing habits started to change. Suddenly, people were consuming more content on their phones than on traditional screens, and those phones were almost always held vertically.

Initially, vertical video was frowned upon—seen as amateurish or even lazy. After all, it wasn’t the “right” way to shoot video according to traditional standards. 

The shift to vertical video

However, as mobile platforms like Snapchat, Instagram, and TikTok gained popularity, the vertical format began to make more sense. It fits naturally with how users held their devices, and before long, the vertical video wasn’t just accepted; it became the new standard for mobile content. This shift marked a significant moment in the history of video, as content creation began to adapt to the realities of modern technology and user behaviour.

2. The emergence of vertical video

While it might seem like a recent phenomenon, vertical video started making its mark as early as the mid-2010s, thanks to the explosive growth of mobile-first platforms.

The Snapchat and Vine influence

In the early 2010s, we saw platforms emerging to embrace vertical video, recognizing its potential for mobile content. Snapchat and Vine were at the forefront of this shift, helping to legitimize and popularize the format.

Snapchat (2011): Launched in 2011, Snapchat was one of the first platforms to fully embrace vertical video. Its Stories feature (introduced in 2013) allowed users to share brief, disappearing videos designed for quick, in-the-moment content, perfect for the vertical orientation in which people naturally hold their phones.

Vine (2013-2017): Though short-lived, Vine’s 6-second video loops also contributed to the growing acceptance of vertical video. Launched in 2013, Vine allowed users to capture and share bite-sized content effortlessly, often in a vertical format, before the platform was discontinued in 2017.

If you miss it, don’t blink: Vine’s comeback might be a thing.

Mainstream adoption and evolution

As vertical video gained traction, major social media platforms began to adopt and refine the format, transforming it into a critical element of digital content strategy. This phase marked the mainstream acceptance of vertical video as a legitimate and practical format.

Instagram Stories (2016): Following Snapchat’s success, Instagram launched its own Stories feature in 2016, solidifying the vertical video format as a mainstream standard. With over a billion active users, Instagram’s influence was pivotal in normalizing vertical video.

TikTok’s impact (2018-present): TikTok, which launched internationally in 2018 (after merging with Musical.ly), took vertical video to new heights. Its algorithm-driven feed and full-screen vertical format made it easy for users to create and consume content without ever rotating their phones. TikTok’s success demonstrated that vertical video wasn’t just a trend but a format that could engage users on a massive scale.

YouTube Shorts (2020-present): Even platforms that traditionally favored landscape formats, like YouTube, have adapted to the vertical video trend. YouTube Shorts, launched globally in 2021 after initial testing in 2020, shows how pervasive and influential the format has become.

Why it caught on

Vertical video’s success wasn’t accidental. There are clear reasons why it resonated so strongly with mobile users and content creators alike.

• Convenience: The natural way people hold their phones vertically made it easier to shoot and consume video without rotating the device.
• Engagement: Vertical video fills the entire screen on a mobile device, creating a more immersive experience that captures and holds the viewer’s attention.
• Mobile-first world: As mobile devices became the primary means of consuming content, the vertical video format naturally aligned with this shift, making it acceptable and preferable.

3. Why vertical video works

The rapid adoption of vertical video isn’t just a passing trend; it’s a response to how we interact with technology daily. Understanding why vertical video resonates with audiences can help creators leverage its strengths effectively. Let’s delve into the key reasons behind vertical video’s success.

Natural user behavior

Our interaction with smartphones is inherently vertical. We hold our devices upright, whether texting, browsing, or scrolling through social media feeds.

• Ease of Use: Holding a phone vertically feels more comfortable and natural for most users. This orientation reduces the effort required to engage with content, as there’s no need to rotate the device.
• Seamless Integration: Vertical video fits seamlessly into most mobile apps’ design, aligning with how content is displayed and navigated, enhancing user experience.

Maximized screen real estate

Vertical videos utilize the entire screen of a smartphone, providing an immersive viewing experience.

• Full-Screen Engagement: Unlike horizontal videos that often leave black bars above and below when viewed vertically, vertical videos occupy the entire screen. This captures the viewer’s full attention and reduces distractions.
• Enhanced Visual Impact: Vertical videos can deliver more impactful visuals by filling the screen, making content more engaging and memorable.

