Vertical Video Production: The Complete Guide for Social Media Content
Picture this: you've just spent thousands on a gorgeous, cinematic brand video. It looks stunning on your website. Then you try to post it on Instagram Reels or TikTok, and... it's a disaster. Black bars everywhere, your subject gets cropped out, and engagement tanks.
The problem? You filmed horizontally for a vertical world.
With 94% of people holding their phones vertically and platforms like TikTok, Instagram Reels, and YouTube Shorts dominating social media, vertical video isn't just a trend—it's the standard. If you're not producing vertical content, you're essentially invisible to most mobile users. You’ve seen it in your own feed, so why not adapt to ensure your business is working in this way?
What’s more, how do you actually create vertical video that works? Let's break down everything you need to know.
What is vertical video?
Vertical video is footage shot and displayed in portrait orientation—taller than it is wide. The standard aspect ratio is 9:16 (essentially horizontal video flipped on its side), with dimensions of 1080x1920 pixels.
Unlike traditional horizontal video designed for TVs and cinema screens, vertical video is built for smartphones. It fills the entire mobile screen without requiring viewers to rotate their devices, creating an immersive, distraction-free experience that keeps people watching.
Think about your own behaviour: when was the last time you rotated your phone to watch a social media video? Exactly.
Why vertical video matters for your business
The stats tell all. Vertical videos consistently outperform horizontal content across every major platform:
Higher completion rates: Vertical videos have a 90% higher completion rate compared to horizontal videos on mobile devices. People actually watch them to the end.
Better visibility: On Facebook, vertical videos get 13.8% more visibility than horizontal videos, and a staggering 90% more visibility than static image posts.
Increased reach: Branded vertical video content can reach up to 58% more people than horizontal alternatives.
Superior engagement: Instagram vertical videos show 13% more 3-second views and 157% more 50% watch time compared to horizontal formats.
The reason is simple: vertical video meets people where they are, on their phones, holding them upright. It's the natural viewing format for the 4.18 billion people accessing the internet via mobile devices.
What are the vertical video formats and aspect ratios?
Not all vertical video is created equal. Different platforms prefer different aspect ratios, so understanding these formats is crucial for maximising your content's impact.
9:16 - The full-screen standard
This is the universal vertical video format, used by Instagram Stories, TikTok, YouTube Shorts, and Facebook Stories. Dimensions are 1080x1920 pixels. This ratio fills the entire mobile screen, creating maximum immersion and engagement.
4:5 - The Instagram feed format
Slightly less tall than 9:16, the 4:5 ratio works well for Instagram and Facebook feed posts. It takes up more screen real estate than square videos while leaving room for captions and interactive elements.
1:1 - The square compromise
While technically not vertical, the 1:1 square format is worth mentioning as it works across most platforms and can be easily cropped from vertical footage. However, it doesn't provide the same immersive experience as true vertical video.
How to shoot vertical video: Three production methods
Here's where it gets practical. You have three main approaches to creating vertical video, each with distinct advantages and trade-offs.
Method 1: Shoot horizontally and crop in post-production
The simplest approach is if you're already filming horizontal content. Shoot your video as normal in 16:9, then crop to 9:16 in your editing software.
Pros: You maintain horizontal versions for platforms like YouTube; minimal changes to your existing workflow; easiest option if you're repurposing existing content.
Cons: You lose significant image quality and resolution when cropping; subjects can get cut off if not centred; requires careful framing during the shoot to ensure vertical crops work; not ideal for professional results.
Best for: Quick social content, repurposing existing footage, or when you need both horizontal and vertical versions from a single shoot.
Method 2: Rotate your camera 90 degrees
This is the professional approach for dedicated vertical content. Physically turn your camera on its side using an L-bracket or 90-degree adaptor to shoot natively in vertical orientation.
Pros: Full resolution and image quality; you frame specifically for vertical from the start; more creative control over composition; professional results.
