To reach more people, build better relationships and grow their businesses, many companies have begun to introduce their own mobile apps. Apps are dynamic and customizable: engineered to help businesses cultivate interactive relationships of trust and familiarity with an ever-growing population of mobile and tablet users.
With the growth of mobile apps being used, there is also an increase in videos being viewed on mobile devices. Videos that suit brands’ identities are commonly used in marketing apps. Success stories can be shown off, questions customers have can be answered, research can be simply portrayed in marketing videos.
Even though it is a great tool that helps viewers understand brands’ visions, entertains and enlightens potential customers, there is a common obstacle when it comes to placing videos in mobile apps – videos have to be viewed with the mobile user switching the orientation of the device horizontally.
We think things do not have to stay this way. We are in favour of creating vertical videos for mobile users specifically. Here are a few reasons why:
Undisruptive viewing experience
We use mobile devices in vertical form. When vertical videos become the norm for mobile phones, we no longer need to rotate our phones just to view a video. Vertical videos, when viewed on mobile, are actually more compelling and unique. It accentuates vertical video elements such as trees, standing people and more. It also gives more emphasis on depth of field, which is the focus placed on an object (no matter near or far).
Simple to shoot
Vertical videos are not hard to shoot at all! We simply need to turn our cameras to a vertical position and just about any camera that can shoot videos should work. We can use our point-and-shoot cameras, digital single-lens reflex (DSLR) cameras and especially our mobile phones to compose great vertical videos.
Vertical frames not only have the capacity to present content in a form of a close encounter, it also encourages adaptability to different situations that a mobile user might be in. Life becomes more convenient in different ways: videos can be viewed on treadmills where the mobile phone placer only allows for vertical plugins, videos dense in text become easier to read when it is on a vertical angle, videos focused on people (musicians on a stage, runway models, close-up portraits) are more beautiful when portrayed vertically because their movements and form is essentially vertical.
Audiences are intuitively engaged with vertical video because it gives a stronger sense of reality where content is delivered in visual layers of the foregrounds and backgrounds of images. We can comfortably watch vertical videos on tablets and smartphones without getting migraines because it is requires our eyes to scan a lesser dimension.
With billions of smart-phone and tablet users, the audience for vertical videos is huge and untapped: there is endless opportunity for marketers to use it to create personable and innovative messages.
GenesisXD, an Experience Design firm, helps our clients stay ahead of the curve with interactive mobile apps for marketing communications.