Vertical vs Horizontal Video: How Columbus Businesses Should Plan Content for Reels

Did you know the horizontal vs vertical video debate directly impacts your audience reach? More than 75% of all video viewing happens on mobile devices, yet surprisingly, 7 in 10 YouTube users still default to horizontal viewing on their smartphones.

This creates a fascinating dilemma for Columbus businesses. Smartphone users hold their phones vertically about 94% of the time, but only 13% actually rotate their devices when watching horizontal video content. When planning your social media strategy, understanding whether to use horizontal video or vertical formats can significantly impact engagement, especially as mobile video consumption doubles every year.



In this guide, we'll explore the vertical vs horizontal video question specifically for Columbus businesses. We'll examine when each format works best, share local business examples, and provide practical tips for creating content that performs well across platforms. Whether you're wondering if you should film vertical or horizontal for your next campaign, we've got you covered with data-driven insights and actionable advice.

Understanding the Video Format Shift

The format wars between horizontal and vertical video reflect a fundamental shift in how we consume media. To understand this evolution, we must examine the forces driving these changes.

Why vertical video is rising

Vertical video has evolved from a novice mistake to a dominant force in digital content. This format now boasts impressive engagement metrics across platforms. Studies reveal vertical videos achieve up to 90% higher completion rates on mobile devices, and Snapchat reports vertical ads gaining nine times more completed views than horizontal ones.

Beyond raw numbers, the vertical format creates a more immersive experience by filling the entire smartphone screen. This immersion translates into tangible business results—vertical videos demonstrate 2x higher purchase intent compared to horizontal ads.

Furthermore, platform algorithms increasingly favor vertical content. Facebook studies indicate vertical videos enjoy 13.8% more visibility than horizontal videos and 90% more visibility than image posts. Similarly, Instagram Stories see 33% higher reach with vertical formats.

The legacy of horizontal video

Horizontal video remains the gold standard for cinematic and professional content. This format aligns with our natural field of vision and creates the immersive widescreen experience we associate with movies and television.

Conversely, horizontal video provides cinematographers greater creative control over composition and framing. The wider aspect ratio offers more room for multiple subjects, establishing shots, and detailed environments—making it ideal for storytelling or instructional content.

Interestingly, demographic preferences play a role in format choice. Gen X and Boomers often gravitate toward horizontal videos, particularly when browsing on desktops or laptops, where this format provides a more familiar viewing experience.

How mobile usage changed everything

The mobile revolution represents the tipping point in this format shift. Prior to smartphones, almost all video content was shot in landscape orientation to match TV screens and computer monitors.

Nevertheless, mobile has become the dominant way to consume content, with more than 75% of all video viewing now happening on mobile devices. As mobile habits evolved, so did viewing preferences—less than 30% of mobile users actually turn their smartphones sideways to watch horizontal videos.



Additionally, those who do rotate their devices watch merely 14% of the content on average. This reluctance to rotate explains why vertical video performs consistently better on mobile-first platforms like TikTok, Instagram Reels, and Snapchat.

When to Use Horizontal vs Vertical Video

Choosing between horizontal and vertical formats can make or break your video's success. Your decision should be guided by your content's purpose, platform, and audience habits.

Best use cases for horizontal video

Horizontal video remains essential for cinematic quality content. This format enhances the viewing experience for long-form or narrative-driven videos. It's ideal for displaying wide scenes, multiple interview subjects, and comprehensive product demonstrations.

Businesses should opt for horizontal orientation primarily in these situations:

• YouTube content and website videos where users expect professional-looking production
• Tutorial videos, testimonials, and detailed product showcases that require showing more context
• Content viewed predominantly on desktops or large screens where horizontal fills the screen naturally

Notably, horizontal videos work exceptionally well for educational content or professional presentations where conveying complex information requires more visual space.

When vertical video works better

Vertical video thrives on mobile-first platforms. With more than 75% of video viewing happening on mobile devices, this format offers distinct advantages. Indeed, studies show vertical video ads achieve 9x higher completion rates than horizontal ones.

Vertical format works best for:

• Short, engaging content like product demos under 60 seconds, customer testimonials, and behind-the-scenes clips
• Social media content designed specifically for Instagram Stories, TikTok, and Snapchat
• Mobile-targeted advertising where viewers hold phones vertically 94% of the time

Importantly, vertical video costs approximately 38% less per thousand impressions ($0.52 vs $0.85) while reaching 58% more people according to campaign data.

Examples from Columbus businesses

Columbus businesses are adapting their video strategies based on platform and audience. Local retailers effectively use vertical formats for quick product showcases on Instagram, meanwhile saving horizontal formats for more detailed YouTube demonstrations.

