Choosing the right video orientation— should social media content be filmed horizontal or vertical—is a critical decision for any business owner or marketer. While horizontal video was once the king, thanks to traditional TV and cinema, mobile phones have shifted how we consume content. This has brought vertical video into the spotlight.
However, just because most users now view videos on their phones doesn't mean you should always choose vertical video. Several factors determine the best format for your video content. These factors include your audience's location, their preferred platform, and your specific video goals. This blog post will break down the advantages and drawbacks of each format to help you make informed choices for your business, ultimately deciding if your social media content should be filmed horizontally or vertically.
Table Of Contents:
Why Video Orientation Matters for Home Service Businesses
Video marketing offers unique advantages for home service businesses. Consider this: people need to see the value you provide before inviting you into their homes. Whether you're showcasing your craftsmanship in a landscaping project, explaining how you fix leaky faucets, or simply introducing your friendly team, video allows prospective customers to see exactly who they're working with.
But if your videos are poorly formatted, they could turn off potential customers before you even have a chance to say "hello." This is where understanding video orientation is essential.
The Power of Vertical Video Content: Embracing the Mobile Era
Vertical video—sometimes called portrait video—perfectly fills the screen on mobile devices, creating a more immersive viewing experience. As smartphone usage dominates how we consume content via social media, optimizing for vertical makes sense. And for home service businesses looking to reach customers locally, often on the go, vertical is becoming increasingly critical.
Grab Attention in a Scrolling World
Today's digital landscape is cluttered with distractions. Think about a homeowner browsing Facebook on their phone during their lunch break. How much time do you have to capture their attention before they move on to the next funny cat video?
Studies suggest that vertical videos attract more engagement and watch time, as mobile users rarely bother flipping their phones. With only 13 percent of viewers actually rotating to horizontal, it's essential to make their viewing experience as frictionless as possible.
Align with Social Media Trends
From generating leads on social media to general brand building, popular platforms like Instagram and TikTok have embraced the vertical format. If you want your content distribution strategies to thrive on these channels, think about joining the movement toward vertical. This shift in video orientation aligns with how people naturally hold their phones.
Foster Intimacy and Personalization
Imagine sending a homeowner a personalized video message about their upcoming roofing project. Shooting that message in a vertical format adds a sense of closeness and direct connection, as it mimics a one-on-one video call.
Research from AdNews confirms this, with 70% of millennials reporting that they do not rotate their phones when encountering horizontal video content. By speaking directly into the camera in a vertical format, your content will resonate with today's mobile-first generation.
Increase Completion Rates
Longer video content can be great, but are viewers sticking with your content until the end? Studies show that vertical videos boast a 90% higher completion rate than horizontal ones. For home service businesses, keeping viewers engaged could mean the difference between securing a new customer or losing them to the competition.
Horizontal Video Still Holds Strong: Showcasing Your Business Professionally
While "should social media content be filmed horizontal or vertical" has become a common question in marketing departments, horizontal video isn't going away anytime soon. Certain scenarios still call for the wider frame and polished feel of the 16:9 aspect ratio.
Maximize Visual Storytelling
Home service projects are complex, often requiring you to showcase the full scope of your expertise. Think about those stunning "before and after" kitchen remodels, intricate woodworking details, or large landscaping transformations.
Horizontal video, sometimes called landscape video, allows you to show the big picture in all its glory. This format can effectively convey the scale and impact of your services.
Deliver Professional-Grade Presentations
When conducting webinars, client presentations, or training videos for your team, horizontal video adds that classic professional feel that people associate with high-quality content. Imagine pitching a major renovation project using horizontal video.
The wider aspect ratio enhances clarity and reinforces the project's significance. You wouldn't want to lose out on a contract just because you recorded a cramped vertical video.
Optimize for YouTube and Embedded Players
YouTube is still king when it comes to video discovery. For tutorials, demonstrations, or long-form educational content, sticking with horizontal video guarantees seamless playback on YouTube and embedded players.
