Not too long ago we released a post about the growing usage and popularity of vertical video, which you can check out here: The Rise of Vertical Video in a Mobile World.
The gist of it, though, is that, like it or not, vertical video is here, and in an ever-mobile world, it doesn’t look to be going anywhere any time soon. However, if you’re thinking of looking into vertical video for your own production plans, there are a few things you need to know.
We’ve been in video production in NY and NJ for long enough to know that when a potential game-changer like vertical video arises, some serious adjusting is typically in order. So, read on to learn how to fold vertical video into your own plans the right way.
You need to start thinking differently from the start.
First of all, if you haven’t read our previous post about vertical video yet, then you may be asking yourself what makes it so special and why you should take the time to even learn more about it.
The truth is that while, yes, mobile viewers can simply turn their phones to watch videos horizontally, that doesn’t mean they always want nor choose to, and if they don’t have to, that may just be enough to get them to watch your videos over someone else’s.
The thing is, in order to make effective vertical videos, you need to start thinking differently about the entire production process right from the start, and that includes the concept development phase as well.
You need to think carefully about the kinds of subjects and scenes that would work best in the vertical format. Make no mistake, certain elements will just fit the format better than others, whether it’s a close-up of a face or a shot of a tall building.
Then there are actions to consider, important actions, as the narrowness of the vertical perspective can be used to your advantage in terms of ensuring that the focus is on the specific action you want it to be on.
Think about it, all the other elements and potential distractions will be cropped out, so there will be an added sense of urgency to the action on screen, no matter if it’s a driver riding down a long road or a climber making his or her way up a mountain.
All plans and designs must be done with vertical in mind.
Now, just because you’ve found a subject matter or decided on a scene that you believe fits the vertical format perfectly, that doesn’t mean that you can simply jump into the actual production process like usual from there.
From the way you design your set(s) and any props to how and where you position your camera, every move you make must be done with the vertical format at the forefront of your mind. As longtime NY / NJ video production pros, trust us when we tell you that you don’t want to treat it like any other production.
Yes, you may be able to improve the video’s effectiveness in the vertical format later on, but reactive adjustments won’t yield nearly the same kinds of results as being proactive from the start to ensure that your video is genuinely meant to be seen vertically.
No one’s saying it’ll be all that easy nor simple, but the good news is that making similarly drastic adjustments will likely be far harder for the big brands with established video production practices, which opens the doors for a lot of other people trying to reach some of those same viewers with their videos.
But the bottom line is that vertical video demands an entirely new approach to the production process. To truly succeed now, and moving forward, you’ll need to start coming up with vertical-specific production methods and tools.
Some experimentation is in order.
Like with any new technique or trend in film & video production, it’s usually best to embrace the novelty of it rather than trying to jam it into your previously established method or process.
And when it comes to vertical video, you can’t be afraid to try new things creatively as well, especially while the format itself is still so new to people. Many will likely be actively looking for something new when they watch a vertical video in the first place.
Try to look at that as an advantage. While the horizontal cinematic language is well established and, in many cases, somewhat predictable, vertical video production demands a completely new type of grammar and structure.
While that may seem daunting at first, it also means that you’re allowed some room to be creative and experiment and, with any luck, as you find out what that new language is, viewers will want to learn it with you.
So, whether it’s pertaining to your choice of subject matter or the action you want to capture, how or where the camera is positioned, the way the camera is moved to enhance what’s on screen, etc., don’t be afraid to strive to be bold with your vertical video production.
Now may be the best time to go vertical with your videos.
As you can see, going vertical, while becoming more and more worthwhile, isn’t necessarily all that easy nor simple, and the last thing you want to do is to just put it out of your mind until your production is wrapped and then start trying to adjust for the vertical format later.
To truly succeed with vertical videos, you need to tailor the entire video production process to the vertical format, from the earliest developmental and pre-production phases through post and delivery.
And if you’re still on the fence about going vertical, remember that there’s a window right now for you to reach the people you’re trying to reach while the big brands scramble to adjust their processes, but that window won’t be open forever.
For some more info, check out this post from Adweek.com, Now That Vertical Video Is Finally Legitimate, Creatives Need to Rethink Everything.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video, a commercial, or a feature film, at KVibe, we create to inspire.