Smartphones have changed the world and now mobile users are consuming more vertical video than ever before (Richards 2017). In particular, vertical video is gaining popularity amongst content makers for social media since the aspect ratio typically suits how mobile phone users hold their phones and therefore how they are now watching video content (ScientiaMobile 2019). In recent years the 9:16 aspect ratio has established itself as an emerging requirement within the professional video market since companies of all sizes, small, medium and large have realised the commercial value of creating video vertically for mobile consumption (Neal and Ross 2018). In order to stand out, brands, marketers and creators are being encouraged to broadcast content that is better quality than that which their audience is capable of creating themselves (Social Chain 2018). However, the film industry has spent over a hundred years of development specializing in the production of horizontal videography and there is a distinct absence of literature which can help support vertical filmmakers. As the distinction between amateur and corporate vertical video content continues to blur (Neal and Ross 2018), scholastic work helping to identify some of the techniques, equipment, approaches and methods by which professionals can separate themselves from non-professionals is useful. This paper will reflect on the current literature (or lack of it) that surrounds the practical nature of vertical video production and attempt to bring together the scattered and often inconsistent pieces of advice and inspiration that have been published in print and online.
Rafe Clayton, University of Bolton, United Kingdom
Stream: Social Media & Communication Technology
This paper is part of the EuroMedia2019 Conference Proceedings (View)
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