{"id":4734,"date":"2017-05-11T18:20:23","date_gmt":"2017-05-11T18:20:23","guid":{"rendered":"http:\/\/www.animaker.com\/blog?p=4734"},"modified":"2025-02-20T10:54:13","modified_gmt":"2025-02-20T10:54:13","slug":"vertical-video-facebook-ads-case-study","status":"publish","type":"post","link":"https:\/\/www.animaker.com\/blog\/vertical-video-facebook-ads-case-study\/","title":{"rendered":"Vertical Video Vs Horizontal Video: A Facebook Ads Case Study!"},"content":{"rendered":"<p><span id=\"rgb(079, 052, 095)\"><\/span><!--Apply Baner Image bg color--><\/p>\n<p>As you might have noticed, we recently launched the <b>World\u2019s first and exclusive<\/b> <a href=\"https:\/\/www.animaker.com\/vertical-video\">Vertical Video Maker<\/a>. This feature was introduced after understanding the needs of <b>thousands<\/b> of our business users and the hurdles they faced when it came to making videos for Social Media pages. Facebook especially has been a <b>big challenge<\/b> for marketers to conquer.<\/p>\n<div class=\"seperate\"><\/div>\n<p>And, with Facebook counting a <b>3 sec<\/b> glance on a video as a view on promoted posts, it becomes extremely important for brands to make the best out of their <b>FB promotion budget<\/b>.<\/p>\n<p>Having done a lot of research in the past with how Vertical videos outperformed Horizontal videos every single time on FB, we decided to show you, the <b>insights<\/b> we gained from one of our test campaigns on FB.<\/p>\n<div class=\"seperate\"><\/div>\n<h3>The Videos Used for the Case Study<\/h3>\n<p>Firstly we wanted our content to be highly engaging to get the best out of the campaign. We chose the topic <b>\u2018Men Vs Women\u2019<\/b> as it is one of the most debated topics in the world right now. We also added our own light-hearted fun to it. Check out the videos yourself.<\/p>\n<h5>Horizontal Version of the Video:<\/h5>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/_umSyHscXLQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h5>Vertical Version of the Video:<\/h5>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/mXnI2Ojpvyo\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>As you can see everything from script to design is same in the video except the format.<\/p>\n<div class=\"seperate\"><\/div>\n<p>For this particular test campaign we decided to go with a budget of <b>$200<\/b> which was later split equally among the two promotional videos. We also made sure that the <b>target audience<\/b> we chose for both the campaigns were same.<\/p>\n<div class=\"seperate\"><\/div>\n<p>So how did the campaign perform? Did <b>Vertical Video<\/b> really outperform Horizontal Video?<\/p>\n<div class=\"seperate\"><\/div>\n<p>The results might make your <b>jaw drop<\/b> at times.<\/p>\n<h3>Vertical Videos have more Reach and at a lesser cost<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/www.animaker.com\/blog\/wp-content\/uploads\/2017\/05\/Reach.png\" alt=\"Cost per 1000 people reached\" \/><\/p>\n<p>The VV(Vertical Video) managed to reach <b>58% more people<\/b> than HV(Horizontal videos). While the HV managed to reach <b>103,397<\/b>, the VV reached a whopping <b>163,871<\/b> people!<\/p>\n<div class=\"seperate\"><\/div>\n<p>Now this is where it gets even better. The cost per <b>1000 impressions<\/b> for Horizontal Videos was <b>$0.85<\/b> while for Vertical Videos, it stood at <b>a mere $0.52<\/b>. This means that Horizontal Video ads (which get less exposure) is <b>63.5%<\/b> more expensive than vertical video ads.<\/p>\n<h3>Vertical Videos got better Post Engagement levels<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/www.animaker.com\/blog\/wp-content\/uploads\/2017\/05\/Engagement.png\" alt=\"Post Reaction Animaker Case Study\" \/><\/p>\n<p>More Post Reactions(in terms of likes and other reactions) means your ad is doing well. The Vertical Video got a decent <b>338 reactions<\/b> which is <b>28.5%<\/b> more than what the Horizontal Video got.<\/p>\n<div class=\"seperate\"><\/div>\n<p>Now getting more shares is the <b>ultimate sign<\/b> that your target audience is really loving it! More shares mean that even the friends of your target audience will get exposed to your ad which is a <b>BIG bonus<\/b>!<\/p>\n<div class=\"seperate\"><\/div>\n<p>The Vertical Video got <b>231 shares<\/b> compared to the Horizontal Video which received <b>only 166<\/b>. The number of shares being <b>39%<\/b> higher is simply <b>not ignorable<\/b> by any standards.