As a leading investor communications and design agency in South Africa, it is critical that we keep our finger on the pulse of emerging media trends and changes in how information is consumed and distributed.
That is why a recent News24 column by scholar and writer Jonny Steinberg, titled “TikTok’s reshaping political messaging in SA. Be warned. It is formidable”, caught our attention.
While TikTok has long been viewed as a tool for influencer marketing and consumer brands, it has traditionally been seen as less relevant for B2B communications, particularly for “serious” subject matter such as business, politics and policy. That perception is now shifting.
If you are a business leader or communications professional in South Africa, you have likely noticed how quickly video content is becoming central to messaging. Vertical video journalism—video created specifically for mobile phones held upright—is reshaping how stories are told and how audiences engage with complex issues. The question is no longer ifthis matters, but why it matters now.
What is vertical video journalism?
Vertical video journalism refers to news and storytelling content designed for portrait (vertical) screens, reflecting how most people naturally use their smartphones. Rather than shrinking horizontal footage to fit a mobile screen, vertical video fills the entire frame, creating a more immersive and personal viewing experience.
This format thrives on platforms such as TikTok, Instagram Stories, Snapchat and YouTube Shorts, and is particularly effective for short, focused storytelling that aligns with modern media consumption habits.
Why vertical video journalism is growing globally
The rise of vertical video is not accidental. Several structural shifts are driving its adoption:
- More than 75% of global video views happen on mobile devices, primarily held vertically (Statista, 2023).
- Platforms built around vertical video, particularly TikTok, have experienced explosive growth, especially among younger audiences (Pew Research Center, 2023).
- Vertical video consistently delivers higher engagement and completion rates on social platforms compared to horizontal formats (Wistia, 2021).
- Major international newsrooms, including the BBC and CNN, are actively producing vertical video journalism to reach new audiences.
Recent research from the Reuters Institute for the Study of Journalism reinforces this trend. In its outlook for 2026, the Institute identified video-led platforms as a priority for publishers, noting:
“YouTube will be the main off-platform focus for publishers in 2026, with a net score of +74 among respondents planning to spend more resources on it. TikTok (+56) and Instagram (+41) are also key priorities, with publishers planning to invest in more video and audio. Google Discover remains critical (+19) with most publishers spending little effort on SEO, Facebook and X.”
What is happening in South Africa?
South Africa’s digital environment makes vertical video journalism particularly powerful:
- Over 90% of South Africans access the internet via smartphones (We Are Social & Hootsuite, 2023).
- Social media usage continues to grow rapidly, with TikTok and Instagram leading adoption (Hootsuite, 2023).
- Younger South Africans increasingly prefer mobile-first, short-form content over traditional media formats (Nielsen SA, 2022).
- Local publishers such as News24 and eNCA are already experimenting with vertical video for digital storytelling.
One of the standout success stories in this space is Alec Hogg and the BizNews team, who have built a YouTube audience of over 280,000 subscribers. This represents a highly influential community that demonstrates how video-led journalism can shape business and political discourse in South Africa.
Why vertical video matters for B2B communications
While platforms like Instagram and TikTok are often described as “new”, it is worth remembering that Instagram launched in 2010 and TikTok in 2016. Their audiences have matured, and they have brought their media consumption habits with them.
For B2B companies and professional services firms, vertical video journalism is no longer just a consumer trend. It offers a practical way to communicate complex ideas in a format that is familiar, accessible and engaging.
Used strategically, vertical video can help organisations:
- Capture attention with content designed for mobile-first audiences
- Communicate complex messages in modern, digestible formats
- Build trust through authentic, human storytelling
- Remain competitive in an increasingly digital communications environment
Vertical video journalism in action
Integrating vertical video into your communications strategy
Whether you are looking for well-scripted, professionally produced video content or simply want to explore how vertical video journalism could fit into your broader B2B or investor communications strategy, this format offers significant opportunity.
At Decusatio, we work with organisations to think critically about where video fits, how it supports credibility, and how it complements earned media, stakeholder communications and thought leadership.
If you would like to explore how vertical video could strengthen your communications approach, we welcome the conversation.