The verticality of your phone screen influences your online experiences. There was a time when vertical images were known as the internet’s most ghastly sight. Those vertical black bars that surrounded the cheap, low-quality footage screaming video. Nevertheless, times have changed.

Nowadays, as we swipe (or tap) across our stories on Facebook, Snapchat, YouTube, Instagram, WhatsApp and TikTok vertical video content on is what we’re all seeing. A developing range of brands and social media influencers have embraced vertical movies as part of their marketing method, and they’ve visible and growth in engagement and brand awareness as a result.

That is not to be refused. At home on your lunch break while watching TV, driving from and to work. Most likely, these are the only moments you have time to access your social networks, so you typically do not use a laptop in either of them. Research shows that people often access mobile social media, and it’s only normal for them to do it vertically.

As of December 2014, 94% of users held their screen vertically watching a video even if they were supposed to display it horizontally. So why are you going against the flow? And is it fair to say that vertical movies are the destiny of content marketing advertising?

Because……

Vertical videos have better completion rates

YouTube Stories: It’s lightweight, easy and fun to create stories. Stories are going to have the fun tools you know and love to make. To make your story special, you can add text, audio, filters, YouTube stickers and more! Simply open the YouTube mobile app, tap the video camera icon and select “Create Video” to create a story. When uploaded, stories are available for 7 days in the mobile app to ensure your fans have an opportunity to see it. Stories will appear on the Subscriptions tab for both subscribers and non-subscribers on Home as well as in the Up Next column below.

Instagram IGTV: It’s no secret that the way Instagram had hoped IGTV didn’t really take off. Considering the overall popularity of Instagram, usage has been pretty consistently underwhelming, but the site is taking steps to change that by introducing user-friendly improvements that will help creators drive more interaction. One of the biggest new features that we get for IGTV is the ability of fans to toggle on updates that remind them when new episodes are available for viewing in a show that they are watching. This alone is a great asset, because while IGTV is integrated with Instagram, it is still a stand-alone app and developers are struggling to generate traffic.

It is a step in the right direction to have an accessible, informed audience aware of new content.

Mediabrix, a mobile advertising platform, has seen that 90% of videos watched vertically have a higher completion rate versus videos watched horizontally. “Less than 30% of users will turn their phones sideways to watch an ad, and users who do turn their phones sideways only watch about 14% of the video.”

Minimal effort is still a thing!

Let’s be frank. We’re all too lazy, aren’t we?  Including you and I. If we even have to make the least effort to do something, we’re not going to do it. More so when we chill out on Facebook or scroll down our Instagram feed, since we tend to take a more passive stance in our leisure time, and that’s all right.

Like Zena Barakat, their former video producer who spent over a year studying this style, even the New York Times is doing vertical videos.

“As a person who makes videos, I was like, ‘You’re not seeing it the way we intended it! And they were like, ‘We don’t care!’ They found it so uncomfortable to hold the phone the other way, and they didn’t want to keep switching their phones back and forth.’” said Ms. Barakat

So if you have a horizontal video marketing ad, you might lose an opportunity to get your message across. And believe me, that’s not what you want!

Still on the topic of laziness: it is much easier to capture vertical videos. It may sound stupid, but it can be gold in times of quick spontaneous videos that can easily hold your camera to snap a video.

Now, after reading this article, what do you think about vertical videos? Will you use them on your social media?