Vertical Video Revolution Has Arrived

This is The Stepback, a weekly newsletter diving into a key story from the tech landscape. For insights on vertical video trends, keep an eye on the latest updates. The Stepback lands in subscribers’ inboxes every Sunday at 8 AM ET.

How it started
In the early days, each social media platform carved out its own niche. YouTube was the go-to for TV and movie clips, Instagram focused on photos, Netflix aimed to be the on-demand HBO, Facebook connected friends, Twitter delivered news, and Snapchat served as a messaging app.

Despite their differences, these platforms shared a common thread: they evolved alongside smartphones. As billions of new users came online, they began creating content tailored for the tall, narrow screens they held. Selfies emerged as a vertical art form, filling screens better and being easier to capture. While some resisted vertical video, arguing that our eyes are trained to scan horizontally, the dominance of smartphones led to a shift in how we consume content.

Snapchat was the first to recognize this trend, launching Stories in late 2013 as a casual way to share daily moments. CEO Evan Spiegel described it as a “totally new way to share your day with friends — or everyone.” The feature quickly gained traction, becoming Snapchat’s most popular aspect by mid-2014. This caught the attention of other platforms, leading to Instagram adopting a similar feature in 2016, with its then-CEO acknowledging Snapchat’s innovation. Stories soon spread to LinkedIn, Tinder, Medium, and beyond.

While Stories initially included various formats, video quickly became the dominant choice as technology improved. Video stories were perfectly suited for endless scrolling and seamlessly integrated ads. Shortly after Instagram introduced Stories, Facebook began inserting ads into the mix, making them feel less intrusive amidst the casual content. Video ads, taking up the entire screen, proved to be more lucrative for social platforms.

Despite the brief but impactful existence of Vine, it was TikTok’s rise that truly transformed the landscape. Launched in the US in 2018, TikTok combined the vertical-first approach of Stories with the permanence of YouTube, making video creation easier than ever. With filters, trends, and music access, TikTok encouraged users to create and share content effortlessly.

The platform’s algorithm-driven For You page allowed creators to focus less on curating their profiles and more on producing content, leading to rapid growth and high engagement. TikTok users spent significantly more time on the app compared to Instagram, despite the latter having a larger user base.

As TikTok became a sensation, other platforms jumped on the vertical video trend. Instagram introduced Reels in 2020, followed by YouTube’s Shorts a year later. By late 2021, Twitter had attempted a similar feature called Fleets, which was short-lived. This full-screen, vertical video format became a staple of smartphone usage, with platforms shifting their focus from friend-based content to algorithm-driven recommendations.

How it’s going
Short-form, vertical video has effectively dominated the internet. Business is thriving, and viewers are more engaged than ever. Meta reported that Instagram users spent over half their time on Reels in 2024, with projections indicating it could generate $50 billion annually across its platforms. According to research, around 63% of young adults and teens are on TikTok, with one in five teens using the app “almost constantly.” YouTube also reported 200 billion daily views of Shorts by the end of 2025, noting that Shorts generated more revenue per watch hour than traditional videos.

The last few years have seen a rapid standardization across social media, with platforms mimicking each other’s features at an astonishing pace. Shorts and Reels adopted TikTok’s design and functionality, prioritizing content over connections. TikTok’s push into shopping prompted similar moves from Reels and Shorts, while YouTube expanded into TV, leading TikTok and Instagram to develop their own TV apps. Video lengths increased to accommodate more ads, and livestreaming became a trend. Platforms have continuously borrowed ideas from one another, from user-controlled algorithms to minor features like Clear Mode.

As social platforms evolve, they face competition from various companies that want a piece of the action. Spotify ventured into video, creating a vertical-scrolling feed, while Disney launched TikTok-like apps for ESPN and Disney Plus. Netflix, Prime Video, and Paramount Plus also introduced their own short-form video features.

The ongoing surge in short-form vertical video can be attributed to two main factors: viewer engagement and advertising potential. The endlessly scrolling video feed has proven to be one of the most captivating forms of entertainment, leading to a fierce competition for attention. In 2024, Meta’s decision to switch to a vertical-first video layout across all platforms marked a significant turning point.

As these platforms capture more of our time, short-form video has become a key advertising medium, with advertisers increasingly comfortable creating ads designed for seamless integration into video feeds. With many companies leveraging AI for ad targeting, the creative process has become streamlined. The synergy between AI and vertical video has created a self-reinforcing cycle: as vertical video gains traction, it becomes easier for others to adopt, perpetuating its dominance.

What happens next
For those who dislike vertical video, brace yourselves: the trend is likely to intensify. TikTok, YouTube, and Instagram are expected to continue leaning into short-form, vertical content, as these videos are simpler to produce and fit seamlessly into scrolling feeds. Video services have shifted from requiring users to select and play content to automatically serving ads as soon as the app is opened. Facebook is even testing a version of its app that defaults to a full-screen video feed, potentially eliminating traditional features in favor of Reels. Users have been conditioned to expect fast-paced, instant-gratification entertainment, making even full-length movies feel like a chore.

Meanwhile, streaming services are exploring advertising as a growth strategy after years of price increases. While they once relied on linear TV for ad revenue, the unique nature of TikTok ads doesn’t translate to platforms like Netflix, prompting the latter to create a TikTok-like experience. A recent report highlighted that short-form video is the most utilized and successful marketing content format, with marketers planning to invest heavily in it this year.

However, there are signs of a potential shift. Frustrated with algorithm-driven content, some users are calling for a return to friend-based interactions on social media. Additionally, a growing number of young people are choosing to disconnect from their devices, resist AI encroachment, and seek alternative forms of entertainment. Movie theaters are experiencing a resurgence, and even a new flip phone has generated excitement. While vertical video remains dominant, a cultural revolution could be on the horizon.

By the way
* To understand TikTok, Instagram, and Snapchat, think of them as a blend of a streaming service and an inbox. Studies show that watching videos is the most popular activity, followed closely by sending videos to others, while actual posting ranks much lower. (YouTube is also trying to promote direct messaging features.)
* If you’re skeptical about the dominance of these platforms, it might be time to reconsider your perspective. While YouTube and Facebook span various demographics, TikTok, Snapchat, and Instagram have become ubiquitous among younger audiences.
* Keep in mind that view counts can be misleading. Platforms often have incentives to present themselves as vibrant and popular, leading to the creation of new metrics to support that narrative.