Videos in a vertical aspect ratio are becoming a common sight on mobile due to new social platforms in this format such as Snapchat, Periscope, Meerkat and Facebook, and marketers should learn to adapt to the upright content within their omnichannel approach without leaving the traditional approach behind. 

While mobile video is becoming more and more in-demand, marketers are looking leveraging the pull it has to appeal to millennials and consumers. With various mobile applications adopting the vertical style video, much user-based content is being seen more frequently in this ratio, and brands should get involved, too, but be sure not to dispose of the classic horizontal design. 

"Like any new media format vertical video opens up a number of creative opportunities," said Michael Becker, CEO and founder at mCorids. "It both releases and opens up creative constraints and let's consumers and shoppers experience a brand from a new prospective, they will be able to look up to and down to a brand. 

"Marketers will need to learn to embrace an innovative and experimental mindset with this new format," he said.

Vertical videos are now seen across a variety of mobile apps, but many of these platforms have one thing in common, all content is created within the respective apps. Snapchat, Meerkat and Periscope all deny users the ability to upload previously recorded content to the platforms. 

The restrictive features pose issues for many marketers looking to connect to consumers through these platforms due to the lack of control. Brands want to share professional content with their fans and consumers, knowing that high-quality content can attract them more. 


Brands use Meerkat on a vertical level to connect with consumers

The informal presentation of these apps can deter brands from leveraging the platforms, but the unprofessional appearance may actually be of interest to consumers. These apps, and vertical videos create a more personal feel to the content and can cause viewers to feel a stronger connection to the brand. 

These marketers need to think of what will resonate best on these platforms and, like every marketing effort, should not just jump in without research. 

If a brand is seeking the coveted millennial demographic, vertical video may be an important option. Millennials make up a remarkable portion of users on vertical video apps, and marketers attempting to attract the demographic need to leverage the content. 

Marketers must focus on which content will be in the frame for the vertical orientation, content that is meant to be filmed in a landscape format will not resonate the same via portrait. It important to think about what will be in focus and what will be left out in the brand?s video. 

?We are not switching but adding the option for vertical video into the marketing mix,? Mr. Becker said. ?The new video format adds a number of challenges.  

?Remember, Marshall McLuhan, taught us ?the medium is the message, the new format, medium, of vertical video influences the message that a marker is trying to convey,? he said. ?It impacts the story, how it is framed.  

?It also brings new production and technical factors that must be managed. It is also limited to just a few networks, which impacts reach and the scalability for buyers to engage with this new format.  Finally, vertical video requires that new evidence around consumer behavioral  be tested and measured.?

Traditional video formatting should be shared throughout various platforms such as mobile, television, desktop, billboards, etc. This format of video should be executed with high-quality content, and larger budgets. 

The vertical video is typically seen in channels that require less resources for marketers. A simple Snapchat from an employee?s smartphone can create a large connection for brands and consumers, without a large production. 

It is important to incorporate both formats into a multiplatform marketing plan. With today?s mobile-centric world, consumers are everywhere and always on, so it is important to reach them on multiple channels that resonate with them. 

?The idea of creating vertical video is misleading,? said Mitchell Reichgut, CEO of Jun Group. ?Marketers need to choose whether they want their content to live broadly in as many apps and publishers as possible, or create something specific to a particular app?s audience. 

?Snapchat and other vertical video platforms require content native to their user experiences,? he said. ?Video must be filmed vertically, and designed to work however the platform works, i.e. Snapchat videos are disappearing, ten-second snaps.?

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer