“Video should be shot in landscape mode.” Tell that to the hundreds of millions of people creating and consuming vertical video on platforms like Periscope, Snapchat, and Instagram Stories, right now.

Today, roughly half of all video consumption happens on mobile devices, devices built to be held and operated with one hand. So why would someone want to stop, grab their phone with two hands, and turn it to the side in order to watch a video? Increasingly the answer is that they don’t. Watching a video vertically on a mobile device is more comfortable and it feels more personal. The viewer feels more immersed in the experience and so it’s no wonder then, that Snapchat reports that vertical video receives 9X the engagement of horizontal video on the platform.

As consumers flock to vertical video, forward-looking brands are meeting them there. And they’re not just reformatting traditional landscape video, they’re investing in net new video content meant to be viewed vertically. What’s more, agencies are rising up to specialize in the creation of vertical video content and publishers are creating advertising units featuring vertical video for mobile audiences.

The underlying investment that is being made to develop a competence around vertical video is tremendous. This isn’t some passing fad.  And it’s not just about orientation.  It’s not just about taking traditional horizontal video and turning it upright.

Vertical video is fundamentally changing what consumers experience and what they expect. The introduction of snippets and stories gives the viewer more control. Don’t like something? You don’t need to watch the whole thing…skip forward. Want to see a snippet again? Go back. Vertical video is to horizontal video as CDs were to cassette tapes because it allows the viewer to consume video on their own terms.

Vertical video is changing the way brands create video content and the way viewers consume it. Which means that vertical video will need to be more than just ads and disappearing content.

That’s why we’re introducing Curalate Tilt. Tilt brings vertical video “stories” to mobile audiences on owned channels such as a brand’s eCommerce site or app. Tilt gives vertical video:

  • Wider distribution
  • A longer lifespan
  • Awareness of the products, services, and brands contained within the story
  • An ability to drive a consumer from discovery to action

Curalate Tilt launches today with our friends Urban Outfitters! Curalate Tilt is powering UOTV, Urban Outfitters’ newest mobile web destination.

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UOTV stories are short, fun, shoppable videos made exclusively available for mobile as a way to engage their audience by showing off new and exciting products.  No downloads are required to view UOTV, making it available to anyone shopping UO on a mobile browser. Viewing stories is a breeze: they can be skipped forward or backward, replayed infinitely, viewed indefinitely, and products within the videos are available to shop right there within UOTV.

“With UOTV, powered by Curalate Tilt, the short and fun vertical videos we create will now have a longer lifetime,” Rachel Albright, Director of Creative Marketing & Content for Urban Outfitters told us.  “UOTV viewers will actually be able to see exactly which products are featured in the videos and will easily be able to buy them. We’re really excited to use this as another way for people to discover Urban Outfitters and have a great online experience with our brand.”

So go check it out. But use your mobile device, because this isn’t just mobile-friendly…it’s mobile only.