Creación de videos en formato Vertical y su impacto como nueva tendencia del marketing digital, aplicado a productos y servicios de la Empresa Lensun

Abstract

Vertical videos generate a higher attention rate than horizontal videos on mobile devices. Users are more willing to engage with videos in vertical format because they can view them more comfortably and naturally on their mobile devices. The vertical format also presents unique marketing opportunities for companies and brands looking to reach consumers. By creating video content in vertical format, businesses can reach a broader audience and increase their engagement with consumers online. That is why the research aims to create a video in Vertical format and its impact as a new trend in digital marketing, applied to products and services of the Lensun Company, for this an exploratory research was carried out using a mixed theoretical methodology - practice. A bibliographic review was carried out to collect information on video consumption on mobile devices, the vertical format and its relationship with digital marketing. For which it was concluded that the main contribution of this thesis to the audiovisual world lies in the validation and exhaustive analysis of the vertical format as an effective tool in the digital marketing strategy. This work not only supports the use of the vertical format, but also provides a detailed methodology for its implementation in advertising campaigns. The results obtained during the Lensun campaign show a significant increase in the visibility and engagement of the brand, demonstrating that the vertical format can be a preferred option in the design of audiovisual content for mobile devices.