How to use vertical video social media platforms to market your film

Whenever someone asks whether they should use vertical video platforms like TikTok, Reels, or Shorts to market their film, my instinctive reaction is always the same: it's a non-negotiable yes. It's as essential now as having an email address. This is where attention lives, with millions of people scrolling every day. If the goal is discovery, you need to be where people actually look, and today that's vertical video.

That belief comes from years of watching social media drive awareness for films long before TikTok even existed. Back in the early days we leaned heavily on Facebook and Twitter, and even then it was obvious how powerful social media was for marketing both short films and features. The evolution to vertical video has only made it more effective.

Vertical video platforms like TikTok, Instagram Reels, YouTube Shorts and Snapchat are now some of the most powerful tools to build awareness and demand for your film, especially with mobile‑first audiences. Used strategically, they can turn behind‑the‑scenes moments and smartly edited clips into sustained hype that supports festival runs, sales, and streaming launches.

Why vertical video matters

Most people now consume video on phones held vertically, so 9:16 content fills the screen, grabs attention faster and often outperforms other formats in engagement and watch time. Platforms are directly rewarding this behaviour: TikTok, Reels and YouTube Shorts all prioritise short, vertical clips in feeds and recommendations, making it easier for new viewers to discover your film even if they do not follow you yet.

TikTok in particular changed the game. Its algorithm doesn't care about follower counts; it cares about good content. It tests your video with a few hundred people, then a few thousand, and if it resonates, it skyrockets. For a filmmaker with zero followers launching a new project, there's no better playground. If your content is strong, the platform rewards you.

For independent filmmakers, short‑form vertical platforms are especially attractive because they are accessible, low‑cost and can reach global audiences without traditional marketing budgets. Filmmakers like Louisa Connolly-Burnham (Sister Wives) demonstrate this well, building real audiences and communities around their films by showing up consistently. Research on film and entertainment marketing on TikTok also shows that well‑timed, trend‑aware content can generate both viral visibility and deeper audience engagement for films.

Get the fundamentals right

Before posting, set up a consistent visual and technical foundation for your film across platforms. Aim for a 9:16 aspect ratio (1080×1920 pixels) as your default, since this is the standard vertical format for TikTok, Reels, Shorts and Stories. Shoot natively in vertical where possible, or re‑frame from 16:9 in post using safe areas so key action, faces and titles sit in the central portion of the frame.

Optimise the basics of video quality and accessibility so your content feels professional without losing authenticity. Use strong, even lighting and clean audio, keep most posts under 60 seconds, and always add on‑screen captions, since many viewers watch without sound. Brand your verticals with consistent fonts, colours and a logo or title card so viewers can immediately recognise that a clip belongs to your film when it appears in their feeds.

Platforms and their strengths

Different vertical platforms have different strengths for film marketing, so treat them as a networked ecosystem rather than identical channels. A simple approach that works for many indie projects is:

• TikTok for discovery, trends and fan culture (memes, sounds, playful edits).

• Instagram Reels for more polished, aesthetic storytelling and community building via your grid and Stories.

• YouTube Shorts for tapping into YouTube's search and recommendation engine and funnelling viewers to full trailers or BTS videos.

• Snapchat/Stories for time‑sensitive moments and location‑based content, especially around festivals and premieres.

Here is a quick overview of the main vertical video platforms and how they can support your film:

Platform Typical length / format Best use for your film TikTok Up to 10 minutes, with most engagement under 60s. Trends, character bits, sounds, and viral "moments". Instagram Reels Up to 90 seconds; integrated with grid and Stories. Polished clips, cast content, and visual branding. YouTube Shorts Up to 60 seconds in 9:16. Driving viewers to your main YouTube trailers/BTS. Snapchat/Stories Short, ephemeral 9:16 clips. Real‑time festival, set or event coverage.

Content ideas for film marketing

Think of vertical video as its own narrative layer for your film rather than simply cropping your trailer. Plan a mix of content buckets that you can rotate through the lifecycle of the project:

• Teaser moments: 5–20 second clips of visually striking or emotionally charged shots with minimal text and a strong hook in the first 1–2 seconds.

• Character and cast: in‑character snippets, quick "meet X" intros, reactions, and Q&A clips that let viewers bond with your leads.

• Behind the scenes: setup changes, crew problem‑solving, location reveals, prop builds and mini production diaries that celebrate the process.

• Director's voice: short talking‑head clips explaining theme, tone, or inspiration in an authentic, conversational style.

• UGC and trends: encourage fans to duet, stitch, lip‑sync or recreate scenes using a consistent hashtag and a specific sound, leveraging TikTok's viral mechanics.

• Release‑driven posts: countdowns to festivals, premieres, VOD/streamer launches, along with reactions, reviews and audience testimonials.

