Driving Higher Engagement with Vertical Video


Not long ago vertical videos were attributed to people that didn’t know how to hold their phones correctly when pushing the record button. Lots of funny tutorials were done to “teach” people to use their phone while filming. But today, vertical video turns out to be a content format that’s more captivating than all the others. As the old saying goes: "Who laughs last, laughs the best".

Before shedding light on the benefits of vertical video’s presence in mobile advertising, let’s define what vertical video actually is. Vertical video may seem rare, but it is just an aspect ratio of 9:16 as compared to the traditional landscape ratio of 16:9. This is when a phone is held upright and the video takes up the entire screen, avoiding the wasted space that you’ve probably noticed while watching video in different apps.

Why Does It Matter?

If you are not tapping into the vertical video market, it’s high time you do. We’ll give you several reasons why you should.

#1. Everyone is watching video on their phone

Thanks to steadily growing screen sizes, high quality displays, and the popularity of social media apps, more and more people are watching video on their phone.  According to a report by Pew research center, about 75% of people 18-20 years old watch video on their smartphone. That number is only going to increase in the years to come.

#2: People hold their mobile phones vertically 94% of the time

Pick up your phone. Chances are that you are holding it in portrait mode, that’s vertical. Now your friend sends you a funny video, do you turn your phone to watch it? Most likely, you don’t, and you’re not alone. A global study found that people hold their mobile phones vertically 94% of the time. So why would you produce video content that only 6% of people would view appropriately?

If you think about it, smartphones have always been designed to be used vertically, not horizontally. When was the last time you caught a friend scrolling through their social media app feed with their phone held horizontally?

#3: Vertical Videos = More Engagement

Vertical video doesn’t just look prettier on mobile. According to AdWeek, advertisers on Snapchat have reported 9 times more engagement on that platform when their video ads are vertically oriented.

While vertical video may never supplant horizontal video, it will certainly have its niche - and for mobile video marketing success, marketers will want to take advantage of that.

To learn about how Aarki can help you reach your app marketing goals with vertical video, please email partnerships@aarki.com.


Topics: Industry News