TikTok’s vertical videos have revolutionized the game, ‘inspiring’ almost identical formats across almost every social media platform. It’s a major opportunity for marketers, argues Porter Novelli’s digital account director Claire Delplancq: with the same aspect ratio across platforms, a single piece of creative can go further than before. But if social’s remaking itself in TikTok’s image, what does that mean for marketers and brands?

Source: Flip that phone around: the future of social is vertical | The Drum