In the fast-paced world of business, adaptability and keeping up with trends are more crucial than ever. One key direction gaining significance in 2023 is horizontal content. This business promotion trend represents more than just a new marketing method—it’s a fundamental shift in how companies engage with customers and build their brand.

Horizontal content is becoming increasingly vital for success. In this article, Business Site will explore what this trend entails, the benefits it offers to businesses, and steps to effectively utilize horizontal content in 2023. Let’s start by understanding what horizontal content is and why it deserves attention.

What Is Horizontal Content

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Horizontal content is an approach to creating and distributing content that focuses on maximum reach and engagement across diverse audiences, without limiting to specific segments or niches. It differs from the traditional vertical approach, which targets a narrow audience.

The essence of horizontal content lies in creating materials with a universal or multifunctional nature, appealing to various user groups. This content can include informative articles, videos, infographics, interactive resources, and other formats suitable for a broad range of interests.

The stability of trends in the marketing industry is hard to define. Nevertheless, horizontal content continues to gain momentum, being increasingly utilized in marketing campaigns and activities. But what makes it special? What advantages and opportunities can horizontal content offer your business?

Horizontal Content: Benefits for Business in 2023

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No trend lasts long without effectiveness. This axiom holds true for horizontal content. Despite the simplicity of the idea, this content format delivers results in terms of traffic growth and increased conversion rates. But how does it work?

Creating Advertisement Videos

When planning to use videos in your advertising campaign, it’s crucial to consider the video ad requirements, which depend on the platform where you intend to place the content. However, there are general principles to follow when creating advertising videos.

For example, if you plan to place videos in the Facebook feed, adhere to the following recommendations:

  • Aspect ratio: The optimal aspect ratio for video ads ranges from 9:16 to 16:9, corresponding to resolutions like 1920 x 1080 pixels.
  • File size: Video file size should not exceed 4 GB.
  • Video duration: The minimum video duration should be at least 1 second.

Similar size and time restrictions also apply to other social platforms, such as LinkedIn, where the maximum quality resolution is 1920 x 1080 pixels.

Additionally, remember the important rule: if more than 20% of the video thumbnail area is occupied by text, it may affect the view count of your ad.

Social Media Posting

Social media posting is a key tool for brand promotion and audience engagement. In this context, horizontal videos provide additional opportunities for effective communication with your target audience.

While square videos are a more familiar format for social media feeds, horizontal videos can also grab attention and emphasize your uniqueness. They create cinematic scenes, making them noticeable among other content.

Horizontal videos are ideal for various purposes, from announcing new products and services to reacting to current events in the world. This format allows your brand to stand out and draw attention to important moments in your company’s life.

Don’t forget to conduct testing and analyze audience reactions to determine which videos work best for your brand. Horizontal videos can be a powerful tool for strengthening your online presence and increasing audience engagement on social media.

Video Covers for Your Landing Page

Creating video covers for landing pages is a crucial strategy to capture visitors’ attention from the start. In the modern digital world, where visual elements play a key role, video covers become a powerful tool. They allow you not only to showcase your product or service but also to immediately spark interest and capture the audience’s attention.

Using video covers, you can approach the demonstration of your product or idea from different perspectives. You can present it in detail, emphasize its key features and advantages. Alternatively, you can create a hypnotic video with repeating movements and elements that will attract attention and be memorable.

The process of creating video covers can be simplified using available tools that allow video editing to match the design of your landing page. You can start by choosing a suitable template or creating a unique design that best highlights the key elements of your product or ideas.

After editing the video, upload it to a popular platform like YouTube and obtain the link in MP4 format. This will enable you to easily embed the video into your website or landing page editor. By doing so, you integrate video covers directly into your online presence, effectively conveying your message to the audience and creating a vibrant first impression.

Valuable Marketing Content

Creating explanatory videos on your website in 2023 is becoming an increasingly important element of marketing and user interaction. Statistics show that nearly 87% of users are highly interested in brand-provided video content. Among this audience, almost half are specifically looking for videos that not only inform but also educate.

Short videos ranging from 20 to 40 seconds are ideal for showcasing how your product looks, how to open it, or how to use it. These video materials can be a valuable asset on your website, especially if it’s an online store or a landing page. The main goal of such videos is to visually emphasize that your product is not only high-quality and aesthetic but also very easy to use.

To achieve this goal, it is recommended to create not just one long tutorial video but a series of short videos, each demonstrating a specific aspect of product usage. These step-by-step video instructions, each lasting about 10 seconds, allow your users to easily and quickly grasp the functionality of your product, saving their time in exploring its features.

Horizontal Content in Your Blog

Using horizontal animated videos in your blog can breathe new life into your articles and make them more engaging for readers. This format allows you to add dynamics to the content, making it less static and more appealing. For example, you can create animated illustrations that help visualize key points in your article.

