04 Aug Why Brands and DAM Managers Can’t Afford to Ignore Vertical Video (again)
Mobile use cases have completely transformed how we consume video content. There is no denying that vertical video has become the mainstay of today’s brand experience (even if some people are stubborn and would like to return to the old horizontal video world… 😉 ). We discuss why vertical video is an unavoidable part of the brand experience and how a DAM can support a successful and scalable video strategy.
Standing video on its head
Once upon a time, as the moving picture evolved, screen sizes grew bigger and wider as a way to give movie theaters a selling point over the TV screen at home. The widescreen format became synonymous with high production values. Needless to say, media professionals and marketers scoffed at the idea of a tall and skinny video format and regarded it as strictly for amateurs – A kind of outsider art, if you like!
However, the emergence of social platforms, such as Instagram, Snapchat, and Facebook Story, coupled with the drastic increase of content consumed on smartphones has provoked a sea change. Pioneered by Snapchat, which championed the format in 2014, vertical video has been supported by YouTube since 2018.
Snackable content in vertical and even square format has become a mainstay of today’s brand and social media experience.
In short, video has adapted to mobile behavior.
The great content shift
We already know that video is an effective marketing tool. Aberdeen Group found that marketers who incorporate video into their campaigns experience 34% higher conversion rates. Plus, according to Google, over half of shoppers say online video has helped them decide which specific brand or product to buy.
Vertical format makes video more effective by tailoring it to how users are increasingly consuming it. Over 75% of worldwide video viewing is on a mobile device. And we hold our phones vertically 94% of the time.
Mobile advertising platform, MediaBrix, found that 90% of vertically viewed videos had a higher completion rate than those watched horizontally. It should really be a no-brainer for brands to produce video content in vertical format.
Guaranteeing the optimal viewing experience
Of course, vertical video alone doesn’t guarantee success. And as long as we view content on our desktops and TV, there will always be a market for regular horizontal videos.
For this reason brands still need to cater for all devices. Plus, depending on the channels you use to distribute the video you may need to comply with video platform guidelines such as resolution and length.
This is where a DAM can help!
Producing content variations at scale
A DAM with video capabilities enables you to automate the production of video variations at scale. A DAM guarantees an optimal user experience by serving the right version of your video – no matter what the screen, bandwidth or platform.
Video files are automatically compressed to the optimal size to guarantee the optimal balance between image quality and loading time.
Wedia’s enterprise DAM and video platform, for example, is able to harness AI to detect points of interest in a video. It is able to dynamically crop and ensure this point remains the focal point. It is also able to automate other video editing features such as the blurring of margins to create a spotlight effect.
The key to a successful and scalable video marketing strategy
Video files are huge! Sharing them internally via platforms such as YouTube and WeTransfer not only takes time. It puts your brand at risk.
A DAM supports a successful and scalable video marketing strategy. Teams can index, manage and distribute audiovisual content in an efficient and secure manner. You can put into place customizable editing and approval workflows for videos, allowing teams to collaborate more easily and therefore speed up the video production process. Videos can be securely shared with other internal and external team members directly within the DAM. And version control eliminates the risk of using an out of date video.
Going further with AI
AI can achieve much more than formatting video for vertical use cases. AI can be put to use to scan media, automatically extract information and enable automatic mass-tagging.
The AI also has capabilities including face recognition, scene analysis and emotion detection to make your videos smarter. All of which saves marketing teams heaps of time, freeing them up to work on higher value tasks!
Video: An essential part of the marketing mix
Creating a successful video marketing strategy is essential for your business and marketing goals. Digital video viewing is expected to surpass 2.5 billion viewers worldwide in 2020.
Brands must keep up with consumer trends and create videos in all relevant formats or risk being left behind. However, it is also essential for marketers to experiment with where videos are published, as well as their content, in order to create the best strategy and obtain the best results.