Even Instagram is getting on board with vertical video. The photo-sharing app released an update today to support photos and videos shot in portrait and landscape mode.
Until now, users could only post perfectly square images, but that isn't how most people shoot photos and videos.
"It turns out that nearly one in five photos or videos people post aren't in the square format," said Instagram in a blog post. "We know that it hasn't been easy to share this type of content on Instagram: friends get cut out of group shots, the subject of your video feels cramped and you can't capture the Golden Gate Bridge from end to end."
Brands like Victoria's Secret, New Belgium and NBC's Saturday Night Live have already started playing with the new feature.
Before today's update, Instagram users had to rely on third-party apps like InstaSize and Cropic that have popped up over the past couple of years as a work-around to post full-size photos.
Video is a big part of the update, as users and marketers start to post more clips to the app. And as vertical-oriented video takes off on Snapchat, Periscope and Meerkat, marketers may be even more inclined to post video shot straight up.
Still, not everyone is thrilled about vertical video, which is likely why Facebook noted in its post, "We're especially excited about what this update means for video on Instagram, which in widescreen can be more cinematic than ever."