You know vertical video is important. But knowing you need it and actually creating content that performs are two different challenges. The good news? You don’t need expensive equipment or a massive production budget to create vertical video that resonates with your audience.
What you do need is a clear understanding of what works on each platform and how different video styles perform depending on where you’re posting. Let’s break it down.
Understanding Platform Differences
While TikTok, Instagram Reels, and YouTube Shorts all use vertical video, they’re not interchangeable. Each platform has its own audience expectations, algorithm preferences, and content culture.
TikTok
TikTok’s audience expects authenticity over polish. The platform rewards creativity, trends, and videos that feel native to the app. Content that looks overly produced often underperforms compared to videos that embrace TikTok’s raw, energetic aesthetic.
Optimal length: 15-60 seconds, though the platform supports up to 10 minutes. Shorter tends to perform better for businesses just starting out.
Instagram Reels
Instagram users expect slightly more visual polish than TikTok. Reels perform well when they balance professional quality with personality. The audience here is often looking for inspiration, education, or entertainment that feels aspirational but still accessible.
Optimal length: 15-60 seconds for maximum reach, though Reels can be up to 90 seconds.
YouTube Shorts
YouTube Shorts attracts viewers who want quick, valuable content. The platform works well for how-to content, quick tips, and informative videos that deliver clear value in under a minute. Production quality can be slightly higher here without feeling out of place.
Optimal length: Under 60 seconds for best performance.
Video Styles That Work Best
Different video styles perform differently across platforms. Understanding which style fits your message and your platform will dramatically improve your results.
Talking Head Videos
What it is: You or a team member speaking directly to the camera.
Best for: Building personal connection, establishing expertise, sharing quick tips.
Platform performance: Works well across all three platforms when done authentically. TikTok prefers more energy and personality, while YouTube Shorts can handle a slightly more measured delivery.
Pro tip: Get close to the camera. Vertical video means less horizontal space, so filling the frame with your face creates a stronger connection.
B-Roll Montages with Text Overlays
What it is: Quick cuts of relevant footage with on-screen text telling the story.
Best for: Showcasing processes, highlighting results, creating visual interest without requiring on-camera presence.
Platform performance: Extremely effective on Instagram Reels and TikTok when paired with trending audio. Can feel slightly out of place on YouTube Shorts unless delivering clear educational value.
Pro tip: Keep text large and readable. Mobile screens are small, so your text needs to be bold and brief.
Behind-the-Scenes Content
What it is: Showing the real work that goes into your products or services.
Best for: Building authenticity, humanizing your brand, demonstrating expertise through process.
Platform performance: TikTok loves this style. Instagram Reels performs well with behind-the-scenes content that still maintains visual appeal. YouTube Shorts works when the behind-the-scenes content teaches something specific.
Pro tip: Don’t over-edit. The appeal of behind-the-scenes content is its authenticity.
Educational Quick Tips
What it is: Sharing one specific piece of actionable advice.
Best for: Establishing authority, providing value, encouraging saves and shares.
Platform performance: Works across all platforms but especially strong on YouTube Shorts and Instagram Reels. TikTok audiences prefer these when delivered with personality and energy rather than formal presentation.
Pro tip: Focus on one tip per video. Trying to cram multiple pieces of advice into 60 seconds dilutes your message.
Trend-Based Content
What it is: Using trending audio, formats, or challenges adapted to your business.
Best for: Increasing discoverability, showing personality, reaching new audiences.
Platform performance: Essential for TikTok growth. Effective on Instagram Reels. Less important for YouTube Shorts, which prioritizes searchable content over trending content.
Pro tip: Don’t force it. Only jump on trends that genuinely fit your brand voice and message.
Technical Basics for Vertical Video
You don’t need professional video equipment to start, but a few technical considerations will dramatically improve your results:
Aspect Ratio: Shoot in 9:16 ratio. If your camera doesn’t have this option, frame for vertical in editing and expect to crop horizontal footage.
Lighting: Natural light works great. If shooting indoors, face a window or invest in a simple ring light. Good lighting is more important than a fancy camera.
Audio: Clear audio is non-negotiable. Your phone’s built-in microphone works for casual content, but consider a lavalier mic for speaking-heavy videos.
Framing: Keep important elements (faces, text, key visuals) in the center two-thirds of the frame. Many platforms add interface elements at top and bottom that can cover your content.
Creating a Vertical Video Strategy
The most successful businesses approach vertical video strategically rather than posting randomly. Here’s how our Atlanta-based clients typically structure their approach:
Start with one platform where your audience is most active. Master that platform’s content style before expanding. Trying to be everywhere at once usually means being mediocre everywhere.
Create content in batches when possible. Our content grab approach works perfectly for vertical video. Film multiple videos in one session, then release them over several weeks.
Repurpose thoughtfully. While you can post the same video across platforms, consider making small adjustments for each platform’s culture. A video might need more energy for TikTok, different text overlays for Instagram, or a more educational hook for YouTube Shorts.
When to Bring in Professionals
You can absolutely create effective vertical video in-house, especially for consistent behind-the-scenes or quick-tip content. But certain situations benefit from professional video production services:
- Product launches or major announcements where quality matters
- Brand story videos that need to make a strong first impression
- Content featuring complex production elements like animation or special effects
- High-stakes content where poor execution could damage your brand
Professional production also makes sense when you need to create a large volume of polished content efficiently. What might take your team days to produce, an experienced production team can accomplish in hours.
Start Creating
Vertical video isn’t going anywhere. Every major platform has committed to the format, and audiences have made it clear this is how they prefer to consume content. The businesses that figure out vertical video now will have a significant advantage over competitors who wait.
Start simple. Pick one video style that fits your brand and one platform where your audience is active. Create consistently, pay attention to what performs, and adjust based on real data rather than assumptions.Need help developing a vertical video strategy that actually fits your business goals? Lucie Content specializes in helping Atlanta businesses create video content that performs across platforms. Let’s talk about what vertical video could do for your brand.
