Video is something I have begun to play with over the last few weeks in the form of a vlog on YouTube, but as you might know it's difficult to gain that organic reach you're used to on social platforms. That doesn't mean its impossible, but by using various other channels to advertise and push them to that new content is key in today's world. That is where vertical video comes in on Instagram! Yes, it might be annoying as hell to see yet another vertical video, but hold tight as I walk you through why this is a brilliant place to use it and also how you can do it yourself.
Let's start by removing the elephant in the room. Vertical video is a thing and it's not going anywhere anytime soon, it lives across many social avenues now with Instagram, Snapchat, and Periscope. Why does it exist? Because we created the need by making tall portrait style touch screen phones and tablets. Sure people can flip the device on its edge and watch a video from YouTube horizontally but how many of us actually do that? I find it annoying to always have to turn on and off the rotate lock button my iPhone. So why not take advantage of it all while it's here? Lets dive into why I am getting into vertical video, how it reached an audience on Instagram, and how you can go to create your own, both on your phone and in editing software like Premiere.
(Vertical) Video on Instagram and Why It Works
Instagram added video to the platform almost two years ago and it now consumes around 40% of the content shared. It's not something you want to ignore as a photographer, and especially as a videographer. Why does video on Instagram matter if you are a photographer? Views! A recent change to the video player on Instagram is you now see views just like YouTube and Vimeo rather than likes. For me, that shows nearly double the engagement as likes, and I am sorry but what we really are looking for is engagement here. So do brands, they want to see that your content is being seen by the masses and in turn they will hire you over someone else.
Yes, any video on Instagram will garner more views than likes but remember that the platform plays much nicer to portrait style content. Since they allowed for new aspect ratios outside the famed square crop, the benefits are that content will show larger and in full view to the user. Sure it cuts down into your caption but in the end we want to see the goods and then if we are intrigued we will read on. See below for example.
As you can see the majority of the content fills the screen, not too hard to see the benefits of using portrait vs landscape shots. Now, my idea sparks a challenge to accept vertical video to garner a larger audience in the form of views rather than likes. I am not saying this should replace horizontal video work but rather compliment it. A simple way to share snippets of the main video or even completely fresh content that pairs well with the root video work. This can be used as a tool to push them to YouTube or any other place you look to publish the final work in full.
How to Create Your Own Vertical Video in Premiere
As I mentioned above creating vertical video is not a recommended way to publish finalized work but rather a way to create a snippet or sample piece that can be used for social media, mainly Instagram, that can then bring folks to your place of choice. In my case its my new YouTube channel. That will be where I want people to go view, like, and eventually subscribe to my work. In the meantime posting to Instagram will allow me to track a larger audience and give potential clients the illusion of engagement since views will be larger than likes.
Lets get started. This is Premiere for those that are not familiar. At the bottom is my timeline where most of the cutting and editing happens. Top left is where I can drag and drop footage to then be scrubbed and cut into pieces to then add to my timeline. Top right is just another viewer or editor to show my final work in whole.
Premiere Pro Editing
Select Sequence>Sequence Settings...
Select Custom
Finally, change the frame size to fit vertical video of your choice. Here I chose, 1080 horizontal and 1920 vertical
Once the settings are dialed in you can then see in the top right viewer a screen size that looks similar to that of mobile friendly vertical video. This will become your base for adding in your own video snippet.
How exactly did I shoot vertical video? You can do it one of two ways. You can attach your camera to a tripod and flip it vertically on the ball head to shoot vertical and then flip the footage in Premiere later to fit the size. Or you can simply use your iPhone to shoot the clip by setting it to video or time lapse in the upright position, as shown below. Yes, I used a Canon 6D as a tripod for my phone because I left my phone tripod at home.
What Vertical Video Looks Like On Instagram
Here it is, the final piece live on Instagram both in a link and also as a screen grab to show its use of the full screen size. The end result gives me a solid seg way into where I want to bring people, my final video work on YouTube. Though this piece may never actually get used in the final video work it still fits within the subject matter as well as brings an interesting dynamic to my photo work that is already on Instagram.
