In recent years, vertical video has become the preferred format for many digital platforms, thanks to the rise of smartphones and social media apps like Instagram, TikTok and Snapchat. The vertical format is a natural fit for mobile devices, providing a more immersive and engaging viewing experience. However, producing content that resonates with audiences can be challenging especially when trying to connect with global, regional or local markets. The key to success lies in mastering vertical video conversion for different audiences and tailoring your content to meet their specific needs and preferences.
In this blog, we’ll explore the benefits of vertical video, the nuances of reaching global, regional and local audiences and how to master vertical video conversion to boost engagement, brand awareness and conversions.
The Rise of Vertical Video
Vertical video has gained significant traction due to the growing dominance of mobile devices. According to studies, people now spend more time on mobile devices than ever before and mobile-first platforms such as TikTok and Instagram have revolutionized the way people consume video content.
The vertical video format fits naturally into the mobile device experience, allowing users to easily view and engage with videos without having to rotate their devices. This preference for vertical video is not just a passing trend but a reflection of how people interact with technology and media. As a result, businesses and content creators are increasingly prioritizing vertical video in their marketing strategies.
Whether you’re producing social media content, advertisements or educational videos, adapting to this format is no longer optional. However, it’s essential to recognize that creating vertical videos that resonate with different audience segments—global, regional and local—requires careful consideration.
Creating Vertical Videos for Global Audiences
Producing content for worldwide audiences is their biggest challenge as it involves having to balance things that appeal globally with the multi-diverse options of preferences, languages and cultures of their audience. With global audiences who can be enormously different with respect to cultural contexts, language use, and forms of media being consumed, then your vertical video must be highly adaptable.
Some advice for conquering vertical video conversion for an international audience:
Focus on Universal Themes: Global audiences often respond well to universal themes such as empowerment, connection, and humour. Craft your videos around concepts that resonate with viewers from different cultural backgrounds. Avoid heavy reliance on local slang or references that may not translate well across borders.
Multilingual Subtitles and Dubbing: Language is a significant barrier when engaging a global audience. Adding multilingual subtitles or even dubbing your vertical video can ensure your message reaches a broader audience. Platforms like YouTube and Instagram allow you to add subtitles easily, making it easier to localize content.
Optimizing for Different Platforms: Different social media platforms cater to different global demographis and each platform has its unique features. For example, Instagram Stories and TikTok are heavily focused on short, engaging videos while YouTube offers a slightly more relaxed approach to video length and content. Tailor your vertical videos to each platform, considering factors like length, style and tone.
Global Influencers and Collaborations: Collaborating with global influencers can amplify the reach of your vertical videos. Influencers already have established trust with their audiences, and their endorsement can help your video gain traction in various regions.
By considering the individual tastes of international viewers and making your vertical videos compatible with different platforms and languages, you can produce content that will engage audiences worldwide.
Regional Customization for Vertical Video
Whereas international content must be universal and comprehensive, regional content must be more deeply customized to suit particular cultural, linguistic and geographic tastes. For instance, a video that is successful in the United States may not be as effective in Southeast Asia or Europe.
These are some of the means to customize your vertical videos for local audiences:
Localized Messaging: Regional audiences often appreciate content that speaks to their specific needs, values and lifestyles. Localized messaging includes adjusting language, idiomatic expressions and cultural references to ensure the video resonates with the target region. For example, a video aimed at an Indian audience might include Bollywood references, while one aimed at a German audience may lean toward precision and efficiency—values that are appreciated in German culture.
Regional Influencer Partnerships: Regional influencers are invaluable when trying to make a significant impact in a particular area. Influencers can provide insights into the preferences and trends of local audiences ensuring that your vertical videos align with the interests and expectations of viewers in that region.
Cultural Sensitivity: Regional audiences are susceptible to cultural nuances, so it’s important to avoid stereotypes or misrepresentations. Pay attention to colours, symbols and visual elements that may carry different meanings in different regions. For instance, colours like red may symbolize good fortune in some cultures, while they might signify danger or warning in others.
Customized Offers or Products: For regional video content, you can also tailor your product offerings or services to reflect local demands and needs. A video for a specific region can highlight the features, benefits or promotions that are most relevant to that audience, making your content feel more personalized and relatable.
Regional customization makes your vertical video resonate with the audience in particular geographies, increasing viewership and brand affinity by making the content more relevant and personalized to the viewer’s experience.
Targeting Local Audiences with Vertical Video
While regional content broadens your reach, local content targets a more specific demographic within a particular city or country. Local audiences are likely to be more engaged with content that speaks directly to their community and culture, so it’s essential to fine-tune your vertical videos for this level of specificity.
This is how you can get proficient at local audience vertical video conversion:
Hyperlocal Content: Hyperlocal content refers to videos that cater to a specific geographic area such as a neighbourhood city. By incorporating local landmarks, events and cultural references, you can create content that resonates deeply with viewers in that area. For example, a vertical video targeting viewers in Dubai might showcase local attractions, restaurants or festivals.
Community-Focused Messaging: Local audiences are more likely to engage with content that speaks to their specific community values. Consider featuring local businesses, events or social issues in your videos to demonstrate your brand’s connection to the area. This will help foster a sense of community and strengthen your relationship with local viewers.
Localized Calls to Action (CTA): When targeting local audiences, your call to action (CTA) should reflect the local context. For example, encouraging local viewers to attend an event, visit a nearby store or take advantage of a location-based offer can increase conversions and drive traffic.
Leverage Local Events and Trends: Local events, holidays, and trends often significantly impact the type of content that performs well. Aligning your vertical videos with local events (such as sports games, festivals or holidays) allows you to tap into a shared sense of excitement or importance.
By creating hyperlocal and community-focused vertical videos, you can forge stronger connections with local audiences and establish your brand as a trusted member of the community.
Optimizing Vertical Video for All Audiences
No matter which audience you are targeting—global, regional or local—certain best practices apply to all vertical video content:
Keep It Short and Engaging: Vertical video is typically consumed quickly, especially on platforms like TikTok and Instagram Stories. Aim to deliver your message within the first few seconds as viewers tend to scroll fast. Keep your videos concise, engaging and to the point.
Visually Captivating: Since vertical videos are often viewed on smaller screens, make sure the visuals are clear, vibrant and attention-grabbing. Use standout colors, graphics, and text and ensure that your video’s quality is high, even on mobile devices.
Test and Analyze: Once your videos are live, track performance metrics such as engagement, reach, and conversions. Analyze which content performs best with different audiences and adapt your approach accordingly. A/B testing different styles, lengths and messaging will help you fine-tune your strategy for maximum impact.
Conclusion
Converting to vertical video for global, regional, and local audiences is an essential business skill for companies seeking to succeed in the digital economy. By optimizing your content to address the particular requirements of each audience, you can maximize engagement, develop brand loyalty and generate conversions. Whether your audience is global or local vertical video presents unlimited possibilities for engaging with them in compelling and effective ways.
