Video on the web: horizontally or vertically?

Video as a medium is a vital asset for brands on social networks today. Not only do they attract more attention, but they are easy to share with the target community and generate a very high engagement rate…

However, making a successful video is not given to everyone and a simple detail such as its orientation – in landscape or portrait format – is currently giving rise to an intense debate as to what everyone is using. To learn more, this is an opportunity to understand the prevailing habits and customs.

Horizontal Video: A Standard That Seems Unbeatable

Basically, this is the standard native format. This is the type of video that completely fills up your computer screen, TV screen or your favorite movie theater. It is the way we see the world around us through our eyes. From the first films of the Lumiere brothers to the present day, this is a basic standard that was achieved and certainly set in stone…

… at least, until the advent of smartphones.

The ergonomics of our phone has greatly facilitated the development of photos and videos in vertical formats. Using them with one hand, our thumb quickly became the heart of our circulatory system. However, unlike a photo taken horizontally or vertically for creative or aesthetic reasons, video doesn’t offer as much flexibility. You can easily flip and crop a photo, but this technique quickly becomes unsuitable for video.

To fight against this trend, YouTube took the lead in 2012 by publishing this hilarious video to explain why vertical videos were a really bad habit.

Unfortunately, fighting against a fundamentalist movement is difficult. It takes extra effort to rotate your phone 90 degrees to film properly, and horizontal video is losing ground.

You have to get used to it and adapt. Constantly news channels, large consumers of videos made by witnesses on the hot news scene also black out, thus changing our way of looking at things. It’s become a fad, and there are dozens of tutorials on YouTube explaining how to achieve this effect in editing software.

According to purists, vertical video remains an outrage against a certain argument. And yet, things are changing as YouTube is starting out too.

change in habits

Vertical video can rely on a number of applications that have greatly facilitated its work and its adoption by the users. Let us quote Snapchat, Instagram or Periscope for example. By immediately adopting in their applications the option of filming in the natural sense of the telephone – hence the vertical -, these giants of social networks have democratized a way of filming and transferring images.

We no longer want perfection in video production, but practicality. Of these vertical videos, YouTube has also taken the bandwagon because since the summer of 2015, the internet giant has turned its jacket around and now lets you upload vertical videos embellished with these famous black bands. Allows viewing and viewing.

Build - Vertical Videos

Purists are lamenting the scandal, Internet users will have to turn a blind eye, but mobile users will find videos suitable for their phones.

The German newspaper Bild is riding this wave of verticality. By creating a new vertical television newscast built specifically for mobile phones, it’s shaking up existing habits. Then we apply the code of the social network to rapidly consume and share the content and read it exclusively on the mobile. A new practice that got people talking about it last summer.

Another initiative, this time in the cinema industry: a vertical video festival to celebrate this new format. Suffice it to say that the initiative is enhancing and shaking up our consumption habits.

Is vertical video therefore growing everywhere? Here too, the answer is not so simple.

coexistence of two forms

While Periscope and Instagram swore by vertical video, both apps recently took a step back and introduced new options, allowing videos to be created and streamed horizontally.

In short, formats are multiplying and adapting to all uses. Gone are the days of developing content on computers and ensuring that it is accessible on mobile devices. We should no longer think of “mobile ready” or “mobile first”, but “mobile only”. The telephone is the most widely used communication channel in front of the television or computer, and brands must adapt to this development.

Vertical video will not become the benchmarking standard tomorrow, but it should be taken into account in the creation of content related to the web marketing strategy of brands. Since the time spent on our phones is getting longer and longer, we have to create dedicated content to this medium that makes it easy to use.

It is difficult to say what the outcome of this fight will be. Will one format supplant the other? Are we going to strike a balance between the two formats and move towards the status quo?

In any case and unless you develop content specific to mobile, intentionally disruptive and dedicated to verticality, the simple fact of rotating your phone 90 degrees during your video shoot will go a long way in maintaining perfect consistency and aesthetics. Will do Your videos on the Internet.

No, that’s right, horizontal video isn’t completely finished yet.

image Source :shutterstock

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