Wise Wednesday #43: Vertical Video Storytelling

Wise Wednesday #43: The New Narrative: Mastering Vertical Video Storytelling

This week on Wise Wednesday, we're focusing on the dominant force in modern social media: Vertical Video Storytelling. Gone are the days when horizontal videos ruled. Platforms like TikTok, Instagram Reels, and YouTube Shorts have fundamentally changed how we consume content, demanding a new approach to narrative and visual design. Mastering the nuances of this format is no longer optional; it’s essential for capturing attention, building community, and staying relevant.

Why Vertical?

Vertical video is designed for the way people hold their phones. It fills the entire screen, creating an immersive, full-screen experience that minimizes distractions and draws the viewer in immediately. This format feels more personal and authentic, as if the content is being created just for them, by a person holding a phone.

The "swipe up" or "swipe away" culture of these platforms means you have mere seconds to hook your audience. The goal is to stop the scroll and keep them engaged.

Key Principles of Vertical Video Storytelling

1. The Hook is Everything (The First 3 Seconds):

   • Your opening needs to grab attention instantly. Start with a question, a bold statement, a dramatic visual, or an intriguing action.

   • Examples: "Here's how I did X in 10 seconds," "You're making this mistake with your [product]," or a visually compelling moment with a text overlay.

2. Keep it Concise & Fast-Paced:

   • The most successful vertical videos are typically under 30 seconds.

   • Use fast cuts, transitions, and on-screen text to keep the pace dynamic. Avoid long, slow introductions. Get straight to the point.

3. Prioritize On-Screen Text:

   • Most vertical videos are watched with the sound off. Your on-screen text is the primary way to convey your message.

   • Use bold, easy-to-read fonts with sufficient contrast. Use text overlays to supplement the visuals and tell the story.

   • Use text to add emphasis, summarize key points, or ask questions that prompt a comment.

4. Embrace Authenticity & Rawness:

   • Vertical video thrives on authenticity. It's not about polished, high-budget productions.

   • Lean into the "behind-the-scenes" feel, use a conversational tone, and show the human side of your brand.

   • Imperfect and raw often feels more relatable and trustworthy than overly produced content.

5. Design for the Frame:

   • Frame your shots with the vertical format in mind. Center your subject and use the full height of the screen.

   • Pay attention to the safe zones where text and UI elements (like a "Share" or "Like" button) might obscure your content.

6. Sound is Secondary, but Important:

   • While many videos are watched with sound off, trending audio and popular music are a major part of the discovery algorithm.

   • Use popular, relevant audio. Many platforms have a sound library for commercial use.

   • Add captions for those who can't or don't use sound.

7. Focus on a Single Idea:

   • Don't try to cram too much information into one video. A successful vertical video tells one short story, explains one quick tip, or showcases one product feature.

   • Keep it simple, focused, and direct.

Storytelling Formats for Vertical Video

• The Problem/Solution: Hook the viewer with a common problem and quickly present your product or service as the solution.

• The Tutorial/How-To: A fast-paced, step-by-step guide on how to do something, often with text overlays and quick cuts.

• The Before/After: A classic format that visually demonstrates a transformation, from a messy room to a clean one, or from dull to vibrant.

• The Product Showcase: A quick and creative way to highlight a product's features or benefits in a visually compelling way.

• The "Day in the Life": A relatable glimpse into a typical day or process, often set to music.

• The Behind-the-Scenes: A look at your team, your process, or how a product is made, building authenticity and brand trust.

Tools for Vertical Video Storytelling

• In-App Editors: The built-in editors on TikTok and Reels are powerful for creating quick, authentic content. They have features for adding trending audio, text, and effects.

• CapCut: A free, powerful video editing app (owned by TikTok's parent company) that is widely used for creating polished vertical videos. It has advanced features for text-to-speech, auto-captions, and a huge library of effects.

• Adobe Premiere Rush: A streamlined, user-friendly video editor from Adobe designed for quick edits and cross-platform sharing.

• Canva / Adobe Express: Great for creating short, animated graphic videos or templates for vertical content.

• Voiceover Tools: If you want to use a voiceover but don't want to record your own, tools with text-to-speech capabilities are helpful.

In Conclusion:

Mastering vertical video storytelling is about embracing a new kind of narrative. It's concise, immersive, and highly personal. By focusing on a compelling hook, a fast pace, and an authentic voice, you can create powerful short-form content that not only stops the scroll but also builds a loyal and engaged community.