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In today’s mobile-first world, vertical videos have taken over digital advertising. Whether you’re scrolling through TikTok, watching Instagram Reels, or browsing YouTube Shorts, vertical content dominates our attention spans. In 2025, ignoring this format means ignoring your mobile audience.
Why Vertical Video Wins
Over 80% of internet users access the web through mobile devices. This shift demands content that feels natural in portrait mode and that’s where vertical video shines.
According to Search Engine Land’s 2025 report on Meta ads, vertical video formats like 9:16 for Reels and Stories are prioritized by Meta’s algorithm and deliver significantly better performance. The article emphasizes that Meta recommends vertical creative as a best practice, with advertisers reporting higher engagement rates and improved ad recall. At the same time, TikTok users now spend over 90 minutes per day on the app, reinforcing the importance of mobile-first, vertical content in today’s ad strategies (Backlinko).
Ad Performance & Trends
Major platforms have fully embraced the vertical video trend:
- Meta Ads prioritize Reels placements in ad sets, giving them premium visibility and engagement.
- YouTube Shorts, with over 50 billion daily views, are becoming a crucial pillar of video strategy.
- TikTok, known for its user-generated content, has built a billion-dollar advertising engine fueled almost entirely by vertical videos.
Tips for Marketers in 2025
If you’re planning your content strategy for 2025, consider these key tips:
- Design your content vertically by default
- Keep videos under 15 seconds for higher completion rates
- Use strong hooks within the first 3 seconds to capture attention
- Leverage trending sounds, captions, and native platform editing tools
Key Takeaway
Your audience is vertical. Your content should be too. Whether you’re a startup or a global brand, adapting to the vertical video revolution isn’t optional; it’s essential.
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