Email marketing: what it is and how to implement it

Vertical Content: Everything you need to know about vertical content

 Think about the following: little by little and almost without realizing it, you have stopped turning the mobile 90 degrees due to the large amount of vertical content that is produced.

All photographers in the past knew it: vertical photography represented a creative challenge. The gaze was horizontal because most of life was: the computer, the television, social networks, reading, and your gaze.

But something happened: mobile phones.

In 2016 there was a social network that revolutionized the market and it still exists Snapchat.

• What happened? She changed the concept of what we knew. She was the first to make us exclusively consume vertical videos and the stories that you know today on other networks, those that disappear in 24 hours.
• Why? Because Snapchat was already seeing a form of consumption that was beginning to take hold.

Today we also have a vertical format on Instagram, Facebook, YouTube, and TikTok. Is your company prepared for vertical content in marketing and advertising?

How does this impact companies? Spy on your competitors

We will respond quickly: by providing many business opportunities.

Most companies still make very formal announcements, similar to the ones on television on any given day in the 90s or early 2000s. That is to say:

• Corporate.
• With image bank photo.
• Showing the brand and its portfolio before focusing on the consumer.
• Digital ads do not stand out among the immense amount that there are today, with just one click.

Well, the time has come to go towards a DISRUPTIVE communication.

We are in an age where it is very easy to research competitors and find out what they are doing. Just by entering the Facebook or TikTok ad library, you have the information in a public way. You can enter them and analyze your sector. You can also see what other advertisers are doing to inspire you with their campaigns.

We did it. Look at this example from the insurance market:

Vertical Content: Everything you need to know about vertical content

• Vertical format on TikTok (no, this network is not just a network for Generation Z).
• Without the company name! And, in addition, it is the most viewed ad at the end of February. It had a high CTR because it hooked the audience a lot.
• Create curiosity: the structure of the video was designed so that the user had to click to get to know the company and get the discount.
• Many different texts for the same ad. This allows them to check the one that works best and also different keywords.

We went to Facebook and Instagram to look for insurance ads and, as we told you before, we found formality and boring ads.

We are in an era in which the constant is change. Now is when you and your marketing team have to be more original and creative than ever.

And most importantly: RISK TO CHANGE THE KNOWN FORMS OF YOUR MARKET NICHE.

An impressive Nike advertisement is an example of inspiration. Click on the photo to see this 3D advertising. It's not just about having the budget, but also the ideas. And take the risk.

Vertical Content: Everything you need to know about vertical content

Some facts you should know about vertical content

Vertical videos on TikTok have a 25% higher full view rate (Source: TikTok ). This shows us that we should be on this platform creating content about our brand that impacts our ideal client.

The 2021 launch of vertical content on YouTube allowed the platform to achieve a growth of 15 billion daily users on average (source: Earth web ). Some believe that YouTube is dead and not, this platform has been reinventing itself and continues to offer a great value proposition for businesses.

Two experimental studies showed that mobile users render vertical video ads more smoothly than horizontal video ads. (Mulier L, Slabbinck H, Vermeir I. This Way Up The Effectiveness of Mobile Vertical Video Marketing. Journal of Interactive Marketing ). Are you still creating only horizontal or square ads? Take the test and tell me in the comments how it goes.

Since the beginning of 2017, mobile web traffic has consistently accounted for nearly half of all global web traffic. (Statista, 2020)

59% of consumers say being able to shop on mobile is important when deciding where to shop. (G2, 2020)

We must develop a responsive website that adapts 100% to vertical content, mobile phones, and this consumption format, in this way we will continue to position ourselves and grow within our market niche.

Vertical content in La Liga de Fútbol and on Spotify

• Spotify – is testing a new feature which is the music discovery feed. It will be a custom option on the home screen of the app and will be displayed in portrait format. All the options will have a few seconds of music and then you decide if you are interested in adding it to your playlists.
• Spanish football on your mobile: on Friday, April 15, the Gol channel will offer the Real Sociedad-Real Betis match openly and in vertical transmission through its TikTok account. Before the game, you can interact with the commentators through the same platform. This test seeks to capture new audiences that have other modes of consumption.

mobile devices

As I mentioned, mobile devices have changed the way we consume content. More than 90% of users use the mobile device in an upright position. Over 52% of medium tablet users also prefer this setting ( Mobile Overview Report ).

Vertical Content: Everything you need to know about vertical content

This is the present, vertical content that takes over screens, content, and advertising. If we don't adapt, we run the risk of disappearing as businesses in the online world.