Explain the types and characteristics of vertical short video ads! Introducing effective tips and success stories

Vertical short video ads are attracting attention mainly from young people in their early teens to around 25 years old called Generation Z. Among corporate marketers , there are probably many who are considering using vertical video ads as one of their web measures, but do not know the types or the tricks to get the effect.

In this article, we will explain the reasons why vertical short video ads are attracting attention , their types and characteristics , and how to make them effective . We will also introduce successful cases using vertical short video ads , so please refer to them.

Table of contents

  1. What is vertical short video?
  2. 3 Reasons Why Short Vertical Videos Are Grabbing Attention
  3. Benefits of using short vertical video ads
  4. Types and characteristics of vertical short video ads
  5. Creative points for effective short vertical video ads
  6. Success stories of short vertical video ads
  7. Leverage short vertical videos for better results

What is vertical short video?

Vertical short videos generally refer to vertical video content that is less than 1 minute. With the rapid growth of TikTok, short videos spread across platforms such as Instagram reels and YouTube shorts .

Due to the spread of smartphones, the proportion of vertical videos has also increased, which is a factor in expanding the video advertising market itself.

3 Reasons Why Short Vertical Videos Are Grabbing Attention

Among the many video contents , there are three reasons why vertical short videos are attracting attention.

  • Large screen size makes it easy to focus on video ads
  • Short length and hard to skip
  • easily accepted by young people

Large screen size makes it easy to focus on video ads

One of the reasons vertical short videos are so popular is the screen size. It is said that vertical video has about 300% larger display area than horizontal video.

It also makes it easier for people to focus on your video ads because one video content is displayed in full screen instead of several other videos as in the horizontal format.

Short length and hard to skip

One of the reasons why vertical short videos are short and difficult to skip is one of the reasons why they are attracting attention. As of June 2023 , the video lengths of each platform are as follows.

  • Short YouTube videos: up to 60 seconds
  • Instagram reel video: up to 90 seconds
  • TikTok: Up to 10 minutes

In recent years, there has been an increase in the number of users who emphasize time performance , such as “videos longer than 1 minute are stressful” and “watching TV and movies at 1.5x speed” , and short videos are becoming more popular.

In addition, the good tempo unique to vertical short videos is one of the reasons why it is attracting attention.

easily accepted by young people

One of the reasons why vertical short videos are attracting attention is that they are easily accepted by young people.

Users of vertical short video platforms tend to be in their teens and twenties . Therefore, it can be said that services and products targeting young people are more likely to be accepted if video advertisements such as TikTok and Instagram reels are used.

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Benefits of using short vertical video ads

There are two main benefits for companies to use vertical short video ads .

  • Can reach a wide range of people
  • The audience rating and complete audience rating tend to be high

Can reach a wide range of people

One of the benefits of using short vertical video ads is that you can reach a wider audience.

According to a survey by the Ministry of Internal Affairs and Communications, TikTok and Instagram have a high usage rate among young users in their teens and twenties. On the other hand, YouTube and LINE are used by many users in their 30s to 60s.

In this way, platforms are used by a wide range of people, not just young people, so it will be easier to deliver content to your target users.

The audience rating and complete audience rating tend to be high

Another advantage of using vertical short video ads is that they tend to have high viewership ratings and complete viewership ratings.

According to a survey by FinT Co., Ltd., 19.9% ​​of respondents answered, “Immediately skip” to the question, “What do you do when you see a short vertical video for promotional purposes?” Most people answer that they will watch depending on the product and content, so you can expect a high audience rating.

Also, according to the overseas newspaper “USA TODAY”, it is reported that the complete viewing rate of vertical videos is about 9 times higher than that of horizontal videos.

Therefore, if you want to deliver the promotion of your company’s products and services more reliably, vertical short video ads can be said to be an effective means.

Types and characteristics of vertical short video ads

There are four main types of short vertical video ads :

  • TikTok
  • YouTube short
  • LINE VOOM
  • Instagram reel

I will explain the characteristics of each.

TikTok

TikTok is a user-participated short video sharing service. The biggest feature is that the percentage of young people in their teens and 20s and housewives is higher than other platforms .

Another feature is its high diffusivity . TikTok has its own algorithm, and videos of users you don’t follow are also displayed in “Recommended”. Engagement can be expected to increase due to comments and shares from users who are obsessed with the video .

Also, according to TikTok For Business, it is known that the percentage of users who watch while watching is as low as 50% compared to other media. Many users are ” audio ON ” and ” full screen viewing “, so it can be said that they are highly immersed in the platform.