Final Thoughts
Now that the fiasco that is the rebrand of Instagram is over, and we can all go back to simply enjoying the content we publish and view on the platform, what do you think? Vertical video may seem like the bane of our existence, but in reality its used daily and I see that as an opportunity for photographers and videographers to use it to their advantage. Knowing that Instagram plays into the vertical format very well it just works really well for me. Hit me up in the comments below on your thoughts on this marketing tactic and if you would use it in the near future.
...Is it a thing? And should it stay around?
Yes. And yes.
No. No. No. No.
This should not be a thing we readily accept despite the popularity of certain apps. Can't we propose a better solution to phone makers - like rotating the sensor 90 degrees inside the phone case to produce horizontal video while holding the phone vertically?
Or you could adapt to the limits you have now.
Nope. No positive feelings for vertical videos.
While I'm sure you'll get some dissenters on here, you have a point. Our message needs to be adapted to the media and to the consumers who engage with it. If that means vertical video, I'll reluctantly set aside my hatred for it and throw a few out there :)
Thanks man, really appreciate the support! Can't wait to see what you post up!
No worries man. And for those getting upset about "not sticking to the rules of photography", there was a time where your televisions were square, not rectangular. It's not about right or wrong, it's about preference of the consumer when it comes to advertising. I rarely see the younger generation with their phone in horizontal. :)
Diffusion of innovation can be related here. Innovators, early adopters, early majority, late majority, then the reluctant. Be an innovator or early adopter.
"Except it isn't just about advertising."
I see your point, tv is a whole other beast on its own. I am not saying TV should be vertical or we should format ALL video media to vertical format.Sure Instagram could add in horizontal video format or integrate it like YouTube where it can rotate with the phone. Then again the point about Time Square having large video ads in vertical format makes a good argument to me, not you. I am saying this is one place, like many social platforms, where vertical video can be utilized in a great way to capture an audience in a new and unique way. I mean, if we stuck to what was always done and didn't try something new then where would we be today? Still smashing stones against the ground to make fire? You can't tell me this tactic is not worth something in todays market. If you want to argue that point with me, lets chat. The point you are making that no vertical video should exist is just a bit barbaric. Lets chat.
And I am telling you it can be supported. Not always but it does have its place in this world we live in today. You can't argue that its got a place now. You might not like it but damn if the other comments in this article are agreeing with me and you are the only one arguing it so far. Its got its place and its here, might need to adjust and get used to it man.
The comment about people taking phone videos vertically is up to the user, if you want to make a infographic (horizontal or vertical) and send it out to the world about how verticla video should NEVER be used that is great. I am just simply stating a few places it can and does it used for both personal and professiaonl uses. That is all.
Vertical video is the meteor of change, dinosaurs beware :-)
So true.
Genius. Ha!
I think you make good points, for people who want more eyeballs on their videos.
Heck, I have seen a few VERY intriguing posts where people post stills in gif form so it shows as a video...all to catch the "views" vs "likes". That is a bit of a stretch. The animation of a simple timelapse can be really impactful.
But Instagram didn't do any of that. They stuck with their current layout and made video work to their world they created already. They went well outside the norm and i dig it. You can still post horizontal video if you want, but at the cost of it doesn't take up much screen real-estate and gets less engagement. I think you might have missed my point in this being a tactic to simply create snippets of your work in a new and interesting way on a network that can cater to it. Worked for me, my post has over 600 views and it took up 90% of the users screen. I will take that over 25% and less engagement any day.
This article is helpful, as a professional, people need to be aware there are certain segment that ask you to shoot vertical exist. And instagram is helpful example to get them some idea.
While lot of us hate vertical video, but when client want something vertical for their instagram feed or snapchat story, we obliged.
No point of arguing wisdom of having it shot at landscape when client want it vertical as final output.
While most of us retain creative control in commercial project, ultimately, those who write check will decide if it is portrait or landscape orientation and where they want to show it.
