Snapchat is calling on marketers and media companies to shoot ads vertically, in a bid to tailor content to the popular photo apps format.
The request goes against the industry’s commonplace wide-angle landscape shot which currently dominates the video marketing arena.
“We’re starting to meet with the top creatives at agencies and CMOs, and in terms of education, shooting vertical is in that conversation,” said a Snapchat rep.
Snapchat is billed as one of the go-to platforms to connect with Millennials – the tool is encouraging advertisers to flip video content vertical in order to slot into the apps perspective.
Snapchat’s vertical ambitions mirror other apps such as Meerkat and Periscope which also stream vertically.
“Snapchat definitely set the tone for this, but there’s definitely a lot to be said for the fact that Meerkat and Periscope have prioritized the vertical video,” said Nick Cicero, founder of Delmondo, a digital talent agency.
“It’s a new medium. It’s not TV and it’s not YouTube, so I don’t see why a new aesthetic for video can’t also emerge.”
Snapchat said the best-performing shows and ads are those that are shot vertically; ads are viewed to the end nine times more frequently than horizontal ones, it added.