Reach More, Engage Better: The Case for Vertical Video in Your Marketing Strategy

Video content dominates the digital landscape, and if you're not already adding it to your 2025 marketing plans — you should. With the rise of mobile-first platforms like TikTok, Instagram Reels and YouTube Shorts, vertical video has become the preferred way to connect with audiences. It’s quick, it’s effective and it drives engagement.

For brands, embracing this format is no longer optional — it’s a necessity to capture attention and drive engagement.

The Rise of Vertical Video: A Mobile-Driven Shift

Smartphones have transformed how people consume content. Today, 63.38% of global web traffic comes from mobile devices with users spending an average of 4 hours daily on apps — amounting to a staggering 217 billion hours annually. With mobile devices at the center of content consumption, vertical video perfectly aligns with user behavior, meeting audiences where they are.

The dominance of vertical video is reinforced by social platforms prioritizing it:

• High Reach Rates: Instagram Reels achieve an average reach rate of 30.81%, far surpassing images and carousels.

• Completion Rates: Vertical videos boast 90% higher watch completion rates compared to horizontal formats.

• Engagement Preferences: When given a choice, 35% of consumers prefer narrative-driven videos, such as stories or behind-the-scenes clips, over other formats like polls, quizzes or testimonials.

Why Vertical Video Works for Brands

Vertical video isn’t just a trend — it’s an essential tool for modern marketers. Here’s why:

• Maximized Screen Real Estate: Vertical videos naturally fill the entire screen, immersing viewers without requiring device rotation.

• Enhanced Engagement: With platforms like TikTok, Instagram and Snapchat boasting over 9 billion combined users, vertical formats seamlessly integrate into user feeds.

• High Retention: Capturing attention in the first few seconds is critical, and vertical video ensures a smooth, distraction-free viewing experience.

Best Practices for Vertical Video Success

To make the most of vertical video, brands must tailor their approach. Here are some actionable tips:

1. Start with a Hook: Engage viewers within the first few seconds to prevent scrolling.

2. Focus on Storytelling: Don’t just throw ideas into the ether and hope for the best. Tell stories that people want to hear. Audiences can tell when something isn’t genuine and will stop watching when they sense it.

3. Keep It Mobile-Friendly: Optimize for small screens with bold visuals, dynamic text overlays and accessible captions.

4. Leverage Platform Tools: Use features like TikTok trends, Instagram filters or YouTube Shorts hashtags to align with user expectations.

5. Measure and Adjust: Monitor performance metrics, including completion and reach rates, to refine your content strategy.

Beyond Social Media: How to Use Vertical Video in Other Areas

While social media is the natural home for vertical video, its potential extends far beyond platforms like TikTok or Instagram. Incorporating vertical video into other areas of your marketing strategy can amplify its impact and help connect with audiences in unique ways:

On Your Website

• Product Pages: Include vertical videos on product pages to demonstrate features, showcase usage or provide testimonials. Short, engaging videos help bring products to life and boost purchase confidence.

• Landing Pages: Vertical videos can immediately grab attention on landing pages, delivering key messages or value propositions in seconds.

Email Campaigns

• Add vertical videos to email newsletters or promotional campaigns to enhance click-through rates. A simple “play” button overlay can draw users in and guide them to explore more.

In-Store Experiences

• Use vertical video on digital displays or interactive kiosks to engage in-store shoppers. Content like tutorials, product details or even customer testimonials can enhance the buying experience.

Event Promotions

• Promote upcoming events or product launches with vertical video ads. Dynamic, mobile-friendly content ensures your message reaches more viewers and leaves a lasting impression.

Recruitment Marketing

• Vertical video isn’t just for customers; it’s an effective tool for recruiting top talent. Employee testimonials or day-in-the-life snapshots can humanize your brand and attract candidates.

Vertical video thrives in these additional contexts because of its ability to engage viewers quickly and deliver key messages effectively. By thinking beyond social platforms, brands can start to unlock their full potential and connect with their audience wherever they are.

Why Brands Need to Act Now

The growth of vertical video shows no signs of slowing down. As mobile app usage soars, brands that invest in this format can enjoy increased reach, better engagement and higher retention rates. Moreover, platforms like Instagram and TikTok are continuously innovating and integrating features like shoppable videos and augmented reality, giving brands even more ways to connect with their audience.

By embracing vertical video, your brand can stay ahead of competitors and build meaningful, lasting connections with your audience.

Want to maximize the potential of video within your marketing? Swanson Russell specializes in social media and digital strategies that get big results. Take a look at the work we've created, get to know our approach — then, contact us to see how we can help.