<\/p>\n<h3>Video completion rates were almost the same<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/www.animaker.com\/blog\/wp-content\/uploads\/2017\/05\/Video-Engagement2.png\" alt=\"Animaker Case Study Completion Rates\" \/><\/p>\n<p>The above metrics gives us an idea of how hooked people are to your video ad. The number of video watchers will obviously decrease at each level. However, the decrease will be <b>immense<\/b> if your video is not engaging enough.<\/p>\n<div class=\"seperate\"><\/div>\n<p>We can assume that the people who dropped off before the <b>25%<\/b> did not find the video interesting. The number of viewers upto 25% for the Vertical Video is <b>22,443<\/b> and only <b>14,158<\/b> for Horizontal videos. This means that <b>58.5% more people<\/b> watched the Vertical Video up to <b>25%<\/b> completion. But this stat can be ignored as the total reach was also <b>59% higher<\/b> for Vertical Videos <b>as explained in point 1<\/b>.<\/p>\n<div class=\"seperate\"><\/div>\n<p>Now we analyzed how the number dropped from there.<\/p>\n<div class=\"seperate\"><\/div>\n<p>For the vertical video, the number of people who viewed the whole video dwindled to 7832 from 22,443 which meant a <b>completion rate of 34%<\/b>. While for horizontal videos, the number who completed the whole video dwindled to 4362 from 14,158 which meant <b>completion rate of 30%<\/b>.<\/p>\n<div class=\"seperate\"><\/div>\n<p>This shows that though the completion rates are <b>almost same<\/b>, the vertical video slightly edged over its horizontal counterpart here as well!<\/p>\n<h3>Cost Effectiveness in terms of time viewed<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/www.animaker.com\/blog\/wp-content\/uploads\/2017\/05\/Video-Engagement1.png\" alt=\"Cost effectiveness in terms of time viewed\" \/><\/p>\n<p>3-second-view refers to the number of people who watched for <b>at least 3 seconds<\/b>. Now, the cost per 3-second-view is calculated by dividing the total amount spent by the number of 3-second-views.<\/p>\n<div class=\"seperate\"><\/div>\n<p>As you can see, the number cost per three-second view is same for both videos. However, when it comes to cost per 10-second-views, the HV video, stands at <b>$0.010<\/b> which is <b>150%<\/b> more than VV video which stands at <b>$0.004<\/b>. This also means that a lot of people <b>dropped off<\/b> the HV videos before the ten-second mark.<\/p>\n<h3>The bigger picture<\/h3>\n<p>We understand that some of you might find yourself pleasantly surprised and puzzled after looking at these results. The simple reasoning behind this difference is that the world has gone Mobile my friends!<\/p>\n<div class=\"seperate\"><\/div>\n<p>Desktops PCs and Laptops are no longer the places people go to for content consumption. With Smartphones becoming more <b>powerful and affordable<\/b> with each passing year, it doesn\u2019t really make sense for people to buy PCs for online content consumption anymore. This also explains the <b>immense drop<\/b> in the sales of PCs, Laptops and even Tablet devices in the recent years.<\/p>\n<div class=\"seperate\"><\/div>\n<p>We are currently living through the biggest phase shift occurring in recent history. Social media platforms such as Facebook, Twitter and LinkedIn which have understood this have made their applications <b>immensely mobile friendly<\/b> so that they don\u2019t become irrelevant. The popularity of the <b>mobile-first<\/b> social media platform Snapchat and now even Instagram TV gives more concrete evidence that this is true.<\/p>\n<div class=\"seperate\"><\/div>\n<p>From the recent post published by VentureBeat, it is clear that <b>92%<\/b> of all daily active users on Facebook access the application through their mobile devices. Brands which are still using Horizontal videos are literally <b>burning their money<\/b>. And most of the videos which <b>dominate<\/b> in performance are vertical.<\/p>\n<div class=\"seperate\"><\/div>\n<h3>The Final Verdict<\/h3>\n<p>Vertical Videos have a <b>huge advantage<\/b> in Social Media especially when it comes <b>Facebook Ads<\/b>. The Vertical Video in our case study performed <b>much better<\/b> than its horizontal counterpart in terms of reach, engagement and even video completion rates.