TikTok, Instagram, Snapchat, YouTube - 9x16 is the measure of all things! The format, which was still problematic a few years ago, has more than established itself in 2023. But why?
Mobile only!
For a better understanding, take a look at Gen-Z. They like it simple, fast, pragmatic and uncomplicated - especially when it comes to social media. Having grown up with smartphones, teens have quickly specialized in absorbing content quickly and paying attention to the variety of entertainment rather than the depth of content. As a result, linear formats like TV are being swept away and channels like TikTok are taking off.
The smartphone is the mass medium, and 9:16 is the mass format. People have never spent as much time on their smartphones/searching for content as they do today. And the trend is still growing. So it's only logical that creators adapt to the format that works best on mobile, create their content exclusively for mobile, and secure the likes and comments of users.
Social Media & Ads
As mentioned, almost all platforms today focus on 9:16, and some prioritize and promote 9:16 content, rewarding creators with extra reach and attention. Those who focus on 9:16 as advertisers will find the best conditions for successful campaigns.
User Experience
Horizontal content is still relevant, but you should pay attention to the channel when playing it. 16:9 content on a 9:16 format is outdated and is even considered a disturbance to the user's peace because they have to rotate the smartphone. At this point, we don't even need to talk about the no-go of playing a rotated 16:9 video.
So, make it as easy and convenient as possible for the user and make sure you use the 9:16 shelf for content and campaigns.
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