Vertical-First: Why your next Dublin ad campaign should be shot specifically for Reels and TikTok.
I have spent the last decade behind a camera, and for about eight of those years, if you told me to shoot something vertically, I probably would have laughed. Back then, we viewed vertical video as the "amateur" way to film. It was what happened when someone forgot to turn their phone sideways at a concert.
But it is 2026, and the world has turned ninety degrees.
If you are a business owner in Dublin or an SME in Kildare trying to reach your customers, you cannot afford to treat vertical video as an afterthought. It is no longer about taking a beautiful horizontal commercial and "cropping it" for Instagram. In 2026, your audience is on their phones, and they are not turning them sideways.
The Mobile-First Reality
We are "glued to our phones" more than ever here in Ireland. Recent data shows that smartphone users hold their devices vertically 94% of the time. When you serve someone a horizontal video on a vertical screen, you are essentially asking them to do "work" by rotating their phone or squinting at a tiny image.
In a world where you have exactly two or three seconds to grab attention before someone scrolls, that extra bit of friction is a campaign killer. Vertical video fills the entire screen, removes distractions, and makes your story feel like it was made specifically for the person holding the phone.
Why Shooting "Specifically" Matters
I often see brands make the mistake of trying to make one video fit everywhere. They film a wide, cinematic landscape and then try to "squeeze" it into a 9:16 frame for TikTok. The result? You lose the edges, the composition feels cramped, and the quality takes a hit.
When we talk about "Vertical-First" at Scéal Video, we mean planning the shoot with that portrait frame in mind.
Composition: We frame the action in the centre of the lens.
Eye Contact: We ensure the subject is engaging directly with the viewer in a way that feels intimate and personal.
Safe Zones: We plan for where the "Like" buttons and captions will sit on the screen so they do not cover your product or your face.
Authenticity is the New Currency
Irish consumers are savvy. They can spot a "salesy" corporate ad from a mile away and they are quick to scroll past anything that feels too staged.
The beauty of the vertical format is that it feels "real". It mimics the way we share stories with our friends. Whether it is a behind-the-scenes look at your shop in Dublin or a quick tip from your founder, that raw, unpolished feel often builds more trust than a glossy million-euro production.
One Shoot, Many Stories
One of my favourite things about this approach is the "Content Pyramid". When we go out for a day of filming, we are not just making one ad. By shooting vertical-first, we can create a "Hero" story for your website and then break that down into five or six punchy clips for Reels, TikTok, and YouTube Shorts.
It is the most efficient way to keep your brand visible without needing to be on a film set every single week.
Frequently Asked Questions
1. Is vertical video only for younger audiences like Gen Z?
Not anymore. While younger users led the trend, professionals and B2B buyers now consume a massive amount of content on mobile-first platforms like LinkedIn. If your customers use smartphones, they are part of the vertical audience.
2. Can I still use my horizontal footage for social media?
You can, but it is not ideal. Horizontal video on a vertical feed leaves "black bars" at the top and bottom, which looks dated and reduces your screen real estate. It is much better to plan your shots vertically from the start.
3. Does vertical video have to be low quality?
Absolutely not. We use the same cinema-grade Blackmagic cameras and professional lighting for our vertical shoots as we do for broadcast television. The format is different, but the production value should still signal authority.
4. How long should a vertical video be for the best engagement?
For Reels and TikTok, the sweet spot is usually between 15 and 60 seconds. You want to deliver your most important value or "hook" in the first three seconds to ensure people do not scroll past.
Would you like me to draft a specific "Content Pyramid" plan for your next project to see how we can turn one shoot into months of vertical content?
