Let’s take a trip down memory lane, shall we? In 2022, we wrote one of our very first blogs called 2022: The Year of Vertical Video, where we dove into how the content format began dominating all the major platforms. It was clear that following the pandemic and the rise of TikTok, everyone wanted a piece of the vertical video pie, with Instagram launching Reels, YouTube rolling out Shorts, and Pinterest introducing video format pins.

This could not have come at a better time for Packsia, as we sought to provide high-quality and easy-to-use vertical video content for those who were intimidated by the concept. Two years and thousands of videos later, we are proud to be one of the leaders in the vertical stock video market.

But, like all social media trends, everyone (including ourselves) had to wonder: How long was this going to last? Were Reels and all of the emerging vertical video types just a fad, and soon would we be back to posting square images on Instagram? Was a new format about to show up and take over? 

Well, here we are in 2024, and vertical video has not only sustained its dominance but has also become an invaluable tool for brands and marketers looking to maximize engagement and visibility on social media. 

For today’s blog, we’re providing an overall update on how far the vertical video revolution has come and how it’s just getting started.

The Engagement Power of Vertical Video

Vertical videos have proven to generate significantly higher engagement compared to other formats. On Facebook, for instance, vertical videos get four times better engagement than square videos, and on X, they perform 2.5 times better. This elevated engagement is all thanks to the captivating viewing experience that vertical videos offer while aligning with users' default behavior on mobile devices​.

Platform-Specific Performance

Instagram Reels have become a staple on the platform, with more than half of Instagram users engaging with Reels at least once a week. Reels make up over 50% of the content reshared in direct messages, highlighting their popularity and the potential for organic reach and virality. For influencers, Reels are considered the most engaging type of social media post, surpassing static posts and Stories.

Additionally, TikTok continues to thrive with impressive engagement metrics. Vertical videos on TikTok boast a 25% higher 6-second watch-through rate compared to horizontal videos. The platform remains a strong contender for high ROI, particularly among Gen Z users, who are highly responsive to its unique format. In fact, TikTok’s appeal is so strong that 74% of its Gen Z weekly users would seek more information about an advertised product after seeing the ad on the platform.

User Preferences and Viewing Habits

When consuming content, users heavily favor vertical video. This should come as no surprise, but 94% of users hold their phones vertically, and less than 30% are willing to turn their phones sideways to watch an ad. Those who do turn their phones only watch 14% of the video on average, emphasizing the need for marketers to adopt vertical formats to maintain viewer engagement.

And it’s not just on TikTok and Instagram! Platforms like YouTube have also embraced vertical video, with YouTube Shorts seeing an average of 70 billion views each day. This shift towards short-form vertical content reflects a broader trend in user behavior, where quick, digestible videos are preferred over longer formats.

The Future of Vertical Video Marketing

The continued success of vertical video is reflected in marketing strategies for 2024. Short-form vertical video is reported to deliver the highest return on investment (ROI) among social media content types. An impressive 67% of social media marketers plan to increase their investment in short-form videos, while 53% of those already using the format intend to invest even more in the coming year​ (HubSpot Blog)​.

Marketers are also leveraging vertical video thanks to it’s unmatched user experience and high engagement rates on social media. The format's ability to capture attention quickly and deliver messages effectively makes it a crucial component of modern digital marketing strategies.

So, it’s safe to say vertical video has transformed the social media landscape. As we move through 2024, its value continues to grow, driven by its natural alignment with mobile device usage and its superior engagement metrics. For marketers, embracing vertical video is not just an option but a non-negotiable way to stay relevant and effective in the ever-evolving world of social media. With platforms like Instagram, TikTok, and Snapchat leading the charge, vertical video is set to remain a key player in digital marketing strategies for years to come. Yes, 2022 may have been deemed The Year Of Vertical Video, but it looks like the 2020s might just be the decade of vertical video, too. 

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