It looks like Facebook is not done taking cues from Snapchat for new products just yet. The social network announced today that it will soon fully support vertical videos to users’ News Feed on mobile. The videos will appear in News Feed in a 2:3 aspect ratio so as not to take up the whole screen, the way they do on Snapchat or within Facebook’s Canvas ad format.
Facebook has technically allowed users to upload vertical videos for about a year, although the videos would appear as squares in feed until the user taps on the video. Brands that are involved in the early testing stage of this feature include Ruby Tuesday, Mountain Dew, GE, Axe, and Budweiser.
What Brands Need To Do
Spearheaded by apps like Snapchat and Periscope, vertical videos have proven a hit with mobile users and Facebook adding support for it signals that the previously hesitant brands and publishers have now embraced the format. If your brand is still serving mobile users horizontal video ads, it may be time to reconsider and join the trend that caters to consumer behavior on mobile.
YouTube has been making strides in expanding beyond the traditional horizontal videos in the past few months, adding support for new video formats, such as mobile-originated vertical videos and VR-derived 360-degree spherical videos. This week, YouTube further integrates the new formats by allowing full-screen vertical video viewing in its Android mobile app, as well as adding support for 360-degree videos to TrueView video ad platform, part of Google’s AdWords products.
What Brands Should Do
These two new formats are slowly gaining legitimacy as they incorporate viewing experiences native to the mobile and VR devices across platforms, which in turn can lead to better ad performances. For instance, Snapchat claims that vertical video ads are viewed completely nine times more frequently than horizontal ones, while YouTube reports that 360-degree videos can “deliver higher levels of consumer engagement than traditional video ads” with the added interactivity. Brands and marketers need to start experimenting with these new formats to keep up with the evolving digital video landscape and tailor content for the mobile-first consumers today. Don’t be the last content producer forcing users to use two hands to view your content.
Update 7/24: YouTube has updated its iOS mobile app to add support for vertical video fullscreen display as well.
Source: The Next Web & Marketing Land