Cons: Your footage can only be used vertically (no horizontal version); requires additional rigging equipment; can be awkward to operate; you'll need to rotate footage in editing manually.
Best for: Platform-specific content like TikTok campaigns, Instagram Reels series, or any project living exclusively on mobile.
Method 3: Dual camera setup (the professional solution)
Run two cameras simultaneously—one horizontal, one vertical—to capture both formats at the same time. Sync them via timecode for seamless editing.
Pros: You get perfect horizontal and vertical versions from every take, offering maximum flexibility in post-production and ideal results for client work requiring multiple deliverables.
Cons: Doubles your equipment costs; requires additional crew or more complex rigging; more footage to manage and edit; significantly more expensive.
Best for: Commercial productions, brand campaigns requiring multi-platform distribution, or established businesses with consistent video needs.
Vertical video production tips from the pros
Shooting vertically requires a different mindset than traditional horizontal video. Here's what actually works:
Frame for the tall format
Forget your horizontal composition rules. With vertical video, you're working with height, not width. Keep your subject centred vertically and use the full height of the frame. Establish shots that show sky and ground work brilliantly in vertical. Close-ups and portraits naturally suit the format.
Adjust your lighting setup
Traditional three-point lighting designed for wide frames doesn't translate well to vertical. You'll need to reposition your lights to work with the narrower frame. Pay special attention to avoiding shadows on the sides of your subject, which are more noticeable vertically.
Rethink your audio approach
If you typically use a boom mic positioned above your subject, you'll need to adapt. In vertical shooting with a rotated camera, traditional boom placement can interfere with your frame. Consider using lavalier mics or positioning your boom to the side instead.
Add text and graphics strategically
Keep any text overlays and graphics in the centre third of the frame. Social platforms often add interface elements (profile pictures, buttons, captions) that can cover the top and bottom portions of your video. Leave safe zones at the edges.
Hook them in three seconds
Mobile users scroll fast. Your opening shot needs to grab attention immediately. Use bold visuals, movement, or intriguing text in those crucial first three seconds, or you've lost them.
How to edit vertical video for maximum impact
Once you've captured your footage, proper editing makes all the difference between amateur and professional results.
Set your editing software to a 9:16 sequence from the start. In Premiere Pro, Final Cut, or DaVinci Resolve, create a custom sequence with 1080x1920 dimensions. This prevents issues with accidentally exporting horizontal footage.
Keep your pacing tight. Vertical video viewers expect quick cuts and dynamic movement. What works as a 5-second shot horizontally might need to be 2-3 seconds vertically.
Make your videos loop seamlessly for platforms that auto-replay content. A smooth loop increases watch time, which social algorithms love.
Export at the highest quality your platform allows—typically 1080p resolution at a minimum. Instagram and TikTok compress video heavily, so starting with pristine quality helps maintain clarity.
When to use vertical vs horizontal video
Not every video should be vertical. Here's a quick guide:
Choose vertical when:
Creating content specifically for Instagram, TikTok, or YouTube Shorts
Targeting mobile users (who are most people)
Producing social media campaigns
Building behind-the-scenes or authentic brand content
Stick with horizontal when:
Creating content for YouTube's main feed
Producing long-form content or documentaries
Filming landscapes or wide establishing shots
Making content for TV or cinema
Recording webinars or presentations
Getting started with vertical video production
The beauty of vertical video is that you don't need a Hollywood budget to get started. Your smartphone is already a vertical video powerhouse.
For businesses producing regular content, the key is building vertical into your workflow from the beginning, not treating it as an afterthought. When planning shoots, decide which platforms you're targeting and frame accordingly.
If you're consistently creating social content, consider working with a production company that understands vertical formats.
At Freitas Films, we've been helping Bristol businesses create vertical content that actually performs on social platforms—because we know that one size doesn't fit all screens anymore.
Ready to create vertical video that stops the scroll?
Get in touch and let's talk about how vertical content can transform your social media presence.
