Vertical video is a portrait format adapted to how people hold their phone, and today it is the standard format on most social networks. It is not just about image orientation – the way of telling a story changes too. The first seconds are decisive, and it must be clear within them what the video is about, because the thumb moves fast. The composition must allow for the fact that the bottom and top of the frame are covered by on-screen controls. Most people watch without sound, so subtitles are not an extra but a necessity. Choose the length according to what the content can sustain, not according to the maximum allowed. Reusing horizontal video with white bars at the top and bottom is the most visible sign that the content was not made for that platform, and it shows up in performance immediately.
See also: Creative fatigue, Content pillars, Organic reach.