And portrait orientation production has been around for long time for tradeshow Kiosk or billboard display purpose,
it is actually nothing new for people used to with advertisement or trade show display, and videographer should be aware of such format exist.
I recently read (can't find the link at the moment) that in terms of minutes of footage created daily, vertical video has already eclipsed horizontal video (thanks smartphones). So, you may not like it, but the majority of people out there are fine with it. I can't foresee a day where movie theaters install vertical big screens, but for social media consumption it's not just a trend. Evolve or die.
You need me to show you the door? Its over there...it's vertical. ; )
Andrew,
I'm fascinated by how much discussion this topic is getting, which shows me that it's a very relevant, emotionally charged topic. We appear to have purists who are in love with their craft, and people who focus on the needs of the viewer. Time will tell who is "right" for lack of a better term.
For me, I think diffusion of innovation theory has a role to play here in some shape or form. I wonder if we could almost draw parallels to the aspect ratios from large format / medium format to the 35mm format, from super 8 to now.
What is great is our consumers (don't just think dollars and cents) will tell us what resonates with them and how we should approach content creation. If they want vertical video, I'll try it. Facebook Live is square. No one is bugging out about that :)
Interesting times...interesting times.
Ha, touche good sir. Good chat though man. There are plenty of sides to go on this subject and I knew it would bring on the comments. I'm not against a good chat about tech and how we go about using social as creatives.
It's been clear to me for awhile, Pete, that you're not the majority of people
One day, Ultra wide monitors and TV will be dead. People will start to drool over Ultra tall 8K monitor.
The future seems so bright! Ha
And cluttered! I think it's interesting to think that smart phones and tablets most likely won't be relevant in 20 years from now. I've spent the last 10 minutes searching for a link, but I can't find it.
There are "paintable" LED options that can turn any wall (or sky scraper) into a screen. Sony's contact lens camera, the eventual release of a pair of glasses that actually looks cool and is functional, etc... I wonder when contact lenses will sync with a watch and an ear piece for a completely immersive experience?
There's glass out there now that will allow any flat surface to become a screen (whether horizontal or vertical). The goal of the media is for ultimate immersion.
My point is, don't resist change because it seems odd. Don't embrace change because it seems interesting. One thing people like Gary Vaynerchuk say is that it's often the first to embrace change that can end up successful while the rest will just fall into place.
I for one am going to try out vertical video on Instagram. I"ll test it. I'll look at some A/B split tests to see what the difference in 10-second watches and full completions are. I'll use that data going forward to inform my decisions.
Vertical video might be awesome. It might be a flop. But let's see where it goes.
So, with all the debate, I'll leave it at this (I'm flying on work right now and miss my little ones. Naturally, I'm reverting to the Doc).
I do not like
green egss
and ham!
I do not like them,
Sam-I-am.
You do not like them.
SO you say.
Try them! Try them!
ANd you may.
Try them and you may I say.
Ha, very smart idea. I am all for AB testing that stuff. I will def look to make a vertical format video of more than just one timelapse but rather a montage of something or a clip from somewhere. See how it is received and go from there.
I find this horizontal vs vertical discussion very interesting. I imagine a parallel universe, where motion pictures had vertical orientations rather than horizontal right from the outset until the current day, and so everybody was used to watching vertical movies and vertically oriented TVs.
Would people be fighting to maintain the vertical orientation at pain of going out of business, and calling others lazy for not rotating some screens to a vertical position in my alternate universe?
Or is there something inherently superior in having moving pictures in a horizontal orientation, so, even if movies started out as being vertical, people would have ended up preferring the horizontal orientation?
Ha! This is hilarious and awesome.
Thanks! I've thought about this only since posing the question as I didn't have any thoughts on it when I proposed my parallel universe. It just seemed an obvious question to ask.