YouTube short

A YouTube Short is a vertical video up to 60 seconds long .

A vertical video is displayed on the full screen of the smartphone, and when the video is scrolled , it switches to the next video. Since video ads can be placed between short videos posted by general users , there is a possibility that many users will see them.

In addition, since YouTube has the highest usage rate among all age groups among other platforms , it is possible to approach a wide range of age groups.

In addition, there are evaluation buttons and comment/share functions like regular YouTube, so you can expect to improve recognition.

LINE VOOM

LINE VOOM, formerly known as Timeline, is a video platform .

One of the features of LINE VOOM is that you can post text , photos, stamps, coupons, etc. in addition to short vertical videos . You can also set a conversion button such as “Click here for details” , so it is also effective for advertising your company’s products and services.

As with other platforms , users can “like” and “comment” on posts. The usage rate of LINE is consistently increasing, and it is possible to approach a wide range of age groups from teens to 50s .

Instagram reel

Instagram reels are videos that appear between reel posts on Instagram. You can create and share short videos from 15 seconds to 90 seconds. In addition to basic editing such as text and stamps, you can also edit videos such as BGM and AR effects to deliver more dynamic ads .

It can be said that it is a platform that is easy to acquire followers because it is displayed regardless of followers . Instagram has many users in their teens to 30s , so it is effective when you want to approach young and middle-aged people.

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Creative points for effective short vertical video ads

To get the most out of your short vertical video ads , follow the points below when creating your creative.

  • Match your content to your persona
  • Create creatives that are suitable for delivery
  • intriguing at the outset
  • Make sure content is conveyed without sound
  • Summarize the message you want to convey
  • Adapt to general user posts

Match your content to your persona

For vertical short video ads , it is important to create creatives that match the persona. By matching the content to the attributes and interests of the persona, it is easier to see the video ad .

For example, when targeting young people, it is effective to incorporate elements that are in line with young people’s trends, concerns , and common concerns .

Create creatives that are suitable for delivery

Depending on the platform that distributes video ads , submission regulations such as the creative aspect ratio, length, file size , number of characters in the description, and file format will differ.

Therefore, for vertical short video ads , make sure to check the delivery regulations and create a suitable creative.

In particular , if you want to use a video ad posted on Instagram on TikTok, you need to be careful because the video may be cut off or the text may be hidden if you distribute the same creative.

intriguing at the outset

It’s also important to create creative that grabs the user’s attention at the beginning of your video. Many users decide whether or not to continue watching a video in the first few seconds , so if they don’t get interested in the beginning, they are more likely to skip it.

Therefore, it is essential to actively use movement, sound effects, text , etc. in the first few seconds of the video to make the user want to see the continuation.

To get people to watch the video properly, it would be a good idea to include a message that you want to convey the most, or a call to action such as “Must-see for those who fit XX!”

Make sure the content is conveyed without sound

Another important point of vertical short videos is to convey the content without sound.

In recent years, many users are watching video content without sound, and according to a survey by Digiday, ” 75% of people are watching with mute”.

Therefore, use subtitles, text, etc., and be creative so that it appeals to users who are watching without audio.

Summarize the message you want to convey

A short vertical video ad should concisely convey the message you want to convey. This is because if you cram a long and complicated message into a short video, the user will be in a state of ” I don’t know what you want to convey .”

Therefore, focus on one appealing point as much as possible and summarize the message concisely. If you want to convey multiple contents, it is recommended to introduce them in separate videos .

Adapt to general user posts

In order to achieve results with vertical short video ads , it is also important to create creatives that match the posts of general users.

Some users say, “ I skip vertical videos for promotional purposes right away ,” so in order to reduce the feeling of advertising , research the atmosphere and trends of videos posted by general users, and create creatives that do not make people feel uncomfortable.

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Success stories of short vertical video ads

Here are some successful cases of using short vertical video ads .

 

This is an example of Hotel Chinzanso Tokyo, which achieved a reduction in cost per click and an improvement in CTR compared to horizontal videos .

The company changed the horizontal PR video to a vertical video and sent out attractive content that allows you to immerse yourself in the world of the hotel. As a result, conversion rate from video improved by 150% and cost per click decreased by about 10% .

Leverage short vertical videos for better results

Vertical short videos are popular among the younger generation, and depending on the platform can approach a wide range of people in their 30s to 60s.

However, since the user base and points to be aware of differ depending on the platform , understand the characteristics of each medium before placing video ads .

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