To insert horizontal animated videos into your article, it is important to have files in MP4 format. If the platform where you post the article does not support direct video embedding, you can create a GIF version of the video using online tools. Then, insert the obtained GIF animation into the article like a regular image.

Horizontal animated videos can be used in articles for various purposes. You can create explanatory videos, illustrating complex concepts or processes. They can also be useful for visualizing infographics, highlighting key quotes, formulas, or statistical data. Adding animation helps make your content more interactive and attractive to your audience, enriching articles with visual elements.

Horizontal content is not just a way to attract an audience; it’s a new method of brand building and business development that covers a wide range of interests and needs. Its successful implementation requires strategy, careful analytics, and a focus on creating valuable content capable of satisfying various aspects of audience expectations and demands.

How to Create Effective Horizontal Content

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The popularity of horizontal content is associated with numerous factors, some of which we discussed earlier. Another noteworthy factor is the “pattern break.” In the era of social media, where the absolute majority of photos and video content are formatted with a 1:1 or 9:16 aspect ratio, horizontal content attracts attention. It’s the non-conformity of this format that captures potential customers’ attention, but that’s not enough for conversion; value and thoroughness are also required.

Speaking of how quality horizontal content is created for marketing campaigns, it’s worth mentioning the following aspects –

Audience Research

Audience research is the first and crucial step in creating quality horizontal content. This involves analyzing the interests, needs, and characteristics of your target audience, allowing you to accurately determine what will be most relevant and valuable to your potential clients.

Thoroughly study the needs, interests, problems, and values of your customers. This will help determine which topics and content formats will be most relevant to different segments of your audience.

Detailed audience research helps create content that satisfies various interests and needs, attracting a broader audience and increasing the effectiveness of marketing efforts.

Content Strategy Formation

Creating quality horizontal content starts with a clear strategy. Define your goals and assess what result you want to achieve with the content. For this, you’ll need to:

  1. Set Goals
    Define the goals you want to achieve with horizontal content. This could be increasing brand awareness, lead generation, promoting specific products, or something else.
  2. Choose Formats
    Explore various content formats such as articles, videos, webinars, infographics, podcasts, and others. Determine which ones are best suited to achieve your goals and audience.
  3. Develop a Content Plan
    Create a content plan covering different topics, formats, and distribution channels. Maintain a balance between diversity and uniformity to keep the audience interested.

Don’t forget to adapt your strategy to changing trends and the needs of your audience, so that your horizontal content always remains relevant and appealing.

Creating Unique and Valuable Content

Creating unique and valuable content is a key element of a successful horizontal marketing strategy. Your content should not only be unique but also provide real value to your audience. Achieving this result can be done by focusing on:

  1. Selecting Key Topics
    Use data about your audience and current trends to determine what to write or create content about. Explore competitors and find out which topics are in high demand.
  2. Providing Value
    Horizontal content should provide valuable information or entertaining content that will be interesting to as many users as possible. Determine what problems your content can solve or what information it can provide.
  3. Quality and Authorship
    Pay attention to the quality of your content. This includes both the quality of the text (or video, audio) and professional design, if applicable. It’s also important to specify the source and authorship of the content to build trust.

By focusing on these aspects, you can ensure that your content attracts and retains the attention of a broad audience and serves the goals of your marketing campaign.

Content Promotion

Promoting horizontal content plays a key role in its successful implementation. To achieve desired results, we recommend focusing on:

  1. Use Social Media
    Build a promotion strategy through social media to reach a maximum audience. Consider which networks are most popular among your audience.
  2. Email and Newsletters
    Include horizontal content in your email newsletters and email marketing. Maintain regular updates and analyze metrics such as open and click rates.
  3. Collaboration with Partners
    Consider collaborating with other brands or influencers to jointly create and distribute content.

Effective promotion will help your content reach the maximum number of users and achieve the goals of your marketing campaign.

Analysis and Optimization

After creating and promoting horizontal content, it’s important to constantly monitor its effectiveness. Analyze key success metrics, such as conversions, audience dwell time, and content engagement. The following will help you with this:

  1. Success Metrics
    Define key success metrics for your marketing campaign with horizontal content. This may include the number of views, conversions, time spent on the page, and other indicators.
  2. Regular Analysis
    Continuously monitor and analyze the effectiveness of your content. Study which materials receive the most engagement and why, and adjust your strategy based on data.

Regular analysis and optimization will help your marketing campaign with horizontal content remain always relevant and effective.

Summing Up

Creating quality horizontal content for marketing campaigns is a process that requires time and effort, but with the right approach, it can significantly improve your results and help you reach a broader audience. The main principle is to create valuable and diverse content that will be interesting to different user groups, without limiting yourself to a narrow niche.

If you see horizontal content as a tool for promotion on social media, Business Site is ready to offer you support. We provide social media promotion services for all niches, regardless of their complexity. We are also ready to create an optimized website for you, through which you can increase conversions in your business. If you aspire to more and want to get the best results from marketing activities, leave a request on our website, and we will help you reach the top.