Here's something I've noticed over and over again in real life: almost every successful filmmaker I've ever had dinner or drinks with is a fantastic storyteller. They have captivating anecdotes, they can hold a room, they know how to structure a moment. That's not separate from filmmaking, that is filmmaking. The creators with millions of followers aren't necessarily the prettiest, the most polished, or the most extroverted; they're the best storytellers. It's why talking-head videos work so well. Vertical video is just another tool to practice and sharpen that skill. If you embrace it, you not only market your film more effectively, you train the same storytelling muscle that will make you a better writer and director in the long run.

Map these content types against your production and release timeline so that you are capturing material on set and not scrambling later. Simple actions like getting the cast to record quick vertical shout‑outs for future use ("Hey [city], thanks for coming out to see our movie") can pay off when you are personalising screenings or targeting specific territories.

Creative and technical best practices

To maximise impact, align creative choices with how vertical feeds are actually used. A strong hook in the first second (visual surprise, bold line, or intriguing question) dramatically increases retention on short‑form platforms. Framing is tighter than in traditional trailers: favour close‑ups and mid‑shots, keep key action in the upper and central parts of the frame, and avoid tiny details at the extreme edges.

Use native text tools and features (captions, stickers, polls, questions) so the video feels "of the platform" rather than a repurposed ad. Include clear calls to action in overlays or voiceover, such as "Full trailer in bio," "Premiering at [festival]," or "Streaming from [date]," and use clickable links where the platform allows. Keep an eye on trend sounds and formats in your niche, but remix them with your film's specific tone rather than forcing a meme that does not fit.

Cross‑posting and workflow

A single vertical master can often be adapted for multiple channels, which is ideal when you are a small team. Edit a 9:16 version first, then adjust length, text overlays and calls to action slightly per platform to match their norms and features (for example, more playful on TikTok, slightly more polished on Reels).

Use simple project templates in your NLE or mobile editor for your most common formats (15s teaser, 30s BTS, 60s character intro) so you can turn around new versions quickly. Scheduling tools and built‑in analytics can then help you batch‑upload content and maintain consistent posting during busy periods like production or festival travel.

Algorithms, timing and analytics

Short‑form platforms rely heavily on recommendation algorithms that reward strong engagement signals in the first moments and hours after posting. Focus on:

• Strong watch time: keep most clips under a minute, trim aggressively, and aim for loops that feel seamless so viewers rewatch.

• Interaction: invite comments with questions, use polls and prompts, and reply to comments with new videos, which many platforms now prioritise.

• Consistency: post several times a week, ideally daily during key campaign push windows, instead of dropping one big trailer and going silent.

Track basic metrics such as views, completion rate, likes, comments, shares, saves, and click‑throughs to your pre‑order page, ticket links or main trailer. Over time, this data will reveal which characters, scenes or angles resonate most, allowing you to shape both your ongoing marketing and sometimes even your positioning to distributors.

Example: short‑form storytelling as film marketing

A strong real‑world example is the TikTok‑first campaign for the horror film "Smile" (2022) by Paramount. The studio staged eerie in‑person stunts by placing actors with unsettling smiles in public spaces and sports stadiums, filmed these moments vertically, and posted them as short clips using popular sounds and the #SmileMovie hashtag on TikTok.

This approach generated massive organic engagement on vertical platforms, with the hashtag reportedly exceeding a billion views and the film earning around 217 million USD worldwide on a relatively modest production budget of about 17 million USD. The key takeaway for independent filmmakers is that a simple, repeatable horror visual, in this case a creepy, unbroken smile, can be turned into short, vertical videos and live stunts that audiences share widely, amplifying reach far beyond traditional trailers and paid ads.

Common questions and answers

Q: How early should vertical video marketing start for a film?

A: Ideally begin during development or pre‑production by documenting early visual tests, cast introductions and world‑building, then ramp up posting during production and sustain it through festival and release windows.

Q: Do vertical clips replace traditional trailers?

A: No; they work best as complementary touchpoints that tease specific moments, characters or themes and then drive viewers to full trailers, screenings or platforms via links and profile CTAs.

Q: What if my film is already shot in 16:9 or wider?

A: You can re‑frame your existing footage into 9:16 in post, prioritising shots that keep important action in the centre and using text overlays or split‑screens to make the vertical composition feel intentional.

Q: How much should I worry about trends on TikTok?

A: Trends can be powerful discovery accelerators, but they are most effective when aligned with your film's tone and audience rather than chased at random; monitoring relevant sounds and formats and adapting the ones that fit is usually enough.

Q: Can vertical content really influence box office or streaming performance?

A: Studies on short video marketing for films indicate that audience‑driven sharing and engagement can significantly boost awareness and box office interest, especially for smaller or art‑house titles.