ow can a business benefit from this trend?

Although there are countless publishing platforms, each one seems to be united by one publishing format, namely the short vertical video. How on earth did this format that democratizes all social channels come about and how can a company make the most of the new video trend?

A brief history of vertical video

Vertical videos start to become popular in 2011 when Snapchat was releas. In Snapchat (now Snap), for the first time, many were able to publish and view vertical videos that beautifully filled the entire surface of the phone’s screen.

This also started a new era, which made it possible to shoot and edit videos only with a phone.

Snap launched advertising tools in 2015 and began encouraging marketers to produce short vertical videos. And vertical videos were produce, because they gave better results than traditional horizontal videos.

Meta, meaning Facebook and Instagram, quickly followed.

Twitter also adopted vertical video in the Periscope live application.

Through the story features, short vertical Cyprus Phone Number List videos developed into a natural and immediate way to share one’s life online.

Even LinkedIn tried to launch vertical videos, but failed due to a poor user interface.

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However, the popularity of vertical videos explod

TikTok made watching vertical videos so easy and addictive that everyone wanted to join the trend. However, the secret of TikTok’s appeal was not the video format, but the fact that the user had the opportunity to get up to millions of views on their video without even having the first follower on the account.

New TikTok success stories surfaced almost daily, and every morning there was a new craze on the service. TikTok’s user interface, which feeds an endless, auto-rotating stream of video onto the screen, allowed for such generous view counts that nothing like it had been seen before.

Admittedly, I watched this phenomenon with a bit of awe. For years, marketing talked about performance and measuring concrete sales – and above all, that the focus of marketing should be more specifically on results.

With TikTok, the public discussion Phone Number IT seemed to regress back to the most insignificant metric, the impression. Suddenly, everyone was crazy about the video getting impressions!

Vertical videos now became everywhere. With TikTok, the corresponding vertical video browsing feature has appeared on Facebook and Instagram (Reels) and YouTube (Shorts). 

However, the core of TikTok’s product was not the video format per se, but the distribution algorithm that feeds videos to the user’s screen – which brings us to the next question.

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