Vertical videos are here to stay – and offer marketing managers enormous opportunities. They enable higher visibility on social media, better interaction rates and more precise targeting. Those who produce their content in portrait format adapt to user behavior and are more likely to be seen, heard and shared. Whether on TikTok, Instagram Reels or YouTube Shorts – portrait format videos dominate our feeds. Find out why this is the case and how you can use this trend for your marketing here.
Aiming high with portrait format - why vertical videos will be indispensable in 2025
Why? More than 83% of all video views in 2025 will be via mobile devices.(Statista Digital Market Outlook, Q1 2025 – Mobile Video Consumption) Users usually hold their smartphone vertically, which is why the portrait format (9:16) is the natural choice. Studies show: People are 90% more likely to finish watching vertical videos than horizontal ones. According to Tekrevol, TikTok is expected to reach around 1.8 billion monthly active users by the end of 2025 – meaning that the portrait format will continue to dominate.
Vertical videos achieve up to 58% more engagement than horizontal formats. Vertical video content performs significantly better on TikTok and Instagram Reels in particular. The average engagement rate of reels is 1.23% in 2025, significantly outperforming classic feed posts or carousels. On YouTube Shorts, the average watch time of creators increased by 35% compared to 2024.
Portrait format also pays off in paid communication: vertical reel ads on Instagram achieve a cost-per-action (CPA) that is up to 48% lower than their non-vertical counterparts. TikTok ads in portrait format have an average click-through rate of 1.9% – well above the industry average.
Industry surveys show: In the DACH region, the majority of marketing managers now consciously rely on vertical video to specifically address younger target groups. This is not least due to the native integration of vertical formats into social strategies. In its Q2 2025 earnings report, Meta emphasized that Instagram – including Reels – now accounts for over 50% of the company’s US advertising revenue. This is a strong indication of how central vertical video content has become in the social media ecosystem.
The best formats for TikTok, reels and shorts
TikTok
Format: 9:16, Fullscreen
Length: Ideally between 15-60 seconds (in 2025, 80% of all TikTok users decide within the first 5 seconds)
Tip: Get straight to the point! The first 3 seconds decide whether users stick around
Instagram Reels
- Format: 9:16
- Length: Up to 90 seconds (average dwell time in 2025: 27 seconds)
- Tip: Integrate subtitles, as many people watch without sound. Use trending sounds for more visibility.
Example:
In our recruiting campaign for PostFinance, we produced reels that inspire with humor, a strong call-to-action and striking text overlays – perfectly tailored to the scrolling behavior of the target group.
YouTube Shorts
Format: Also 9:16
Length: Up to 3 minutes (on average 1.5 minutes for successful shorts)
Tip: Structure with hook, value and call-to-action. Shorts benefit particularly from continuous posting.
Example:
For Zurich Versicherung, we created an animated vertical snippet that presents the cyber insurance snackable in 9:16 format – with dynamic text, a concise storyline and high recognition value.
Tips for the production of successful vertical videos
Storytelling in portrait format
Vertical storytelling means: less space, more focus. The message has to be right – visually and in terms of content.
Start with an emotional or surprising hook that immediately attracts attention.
Use strong visual stimuli right at the beginning.
Use text overlays that are convincing even without sound.
Tell stories that ignite in a few seconds – for example with humor, emotion or an aha effect.
Design & animation for vertical videos
Vertical is not simply a 16:9 video with cropped edges. It needs content specially designed for portrait format:
Central design (important information in the center)
Sufficiently large font sizes so that text is also easy to read on small screens
Don’t forget subtitles, as many users watch videos without sound
Animated call-to-actions
CI/CD-compliant color and typography adaptation
Pro tip: We animate each vertical video individually from scratch – no post-crops, but real vertical design.
Tools & Technology
Camera: Many smartphones now film in 4K – ideal for verticals.
Editing software: Tools such as CapCut, Adobe Premiere Pro or DaVinci Resolve are vertical-ready.
Platform optimization: Export formats, preview images and titles adapted to the respective platform.
Conclusion: portrait format is not a compromise - it's an opportunity
Vertical videos are more than just a trend. They are the answer to modern media usage behavior. If you want to reach your target group directly on the smartphone, you should not only think about content in vertical format, but also produce it specifically for this purpose.
Our tip: Think of your next explainer video or social video as a vertical clip. This will make a bigger impact and stick in the feed.
Ready to go vertical?
Then get in touch with us. We’ll work with you to develop gripping vertical content that impresses.
Schedule a free consultation with our video experts.
Together we simplify your communication.
Photo Credits: Tanya Shibalkova, Land Space
