Mini : The blackmirror in your pocket is great for ads
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Last week I was doom-scrolling and found an Instagram story that instructed me to turn my phone around before watching. It was weird. Who uses their phone horizontally? I didn’t think much of it, but while “watching” the video I realized it had been a while since I used my phone like this.
When was the last time you turned your phone horizontally to watch a video?
It may not be so odd for you if you use Youtube regularly. But if you consume social media content beyond YT (TikTok, Reels, etc.), it’s likely vertical videos are your main video format.
So what? Why should you care as a marketer?
Because vertical ads work.
Vertical is the new black.
When it comes to performance marketing, this habit of consuming vertical videos is not just another format. It is THE format that has the best results across all clients and all platforms.
While doing comparative analysis of our vertical vs square creatives on LinkedIn for some of our clients we found some insightful results:
On average, CTR went up by 47.83% with vertical Ads 🡇
On average, CPC decreased by 23.16% 🡇
And, on average, CPL dropped 21.19% ⬇️
In other words, the vertical format is great because:
It grabs attention more effectively.
People are more willing to explore products and click to find more information.
It's less expensive than square.
For one of our clients, it was actually 46% less expensive to acquire a lead via vertical than with square formats.
Is this an absolute new rule for marketing? No. But, if you're doing ads in B2B SaaS and not trying vertical formats, you might be missing a great opportunity.
Your audience might not be sitting on their work computer trying to find the next SaaS to solve their pain points. They might be just waking up, walking their dog, waiting for the waiter to bring their food, or even sitting in the toilet. The only thing these scenarios have in common is the blackmirror in their pocket. You might as well use that to your advantage.
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Would you like to learn more about what we do to leverage vertical formats? Please sign up for our office hours. Our CEO, Kamil Rextin, will share some of our frameworks in the following weeks.
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