The Importance of Vertical Video
8 Minute Read
The future is now—and it’s all about vertical video content. Seriously, did you not know that? Where have you been?! Mobile-first experiences dominate how audiences engage online, and if you’re still clinging to horizontal formats, it’s time for an intervention.
Authentic vertical video content is driving engagement, boosting ROI, and leaving overly polished, old-school productions in the dust. Let’s break it down and help you catch up. It’s time to thrive in the vertical world or get left behind in a landscape desert.
Don’t forget, we do this for a living—so if you need a little help (or a lot-tle), you know who to call.
Is Vertical Video the Future?
No! It’s not the future. Vertical video is the now, and you’re late. Don’t worry—we’ll get you up to speed.

With almost 70% of video views happening on smartphones, vertical content is simply how people consume media today. Think about it: do you ever rotate your phone to watch a horizontal short-form video or ad? Exactly. Neither does anyone else.
Vertical video content has become essential. Platforms like TikTok (🤞), Instagram Reels, and YouTube Shorts are built for vertical. And if you’re running ads, vertical videos take up the entire screen, creating an immersive experience, while horizontal formats just make you squint.
So stop asking, “Is vertical video the future?” It’s here, and it’s how we’re all consuming content.
Why Vertical Video Is Important
Vertical video fits perfectly with mobile-first behavior. It’s not just about fitting the screen—it’s about aligning with how people actually use their devices and consume content.
Here are the top reasons why vertical video content is prevailing:
- Perfect for Mobile: 94% of smartphone users hold their phones vertically. So, of course, vertical videos fit naturally into the way people are already interacting with their devices. Why fight it?
- Higher Engagement Rates: People are lazy! We want the most convenient options at all times, and turning your phone sideways just isn’t! Convenient that is. In fact, less than 30% of smartphone users will turn their phones horizontally to watch a video, and those folks who do only watch 14% of the content.
- They Look Pretty: Vertical videos take up more of the screen on mobile devices. They catch the eye, hold attention, and are more immersive for the viewer, making the experience more enjoyable.
- Superior Ad Performance: The people are making it clear that they prefer vertical video ads. When vertical video is added to a YouTube Shorts ad campaign, there is a 10–20% increase in conversions per dollar compared to horizontal ads alone. Additionally, ad sets that include a 9:16 video with audio see a 12% higher conversion rate.
- Platform Optimization: The giants of social media—Instagram, YouTube Shorts, TikTok, etc.—prioritize vertical video content in their algorithms, meaning your vertical videos will get better visibility and engagement.
In short, vertical video is the standard for consuming and interacting with content today.
Do Vertical Videos Get More Views?
Yes. Yes, they do. Vertical video ads have a 90% completion rate, whereas only 14% of viewers will watch a horizontal video ad through to the end. Why is that? Well, because they’re easier to watch, don’t require you to turn your phone, and they feel more authentic to the viewer.
As we stated above, many social platforms prioritize vertical content in their algorithms, which further boosts visibility and engagement. If your goal is to maximize views and interaction, authentic vertical video content is the way to go.
Authentic Vertical Video Content—The New Standard
Authentic vertical video content grabs the attention of users and builds connections. Why? Because it’s real, it’s relatable, and it’s what people actually want to see. Gone are the days when overly polished productions were king and vertical video was frowned upon. Today, audiences are looking for something that feels human—and that’s where authentic content shines.
What Does Authentic Content Mean?
Authentic content is all about being real and accessible. Think behind-the-scenes moments, candid shots, and genuine storytelling that feels less like a pitch and more like a connection.
Research from HubSpot reveals that 63% of consumers prefer authentic content over high-production videos because it’s more engaging and memorable. It’s not about perfection—it’s about resonance.
Relatable content creates a lasting impression. It feels like you’ve made a friend you’re looking forward to hearing from again. High-gloss “professional” feeling videos highlight our differences. Where authentic vertical content is your BFF, an old-school, big production is an out-of-touch billionaire.
What Is Authentic Video Content?
Authentic video content feels like a conversation, not a commercial. It’s cost-effective, too. All you need is a smartphone, a clear message, and the willingness to be real. And here’s the best part: authentic video content delivers a better ROI.
There is no denying that video content in general is a smart investment. Going into 2025, a whopping 93% of video marketers surveyed believe that video provides a good ROI. Depending on your goals, that return could mean increased sales, more leads, higher engagement, greater brand awareness, or other key metrics.