Platform optimization

Many social media platforms have optimized their interfaces for vertical video, encouraging its use and effectiveness.

• The algorithm: Platforms like TikTok and Instagram often prioritize vertical video content, making it more likely to appear in users’ feeds and gain visibility.
• Instant accessibility: Since the device’s orientation does not need to be adjusted, viewers can immediately engage with vertical videos, making it more likely they’ll watch the content.

4. Compositional challenges of vertical video

While vertical video has become a staple in mobile content creation, it presents unique compositional challenges compared to traditional landscape formats. Creators must adapt their techniques to effectively utilize the limited horizontal space and maximize the vertical frame. Let’s explore some of these challenges and how to overcome them.

Limited space and framing

One of the most significant challenges of vertical video is the limited horizontal space. The narrower frame requires a different approach to framing subjects and telling a visual story.

• Reduced horizontal view: Unlike the expansive horizontal view in landscape formats, vertical video confines the visual space, making it harder to include multiple subjects or wide scenes in a single shot. This requires creators to be more deliberate in their composition.
• Focusing on the subject: With less room to work horizontally, it’s essential to center the main subject or action in the frame. This helps maintain focus and ensures that the viewer’s attention is drawn to the most essential elements of the scene.

Creative use of space

Despite its limitations, the vertical format offers unique opportunities for creative expression. By rethinking how space is used, creators can turn these challenges into advantages.

• Layering and depth: To overcome the limited horizontal space, consider using depth to create layers within the shot. Positioning subjects at different distances from the camera can add dimension and make the composition more visually appealing.
• Close-ups and details: Vertical video lends itself well to close-ups and capturing intricate details. Filling the frame with the subject or focusing on specific information can create a more intimate and engaging experience for the viewer.

Adapting traditional techniques

While vertical video requires new approaches, many traditional compositional techniques can be adapted to fit the format. Understanding how to modify these techniques is critical to mastering vertical video.

• Rule of thirds: The rule of thirds, a classic composition guideline, can still be applied to vertical video. You can position key elements along these lines by dividing the frame into three vertical sections to create a balanced and visually appealing composition.
• Leading lines: Leading lines can direct the viewer’s eye through the vertical frame, guiding them from one point of interest to another. Depending on the composition, these lines can be vertical, diagonal, or even horizontal.
• Color and contrast: Using bold colors and high contrast can help make subjects stand out within the vertical frame. This is particularly important in mobile content, where viewers may watch on smaller screens.

5. Practical tips for creators

Creating compelling vertical videos requires a blend of creativity and technical know-how. Here are some practical tips to help you master vertical video and make the most of this increasingly popular format.

Use your phone naturally

When shooting vertical video, embrace the natural way people hold their phones. This means holding the phone upright and shooting in portrait mode. Many smartphones today even have built-in stabilization to help keep your shots steady.

Think vertically

As you frame your shots, remember you’re working with a taller, narrower canvas. Focus on what fits within the vertical frame, and consider using elements like tall buildings, people, or trees to fill the space effectively.

Keep it steady

Just as with any video format, stability is vital. Use a tripod or gimbal to avoid shaky footage, which can be especially noticeable in vertical video.

Use vertical video-friendly software

Choose video editing software that supports vertical video formats. Apps like Adobe Premiere Pro and Final Cut Pro, or mobile editors like InShot and CapCut, make it easy to edit vertical content.

Add captions and text

Since many viewers watch videos with the sound off, adding captions or text overlays can help convey your message clearly. Be mindful of where you place text so it doesn’t get cut off on different devices.

Keep learning

Vertical video is still evolving, and there’s always more to learn. Stay up-to-date with the latest trends and techniques by following industry blogs and online courses or experimenting with new tools and features.

Going Vertical?

By embracing the unique compositional challenges and leveraging the strengths of vertical video, you can create engaging and impactful content that resonates with viewers. Whether you’re a seasoned creator or just starting out, the key is to experiment, adapt, and continue learning as this format continues to shape the future of digital media.

Feeling inspired to take your vertical videos to the next level? Envato has everything you need, from a vast collection of vertical video templates and vertical stock videos to Instagram Reel and TikTok templates. For more industry insights, check out this article on sonic branding, learn the latest updates for video from Adobe Max 2024, or find out everything videographers need to know about the new iPhone 16!