I truly wonder if there is something inherently more intuitive about the horizontal orientation. Physically, human necks are designed to look to the left and right much more easily than up and down. So, being used to turning our heads to the left and right probably means we'd be naturally more comfortable with the horizontal orientation, which requires us to move our eyes along the horizontal axis much more, especially on a big screen.
Of course, we are also capable of looking up and down, so the vertical orientation can work for us, too. Given we tend to view vertically oriented pictures on small screens (eg cellphones), maybe there is no intuitive advantage to the horizontal orientation on such devices, because we don't ever need to move our heads to watch them.
This is all completely off the top of my head - I'd be interested in anyone else's thoughts on if there is anything inherently superior to horizontal orientation vs vertical, apart from the fact that we've all grown up being used to it?
@Pete Miller especially - I'd be interested on your thoughts on this.
Vertical video is hated because people have not made it work for the formats they are posting to.
https://www.youtube.com/watch?v=Bt9zSfinwFA
I love this video so much. Though I have to say the use for video in this case, YouTube, vertical video does not work. In the case of Instagram and a few other social platforms it works brilliantly to create a new and interesting view on something we are more accustomed to seeing in horizontal format.
That's hilarious!
It seems to me that those who are up in arms about vertical video are clinging to something that was born more out of necessity than any true intrinsic "rightness" or "wrongness." We watch horizontal video because film and movies are an evolution of the play. Plays were put on horizontally because, well, it's pretty damn difficult to do otherwise. Although in ancient Greece the proscenium arch was much taller than what we're accustomed to today, with performers using many levels, most plays use the horizontal space more than the vertical out of sheer practicality.
When film came along, it was a natural evolution of the staging of plays. So should we be bound to that paradigm now that we are able to break free from it? I think not. Plays are performed in the round, in black boxes, in the open, on cruise ships, in apartments... should film be any less flexible if the means are available?
Although I cringe when I see vertical video, I do realize that it's simply because it just isn't what I'm used to. But that's no excuse to be intolerant of change. The fact is, we don't need video/film to be horizontal. The means of viewing the video don't need to be horizontal either. So why limit ourselves out of sheer stubbornness?
Well said!
If youre basing an argument of horizontal being based on human physiology,
I dont think there's much of a leg to stand on. Although the human eye is capable of viewing ~160 degrees or so in any direction, you can only focus on a few degrees of it at a time. Therefore, whether the image is horizontal or vertical, some voluntary impulse will be required to focus on an image that strays into your periphery. Effort is effort.
The point is not to reconcile existing paradigms with vertical viewing, but to be tolerant of new and different ways of consuming media. Look at VR. I don't think your local multiplex will be switching to vertical screens, (although IMAX has been shown on a vertical screen for years) but that doesn't mean new and different techs won't be introduced that throw the typical horizontal viewing out the window.
The preference for horizontal consumption is mostly cultural. Culture can change if we are open.
@Andrew Griswald "Video is something I have begun to play with over the last few weeks in the form of a vlog on YouTube, but as you might know it's difficult to gain that organic reach you're used to on social platforms."
So with all due respect you "play with this for a few weeks" ...
Come on, are you that serious!!!
Its pure ignorance! Your eyes see horizontally not vertically or our eyes would be set to vertical. It does not have to do with any tradition whatsoever, but pure common sense.
Instagram should have forced full screen horizontal on play. but they oped to not to for whatever irrational but profitable reasons, as they refused for so long to ditch forcing 1:1 photo ratio. After so long they still don't have full screen photo as any normal social platform have.
Its not the taste. its not being elephant in the room. Its in our physiology! Its like gravity. You just cant defy gravity for god''s sake!!!
So... You're into video for a FEW WEEKS now, right?... xD
I am into video for a few weeks yes, call me a rookie on that and I am fine with it. I am into Instagram for 5 years and marketing and advertising for a decade. I believe I have the right to pitch this as a viable use of vertical video in todays market to find ways to push new and interesting content to a wider audience that will view the playable content in the world as it is today. If you don't want to take the advice, totally cool with me but I will continue to push for new and interesting ways to promote and share my work.