Jump on the Vertical Bandwagon

June 22, 2020 • Marketing Mix

Jump on the Vertical Bandwagon

Marketers understand the importance of video content, but brands must ‘think vertically’ in order to truly capture the attention of audiences.

Nearly 90 percent of Australians currently own a mobile phone and social media usage is at an all-time high. According to Sensis research, more than a third of Aussies are accessing social media more than five times per day.

With this in mind, digital content from brands must be engaging, educational and entertaining. Most importantly, it must spark immediate action from consumers — whether that be a click-through, a purchase or a sign-up. And the easiest way to do that is by leveraging video content effectively.

The rise of mobile video

Video content is the most engaging format for brands to connect with consumers. Consumers’ attention spans are decreasing as social media noise increases, allowing video to cut through the clutter. The length and format of video allow brands to better share their stories and engage with an audience that’s used to mindlessly scrolling through its feeds.

Let’s get vertical

The rise of vertical video has been a huge digital trend over the last few years, driven by the growth of the constantly connected consumer. Brands and content creators need to stay ahead of the curve and creatively adapt the way they present content to keep eyeballs on screens.

Even small things like the direction consumers view content must be taken into consideration, with studies suggesting that users holding their phones vertically about 94 percent of the time, and less than a third will actually turn their phones to watch a horizontal video on mobile.

With Australians spending more than five hours a day on social media, brands that recognise the benefits of vertical video will have a higher chance of capturing consumer attention and eliciting an emotional response.

In turbulent times having a marketing strategy to drive the creative ideas
is the difference between success and failure.

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On paper, expanding a food brand between the US and Australia looks like a surefire win. Both are wealthy, English-speaking Western nations with a massive appreciation for burgers, barbecues, and convenient dining.

Yet, the corporate graveyard is filled with cross-continental flops. Most recently, Australian favorite Guzman y Gomez (GYG) conceded a $13 million operating loss and pulled the pin on its major US expansion plans, while the US chain Carl’s Jr. plunged into voluntary administration within Australia.

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When prices are similar, services look comparable, and every competitor appears credible online, what actually tips the scales? For most customers, the answer isn't always found in your marketing copy, it’s found in the experiences of others.

Jump on the Vertical Bandwagon

Jump on the Vertical Bandwagon

The rise of mobile video

Let’s get vertical

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