![]() ![]() According to Buffer, in some instances square video yielded 30 to 35 percent higher video views and an 80 to 100 percent increase in engagement on mobile than landscape.īecause square video formats were shown to increase engagement, Buffer and Animoto also revealed that it can be less expensive for marketers to use square video on their mobile social media platforms. Read more about the specifics of the study.Īmong the square video format, landscape video format and letterbox video format (landscape videos letterboxed into a square player), square video outperformed the others in the study in terms of views, engagement and completion rate on mobile devices. All videos were also targeted to the same audience demographics. The team created and tested videos that varied in timing, topic and format, but kept all other variables consistent to yield fair results. Social media management platform Buffer and video creation program Animoto recently teamed up to test whether the square video format theory was actually viable. Landscape videos are wider than they are tall, but mobile screens are taller than they are wide, so it makes sense. Think about it: If a social media user is scrolling through his or her newsfeed, then a video that takes up more space on the screen will take up more scroll time, increasing the chance that he or she will stop to watch it. For that reason primarily, square video is the recommended format for Facebook, Twitter and Instagram. Square video takes up 78 percent more space in a person’s mobile newsfeed than landscape video. A square video format tends to work better for social media as opposed to landscape-and here’s why. ![]() A variety of factors affect whether or not a video is successful, including length, content, copy and our focus today-format. In addition, one-third of all internet activity involves watching video, and 87 percent of digital marketers are currently using video content in their marketing strategies. According to WordStream, video accounted for 69 percent of all global consumer internet traffic in 2017, and it is expected to account for 80 percent of all consumer internet traffic by 2019. It’s no secret that video has taken over as the most captivating digital medium. ![]()
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