Vertical video: showing the work without faking it
Short formats reward authenticity, not polished production. What actually works for a company that has something to show.
Inès Neifar
Founder and managing director
In short
Short vertical video is currently the most effective format for establishing a brand with a local audience, because it is distributed to people who do not yet follow you. For a service company, the subjects that work are almost always the same: the trade gesture filmed close up, a project before and after, a forty-second answer to a client question, and a common mistake explained without jargon. Production quality matters less than clean sound and a promise kept within the first three seconds. A recent phone, a lapel microphone and sober editing are enough to produce regularly. Subtitles are not optional either, since most views happen with the sound switched off entirely.
Why this format matters more than others
On social networks, a classic post mostly reaches your followers. A short vertical video is served to people who do not know you. That is the difference between maintaining an audience and building one.
The four subjects that work
The trade gesture. Film closely what you know how to do and the client never sees. It proves competence without claiming it.
Before and after. The simplest and best-performing format. Three seconds of the initial state, the work sped up, the result.
The short answer. Take a question clients ask every week and answer it in forty seconds, straight to camera. These also feed site material.
The common mistake. "What not to do when…". Useful, memorable, and it positions the company as the one who knows.
What matters technically, and what does not
What matters: sound. An average image with clean sound passes; the reverse does not.
What also matters: the first three seconds. They must show the promise, not an animated logo.
What does not matter: expensive equipment, colour grading, licensed music. Over-polished production often performs worse, because it looks like an ad.
How to present them on your site
Embedding native social players slows pages heavily and imports trackers before the visitor even interacts. We prefer self-hosting, with a light thumbnail and click-to-play. That is what the behind-the-scenes gallery on our homepage shows, and what we apply on client projects.
A realistic rhythm
One hour of filming per month produces enough for four to six videos. That is the rhythm we organise in our content packs, including collection, editing, subtitling and publishing.
Subtitles are not optional: most views happen with the sound off.
Related reading — Building an editorial line that lasts · A consistent visual identity across every medium
Read next
Marketing & growth — 9 min readHow to choose a digital agency in Tunisia: 10 criteria
Creative & content — 9 min readCommunication agency or digital agency: what is the difference for an SME?
Marketing & growth — 9 min readWhat does a digital marketing agency in Tunisia do? Missions, deliverables and realistic results
A project in this area?
Two minutes to tell us what you need, and we come back with a first read of your situation.
Reply within one business day