There has been a lot of discussion recently in industry-leading publications about the effectiveness of video on social media. For example, did you know that video posts on Facebook have at least 59% higher engagement than other post types ? Since our 2017 comparison of square versus landscape video with Animoto, little has been published about the impact of video format on overall video engagement. Specifically, vertical video versus square video . Vertical Video vs Square Video While we know that square videos (1:1) have 30-35% more video views and 80-100% more engagement compared to landscape videos (16:9), we wondered how vertical videos are on Instagram Overlay and Facebook (both in News Feed and Stories). That's why we've teamed up again with our friends at Animoto to test (and test again) the hypothesis that vertical videos outperform square videos on social media.
We were shocked by the results! Today, we're excited to share with you our research and some actionable takeaways for marketers to improve their social media video marketing results in 2019. Author's Note : We're going to talk a lot about great video marketing industry mailing list in this post. Our must-haves are the Animoto iPhone app for vertical video, the Animoto web app for square video, and Buffer for sharing. Before we get started, feel free to grab a subscription from everyone. content Here are the full details of our research, from the vertical video hypothesis to the surprising results! A quick look at what we'll cover:
Vertical Video and Mobile Assumptions 3 Important Video Marketing Takeaways Other Key Video Marketing Learnings Overall Vertical Video Research Conclusions What's next for video marketing? Let's get to work! Vertical Video and Mobile Assumptions Animoto's research idea all came from a simple statistic: Square videos take up 78% more space in a person's mobile newsfeed than landscape videos -- making square videos more engaging, effective, and easier to watch. Since square videos outperformed horizontal videos in almost all categories, we hypothesized that vertical videos would outperform square in a brand new study. But why is video -- especially mobile video -- so important in your social media strategy?