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It's hip to be vertical. With smartphones held upright rather than sideways, such full-screen video started gaining big buzz last year as a way for Snapchat to build out an advertising business. Now, "vertical" has become the biggest buzzword in digital marketing. Periscope, Meerkat, Mashable and even YouTube have latched onto the concept, and with wider acceptance, traditional creators and designers are finding ways to adapt for video shot straight up.