Remember, sales leads and engagement come from diverse sources. So while platforms like TikTok and Instagram thrive with vertical video, neglecting YouTube might mean missing out on valuable potential customers. Think about leveraging a mix of formats depending on where your videos are being shared.
Embrace Versatility and Reformatting Options
While smartphone use is high, consider the viewing preferences of those who still watch content on desktops and larger screens. Luckily, shooting horizontally offers versatility. You can easily reformat horizontal video for square and vertical placements, even capturing those vertical clips directly from your wide-screen footage. This adaptability ensures your content reaches a broader audience.
Knowing Your Platforms: Finding the Right Fit for Your Videos
With an evolving media landscape, navigating which platform uses which orientation can be confusing. This guide summarizes when vertical vs horizontal video reigns supreme:
Platform | Ideal Video Format | Reasoning |
Instagram Reels and Stories | Vertical (9:16) | Tailored for mobile viewing, seamless integration into users' feeds. |
TikTok | Vertical (9:16) | Built for full-screen vertical content. |
Snapchat | Vertical (9:16) | Known for vertical content that disappears. |
Square (1:1) or Vertical (9:16) | Buffer conducted a study revealing a higher engagement rate for square videos on Facebook compared to the 16:9 landscape format. | |
Horizontal (16:9) or Square (1:1) | Caters primarily to a desktop-based business audience. | |
YouTube | Horizontal (16:9) | Ideal for professional videos and long-form content. Offers a Shorts option for vertical video. |
Your website (Home page and Service pages) | Either, but Horizontal is common | Depends on your specific website layout, design, and target audience. Consider the balance of mobile and desktop viewers. |
A Home Service Business Case Study: Combining Both Formats
Let's say you own a painting company, "Brushstrokes," and are trying to expand your online presence. Here's a winning strategy that embraces both horizontal and vertical video:
Website (Home Page): Start with a horizontal overview video showing a compilation of recent painting projects and friendly customer testimonials.
Instagram Reels: Use quick, snappy vertical videos showcasing before-and-after shots of recent projects, demonstrating your expertise.
Personalized Video Messages for Leads: Record warm, vertical introductions inviting prospects to schedule consultations. A personal touch goes a long way in gaining trust.
Facebook Ads: Consider A/B testing square versus vertical formats. Track which variation brings you the best social media marketing results and adjust accordingly.
Should social media content be filmed horizontal or vertical?: Considering Production, Cost, and Versatility
Now, as a home service business owner, you're already wearing enough hats. Production, budget constraints, and maximizing the impact of every marketing effort are all real concerns. When considering "Should social media content be filmed horizontal or vertical," the "ideal scenario" isn't always practical.
First, should social media content be filmed horizontal or vertical if you're using your phone? If the budget's a big concern, you'll likely use your phone for most, if not all, of your content.
In the past, most mobile phone cameras weren't as powerful when used horizontally. When camera phones debuted in the early 2000s, their capabilities lagged far behind traditional cameras. But that's changed now. Even entry-level iPhones offer incredible horizontal recording features. This means shooting a single horizontal video that you can easily reformat later for vertical platforms could save you time and resources.
Here are a few cost-effective options:
Shoot everything horizontally: This offers the widest versatility, as most social media platforms offer cropping and reframing tools. Simply adjust the final output to match platform recommendations.
Prioritize square videos (1:1) when short on time and resources. A study by Yans Media showed that this format could provide 10x more visibility on platforms like Facebook. Later, when you have more bandwidth, invest in vertical videos specifically for TikTok, Instagram, and other vertical-first channels.
Conclusion
As you can see, figuring out if social media content should be filmed horizontally or vertically doesn't have a clear-cut answer. It all comes back to context.
While most people automatically assume "vertical" because everyone's always on their phones, it's not always so simple. For certain content, a beautifully shot horizontal video makes your work look far more professional.
To succeed with video, carefully consider your goals, target audience, budget, and platform. Adaptability and using a blend of formats could be your secret weapon. If you're stuck on which video format is best, test it. Experiment with vertical and horizontal variations on different platforms. With strategic testing and paying close attention to audience engagement, you'll unlock the power of video—one watch at a time.