Authentic vertical videos go a step further and connect with the audience on a personal level. Along with that comes viral potential! The most shared videos are often funny, creative, and—above all—genuine.
We’re not saying to scrimp on quality—just quit striving for polished perfection. Focus on creating moments that resonate. Show your brand’s personality, connect with your audience, and let your authenticity shine.
Platform Specific Considerations
Vertical video isn’t just for social media—it’s for every corner of the digital space where video can live. Whether it’s Instagram, LinkedIn, website embeds, or ads, authentic vertical video content is how the audience wants to interact with your brand.
Social Media
Platforms and placements like TikTok, Instagram Reels, and YouTube Shorts are all about authentic vertical video. Their algorithms prioritize this format so your vertical content is more likely to gain visibility and engagement.
Ads
Vertical video ads fill the entire screen, creating an immersive experience that horizontal ads simply can’t. They grab attention—without disturbing the consumer’s scrolling habits—and convert better, giving you more bang for your buck.
Websites
63.38% of all website traffic comes from people using their mobile devices, so of course website embeds in the vertical format make the most sense! Even on desktop and tablet devices, vertical video is more familiar and intuitive for the user.
Distribution & Consumption
Plan for where your video content will live and how it will be consumed.
- Understand Placement: Know your platforms. TikTok and Instagram demand vertical content, while some YouTube viewers still prefer horizontal. Plan for both when possible, but prioritize vertical.
- Size Matters: For Instagram Reels, YouTube Shorts, and TikTok, 9:16 (1080 x 1920 pixels) is the golden ratio for vertical video. Always film with these dimensions in mind.
- Shoot for Versatility: If you’re doing a larger production, make sure the footage can be adapted. Framing the subjects centrally allows the video to be cropped for both vertical and horizontal formats.

How to Make Authentic Vertical Video Content?
Now listen, creating authentic video content isn’t just about picking up your phone and hitting “Record”. You still need a strategy, a plan, and a whole lotta creativity. This is about achieving your goals with a genuine and relatable approach. Let’s break it down.
Plan for It
Nobody is just waking up and killing it right off the bat, no matter what they tell you! You’ve got to start with a plan.
First, set clear goals. What are you looking to do with your video content? Boost engagement? Drive leads? Increase sales? Build brand awareness? Your goals will shape everything from your tone to your visuals.
Next, know your platforms. Are you posting to LinkedIn, Instagram, Facebook, or all of the above? Each platform has its own vibe and best practices, so tailor your content accordingly.
Last, think ahead about the technical aspects of the shoot. You may need multiple versions for various platforms; therefore, you must be aware of the specific video sizes required.
Production Tips & Best Practices
- Shoot Smart: At this point, we’ve established that you should always be filming with vertical orientation in mind. Use the 9:16 aspect ratio (1080 x 1920 pixels) for Instagram, TikTok, and YouTube Shorts. If you need horizontal assets for TV, set up your frame to allow for cropping.
- Light It Up: Authentic video content does not equate to looking cheap or sloppy! Poor lighting is a tragedy, and it’s easy to fix. Natural light is your best friend, but if you’re indoors, invest in a ring light or softbox for even illumination.
- Capture Clear Audio: Samesies with the audio. Authentic content doesn’t mean it’s hard to hear. Use an external microphone if possible—it can make a world of difference.
- Stay Spry: Trends move fast. Your production process should have a certain amount of flexibility so you can pivot when needed. Jumping on a timely trend can skyrocket your reach.
A great vertical video doesn’t just happen. With proper planning, the right tools, and a willingness to adapt, your content has the potential to hit the perfect balance of authenticity and quality.
Time to Catch Up to the Now
Vertical video content isn’t just a passing phase—it’s how audiences consume media now. From mobile-first behaviors to social platform algorithms, the evidence is clear: authentic vertical video content is killing it in the digital age.
Actionable Steps:
- Start Today: If you’re not already creating vertical video content, now’s the time. Start small, focus on one or two platforms, and build from there.
- Embrace Authenticity: Don’t overthink it. Real, relatable, genuine content wins every time.
- Plan Strategically: Tailor your content to each platform’s strengths and audience preferences.
- Track & Adapt: Use analytics to measure performance, gather insights, and refine your strategy as you go.
It’s time to face the facts—ignoring vertical video content means missing out on massive opportunities to connect with your audience. Why would you do that? Embrace the now!
At Twelve Three Media, we specialize in creating authentic, high-performing vertical video content that drives results. Contact us today, and let’s get you back on track with a kick-ass digital video strategy!