The only constant is change, right? So just as brands were beginning to buy into the need to produce entertaining video content on a regular basis, along comes another monkey wrench: Maybe some of that content needs to be vertical rather than horizontal.
Blame it on the mobile phone and Snapchat. Everyone knows that smartphones are becoming the predominant method of accessing the web. And people tend to hold those phones in a vertical position – especially when they’re making video calls with friends or family. this is especially true if you have a younger target audience.
Marketers on Snapchat have discovered that they’re more likely to watch content when they don’t have to turn the phone sideways. Naturally, this means you have to create video content differently. The canvas becomes much more like a movie poster, and you have to re-think your shoot as a result. What was once sideways is now vertical.
The bottom line is that forward-thinking brands are now creating multiple versions of their video content – so that each has a chance to shine in a particular media setting. Not only do you have to go where your audience is today. You also have to be there in the format they like best.