Real estate agencies throughout Columbus essentially follow a dual approach—vertical "trailer" videos that give potential buyers curated glimpses of properties, followed by comprehensive horizontal tours on their websites.



Columbus event venues likewise benefit from this mixed strategy, using vertical clips to build excitement and horizontal videos for in-depth event coverage.

Choosing the Right Format for Reels

Creating standout content for Instagram Reels requires strategic planning beyond just pointing and shooting. In fact, 21% of businesses create video content without proper planning, which significantly reduces effectiveness.

Know your audience and platform

Instagram Reels strongly favors vertical content. The platform is designed specifically for 9:16 ratio videos that fill the entire screen. When posting horizontal videos to Reels, they appear with black bars at the top and bottom, shrinking to a narrow rectangle. This formatting issue doesn't just affect individual posts—Instagram's algorithm interprets poor engagement as a sign that all your content is uninteresting.

The technical requirements for Reels are specific: minimum resolution of 500×889 pixels, maximum file size of 4GB, and video length options of either 3 minutes or up to 15 minutes for uploaded content.

Match video type to business goals

Aligning your Reels content with clear business objectives yields measurable results. Consequently, 91% of consumers report that videos influence their purchasing decisions.

For Columbus businesses, consider these strategic pairings:

• Brand awareness: Create behind-the-scenes videos or partner with local influencers
• Lead generation: Develop short social media ads or host Q&A sessions
• Sales conversion: Feature customer testimonials or product demonstrations

Should you film vertical or horizontal for Instagram Reels?

The verdict is clear—if your final delivery is for Reels, film vertically. Professional videographers confirm that while it's technically possible to crop horizontal footage, the results rarely look professional. Filming horizontally and later cropping means you lose approximately two-thirds of your resolution, creating noticeably lower quality content.



Testing confirms that horizontal Reels receive significantly less exposure, as Instagram deliberately limits their reach to prioritize vertical content. This algorithmic preference makes the choice straightforward for Columbus businesses seeking maximum engagement.

Tips for Repurposing and Testing Content

Repurposing existing video content across different formats saves time and maximizes your marketing budget. With the right techniques, you can adapt footage to reach audiences on any platform.

How to crop horizontal video for vertical use

Converting horizontal video to vertical requires strategic cropping. For professional results in Adobe Premiere, create a new 9:16 sequence and add your horizontal video. Next, place an adjustment layer above your video, cut it at each scene change, and reposition each segment to keep important content visible. This technique maintains focus on key elements while adapting to vertical format.

For quicker conversions, try these approaches:

• Center crop method: Focus on your subject while trimming sides
• Blurred background: Keep the full horizontal video centered with a blurred duplicate filling vertical space
• AI-powered tools: Applications like Auto Reframe automatically track and maintain focus on subjects

Creating content that works both ways

Film with versatility in mind from the start. Shoot with a DSLR camera to retain quality when cropping. Alternatively, use two phones simultaneously—one horizontal, one vertical. Throughout production, frame shots with ample space around subjects, avoiding tight compositions that limit cropping options.

Using analytics to guide your format strategy

Before publishing, implement UTM parameters for each video format to track performance. Subsequently, review engagement metrics monthly to identify which combinations drive the strongest results. Use this data to refine your approach—doubling down on formats that deliver higher completion rates and engagement for your Columbus business.

Conclusion

The vertical versus horizontal video debate clearly impacts how Columbus businesses connect with their audiences. As we've seen, each format serves distinct purposes depending on your goals and platforms. Vertical video dominates mobile-first platforms with higher completion rates and greater engagement, while horizontal formats remain essential for cinematic-quality content and professional presentations.

Smart Columbus businesses now embrace both formats strategically rather than picking sides. This dual approach allows them to capture attention through quick vertical clips on platforms like Instagram Reels while delivering comprehensive experiences through horizontal videos on websites and YouTube. Most importantly, understanding your audience's viewing habits and platform preferences should guide these decisions.

Your content creation process must adapt accordingly. Planning shoots with both formats in mind saves time and resources. Therefore, consider filming with ample space around subjects and using techniques like center cropping or blurred backgrounds when repurposing content. Regular analysis of your metrics will reveal which format combinations drive the strongest results for your specific audience.



The future of video marketing belongs to businesses that master both vertical and horizontal formats. Columbus companies that adapt quickly will gain competitive advantages through higher engagement and better conversion rates. Your video strategy must evolve with viewing habits - a willingness to experiment with different formats while consistently tracking performance will ultimately lead to success in this ever-changing digital landscape.