The Vertical Video Takeover: How Short-Form Clips Conquered the Internet

The rise of vertical video has been gradual but relentless. It began with Snapchat's Stories in 2013 — temporary vertical clips that let users share their day. The idea quickly spread: Instagram launched its own Stories in 2016, followed by LinkedIn, Tinder, and many others.

But the real breakthrough came with TikTok, which entered the US market in 2018. TikTok combined the vertical format with permanent content, offering filters, music, and trends that made video creation easier. Its algorithm showed users content rather than just friend updates, encouraging creators to publish more and more.

Today, short-form vertical video has taken over almost every major platform. Instagram Reels and YouTube Shorts have become core features. Meta reported that Instagram users spend over half their time watching Reels, while YouTube Shorts hit 200 billion daily views by the end of 2025.

Two main factors drive this dominance: the time users spend on platforms and advertising revenue. Endless scrolling is one of the most engaging forms of entertainment, and platforms use it to show more ads. AI helps target those ads, making the format even more attractive.

In the future, vertical video will become even more pervasive. Facebook is testing a version that opens directly into a full-screen video feed. Streaming services like Netflix and Disney are also building their own vertical video sections, hoping to attract viewers and advertisers.

However, there are signs of pushback. Some users are tired of algorithms and seek more meaningful connections — they want to see content from friends again. Younger generations are also looking for alternatives: spending less time on screens and even buying „dumb“ phones. While vertical video currently reigns supreme, a cultural revolution might be brewing.