Introduction
Over the last decade, the way people interact with digital content has evolved. Video content was traditionally formatted to be viewed on TVs, cinema screens, and desktop computers. Now, with the popularity of content on mobile devices, people view and expect content on their mobile devices.
With the content being naturally integrated into user’s daily lives, the 9:16 video format has become the dominant digital media format. 9:16 vertical videos are now the dominant media format used by social media platforms, mobile ads, and businesses.
With the continued popularity of mobile devices, the 9;16 video format is here to stay.
What is the 9:16 Video Format?
The 9:16 video format is a vertical format that is taller than it is wide. This video format is perfect for mobile devices being held portrait.
The 9:16 video format is commonly seen with the 1080 x 1920 pixel screen resolution. This gives a mobile device a full screen viewing experience.
The 9:16 format differs from the traditional 16:9 formats designed for TV and YouTube. The 9;16 format was designed with the mobile generation in mind. The formats align with the way content consumers hold their phones and eliminate the need to rotate phones to watch the content.
How the Smartphone Era Changed Video Consumption
Smartphones are the primary screen for entertainment for many people around the world. Consumers spend time on their phones for social media, to watch videos, shop, and consume entertainment.
Mobile consumption changed traditional video formats. When videos are displayed horizontally, they leave empty space on the screen when the phone is held vertically.
The 9:16 format fills phones horizontally.
The 9;16 format is engaging, personal, and easy to consume.
Popularity of 9:16 Videos
Short form video format dominance is due in large part to the advancements in video technology. Social media platforms are built around user behavior and therefore, designed to display vertical video formats.
Users scroll vertically and viewing videos aligned with that behavior and design is more engaging.
The use of the 9:16 format on social media provides:
Heightened user attention
Increased engagement
Easier interactions via scrolling
Full screen viewing on phones
Greater expression for storytelling
The format successfully eliminates the distractions of a traditional video format and permits viewers to easily discover content, watch, and engage with it.
How 9:16 Enhances Digital Storytelling
9:16 has made creators focus more on human expressions and active participation rather than crafting long shots or telling long stories with wide shots.
Having a human subject or a creator face the camera and speak is more engaging vertically because the screen is fully occupied.
9:16 is a great format for:
Social media stories
Short instructional videos
Product videos
Influencer videos
BTS videos
Ads
9:16 caters to the central subject and helps creators and marketers craft their story or their message with more clarity.
9:16 and Digital Marketing
Now more than ever, consumers are glued to their mobile devices and businesses have adjusted their marketing strategies accordingly.
9:16 is a mobile screen format so marketers are using 9;16 video ads so their ads are integrated into the mobile social media feed rather than using traditional social media ads.
9:16 ads and videos are used to:
Promote a product
Describe a service
Provide testimonials
Build the brand
Create a campaign that is fun and safe
Because 9;16 videos are integrated into the social media feed, they get more views because people engage with social media more.
How to Create Good 9:16 Videos
Even though 9:16 videos are easy to watch, they have to be inviting to encourage viewers to watch.
Plan to Keep the Subject in the Center
There is no room for a lengthy side view. Plan to keep your subject in the center of the screen.
Plan to Grab the Attention of Your Audience
People choose to view or skip videos within the first few seconds so be sure to capture the audience’s attention in less than 5 seconds.
Use Text That’s Mobile Friendly
When Dominating Text Properly Use Captions
Captions should not cover important elements of the video and should be big enough to read on small screens.
Be Real
Real and relatable content is where the current market trends and audience behaviors are headed. Usually, real and simple videos will perform way better than overselling and overproducing ads.
The Evolution of Targeting Mobile Users
The vertical market trend will become increasingly important as tech evolves further to be user-led especially with AR and other innovative tech. Digital Content will become ever so important to user interaction.
Mobile Experiences that are Natural and Engaging
It’s easy to see how the 9:16 ratio is user led to deliver immersive and enriching experiences across entertainment, education, engagement and commerce all through digital user interaction.
Conclusion
The 9:16 ratio clearly shows how mass consumer behavior with a digital focus has changed and evolved along with technology. It has transformed the original smartphone viewing solution into the most powerful creative storytelling commercial use format. 9:16 is a user led vertical format that truly encapsulates the future of social media and mobile interaction.
