In recent years, the rise of mobile devices has sparked a debate surrounding horizontal versus vertical video in video marketing. Today, we'll explore key factors influencing video performance and audience engagement. We'll also explore the tradeoffs in balancing these factors and discuss the challenges of different approaches.

Vertical video is gaining popularity due to the surge in mobile usage. A report by eMarketer reveals that mobile video consumption has been on the rise, with an estimated 78% of video views occurring on mobile devices in 2021. As a result, brands have been experimenting with vertical video to captivate and resonate with mobile users.

Here’s some different elements of video and how horizontal vs. vertical content impact how it’s received:

• Storytelling:

• Horizontal video provides a wider view, creating an immersive and cinematic experience. This aspect can be particularly effective in storytelling, allowing for a more detailed and visually captivating narrative.

• Vertical video offers a more focused and intimate view, providing a closer look at the subject. This characteristic proves particularly effective for social media, where users scroll rapidly and seek quick bursts of content tailored to the platform.

• Production quality

• Horizontal video demands a higher level of production quality as it is often viewed on larger screens, which can accentuate any flaws.

• Vertical video  is usually viewed on smaller screens and is usually more forgiving.

When deciding between horizontal and vertical video, it's crucial to consider the tradeoffs involved:

• Immersion vs. Social Media Effectiveness: While horizontal video may be more immersive and cinematic, it may not be as effective for social media where users desire easily digestible content.

• Convenience vs. Storytelling: While vertical video may be more convenient for mobile users, it may not “immerse” people in the contnet like video that’s designed to be viewed on larger displays.

Ultimately, your choice should depend on the impact on your audience:

• If your target audience consists primarily of mobile users, vertical video may be the better choice.

• However, if your goal is to create an immersive and cinematic experience, horizontal video might be the more appropriate approach.

To navigate the world of video marketing effectively, it's essential to work with a creative agency that understands the nuances and complexities involved. At HAMLIN, we pride ourselves on our expertise in creating impactful content that truly resonates with audiences. Our team of experienced professionals specializes in this field and can provide valuable insights to help your brand thrive.