Case file: reframing square to full vertical

Case file: reframing square to full vertical

A campaign was running 1:1 square video in feeds that supported full-screen 9:16. They re-exported, no new shooting.

— Square version: 24% hold to three seconds.
— Full vertical, same footage recropped: 38% hold, cost per click down 19%.

Why it works: full-screen vertical eats the entire phone, so there's no competing content in the viewport edges to scroll toward. Square leaves caption and next-post peeking, inviting the swipe. The format itself is buying attention. File under: aspect ratio is a performance lever, not a packaging detail — fill the screen and the screen stops competing with you.