<\/p>\n<p>If you are scouting around for the best way to track your Facebook ad conversion, we recommend you to give a try for LOCALiQ&#8217;s\u00a0<a href=\"https:\/\/localiq.com\/website-grader\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/localiq.com\/website-grader\/&amp;source=gmail&amp;ust=1647081322978000&amp;usg=AOvVaw0-ekdc3YzD_CQIMTWAHGo7\">website grader<\/a>.<\/p>\n<div class=\"img-center\"><img decoding=\"async\" style=\"width: 75%;\" src=\"https:\/\/www.animaker.com\/blog\/wp-content\/uploads\/2017\/05\/Vertical-Video-vs-Horizontal-Video-Case-Study.png\" alt=\"Vertical Video vs Horizontal Video (Case Study)\" \/><\/div>\n<p>The icing on the cake is the fact that vertical videos give you much <b>more value<\/b> for money. As a startup, especially during the early days, we&#8217;ve always looked for ways to <b>make the most<\/b> of our money. You can save <b>thousands of dollars<\/b> just by optimizing your video for mobile!<\/p>\n<div class=\"seperate\"><\/div>\n<p>Did you find the insights <b>interesting<\/b>? Share it with your Social Media team to <b>make the best<\/b> out of the <b>vertical video era!<\/b><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>As you might have noticed, we recently launched the World\u2019s first and exclusive Vertical Video Maker. This feature was introduced after understanding the needs of thousands of our business users and the hurdles they faced when it came to making videos for Social Media pages. Facebook especially has been a big challenge for marketers to [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":13,"featured_media":4752,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[103,174,106,6],"tags":[217,218,187],"table_tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Vertical Video Vs Horizontal Video: A Facebook Ads Case Study!<\/title>\n<meta name=\"description\" content=\"A vertical video and horizontal video with same content were used for a Facebook AD campaign. Equal budgets were allotted. The results were astounding!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.animaker.com\/blog\/vertical-video-facebook-ads-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vertical Video Vs Horizontal Video: A Facebook Ads Case Study!\" \/>\n<meta property=\"og:description\" content=\"A vertical video and horizontal video with same content were used for a Facebook AD campaign. Equal budgets were allotted. The results were astounding!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.animaker.com\/blog\/vertical-video-facebook-ads-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"Video Making and Marketing Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/theanimaker\" \/>\n<meta property=\"article:published_time\" content=\"2017-05-11T18:20:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-20T10:54:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.animaker.com\/blog\/wp-content\/uploads\/2017\/05\/Case-Study-1170x500.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1170\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Keerthi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TheAnimaker\" \/>\n<meta name=\"twitter:site\" content=\"@TheAnimaker\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Keerthi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.animaker.com\/blog\/vertical-video-facebook-ads-case-study\/\",\"url\":\"https:\/\/www.animaker.com\/blog\/vertical-video-facebook-ads-case-study\/\",\"name\":\"Vertical Video Vs Horizontal Video: A Facebook Ads Case Study!\",\"isPartOf\":{\"@id\":\"https:\/\/www.animaker.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.animaker.com\/blog\/vertical-video-facebook-ads-case-study\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.animaker.com\/blog\/vertical-video-facebook-ads-case-study\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.animaker.com\/blog\/wp-content\/uploads\/2017\/05\/Case-Study-1170x500.jpg\",\"datePublished\":\"2017-05-11T18:20:23+00:00\",\"dateModified\":\"2025-02-20T10:54:13+00:00\",\"author\":{\"@id\":\"https:\/\/www.animaker.com\/blog\/#\/schema\/person\/888553841e0ee556a36231ea1875a708\"},\"description\":\"A vertical video and horizontal video with same content were used for a Facebook AD campaign. 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