The Rise of Vertical Video: Why it's a Must for Advertisers in 2023

As we enter a new era of advertising, it’s important to keep up with the latest trends and platforms. Vertical video is quickly becoming the most valuable impression on the web today, and advertisers need to take note.

With the rise of TikTok, Instagram Reels, and YouTube Shorts, vertical video has become a must for any advertiser looking to stay ahead of the curve. And from a creative standpoint, you can run the same, if not similar, ads across all three platforms, each with its own unique set of targeting capabilities.

For ecommerce, Reels is the way to go due to the Instagram shops integration, while B2B marketers should focus on Shorts as a better transition from the ad to the YouTube channel, allowing them to engage with more content and leverage the power of Google Ads and Analytics.

Using TikTok for B2B: Yes, It’s Effective

When it comes to targeting executives on TikTok, the key is to focus on the creative, messaging, and product to attract the target audience to take action. The platform is building tools to help B2B advertisers, such as hashtag targeting, lead gen campaigns, and longer video lengths, making it easier to target specific keywords, convert directly from an ad to your CRM, and capture longer time spent.

Jumping on a Trend vs. Creating a Compelling Ad: What’s the Right Choice?

When it comes to video, there’s no right or wrong answer. Large brands have a better opportunity to win with a video trend due to their current audience, while smaller brands are looking for a home run that’s rare but not impossible. Compelling ads, on the other hand, can be effective at reaching a wide range of viewers and should always be a go-to for both large and small brands.

The Future of Advertising is Vertical Video

The near-term future of advertising is vertical video, and taking a deeper look into the platform opportunities for these placements is extremely important. YouTube Shorts is a must for anyone currently running YouTube ads, while Instagram Reels offers a much more engaging placement than stories or the newsfeed at a fraction of the cost. And with the continued growth of TikTok, there’s no doubt that vertical video is here to stay.

Maximizing Vertical Video in Your Advertising Strategy

If you’re not already incorporating vertical video into your advertising strategy, now’s the time to start. It’s a powerful way to reach a wide range of audiences while increasing engagement and conversion rates. Just remember that the most effective approach will depend on your specific goals and target audience, so take the time to craft a strategy that works for you.

Updated: Apr 3, 2023 Author:

Misha Manko
Co-founder of, Digital Marketing Consultant