TOOP+TOOP launches next generation of video marketing

Recognised as a global pioneer of real estate video marketing, TOOP+TOOP has taken the game-changing step to deliver property videos in portrait mode.

“We’re thrilled to launch our new-look vertical videos,” TOOP+TOOP CEO Sales & Marketing, Genevieve Toop, said.

“We have been witnessing a significant trend towards consumers preferring to view video content on their mobile devices in portrait mode.

“Our vertical videos ensure properties are showcased to their full potential on mobile devices.

“They're created for today’s buyers, engaging with them like no other agency in Australia.

“We believe this is a huge step forward in video marketing and initial feedback has been overwhelmingly positive.”

Ms Toop said changes to the way social media platforms deliver video content had been a key factor.

"Since Instagram launched Reels in August last year, we have seen a marked increase in engagement with our vertical videos on social media,” she said.

“But the Australian launch of YouTube Shorts in July of this year has been hugely significant.

“That allowed real estate agents to leverage vertical videos on platforms like realestate.com.au.

“It’s game-changing for our clients.

“We are starting to see a few real estate agencies adopting vertical video into their social media strategy, but none has realised the potential of what this means for our main advertising channels.

“Our marketing studio has spent the past three months, since YouTube launched Shorts, perfecting the art of vertical video.

“We’re so excited to now offer this to our clients, not just across social media but all our advertising platforms.”

TOOP+TOOP vertical videos fill 78 per cent more real estate on mobile devices than traditional landscape content when viewed in portrait mode.

They are fully compatible with property portals like realestate.com.au and Domain, while also working effectively on social media platforms like Facebook and Instagram.

“Latest research shows that fewer than 30 per cent of mobile users turn their phone to landscape mode to watch video,” Ms Toop said.

“And of those who do turn their phone to horizontal, on average they only watch 14 per cent of that content before going elsewhere.

“We’ve recognised the needs of today’s buyers and delivered a product that matches those requirements.

“We firmly believe more buyers will watch vertical property videos, they’ll watch them for longer and they’ll be more engaged.”

TOOP+TOOP has long been a leader in property marketing. It launched Toop.TV 14 years ago, well before video was considered a valuable marketing tool, and has continued to innovate to meet current consumer demands.

THE POWER OF VERTICAL VIDEO

  • TOOP+TOOP vertical videos take up 78% more screen space on a buyer’s phone than traditional property videos captured in widescreen format

  • 84% of realestate.com.au users searched for properties on their mobile device in July 2021

  • Video streaming is expected to account for up to 82% of total web traffic by 2022

  • 94% of mobile-phone usage is in portrait mode

  • Fewer than 30% of mobile-phone users turn their device to view video in horizontal mode

  • On average, consumers only view 14% of an ad displayed in horizontal mode

  • Of 4.48 billion social media users, 99% access websites or apps through a mobile device, with only 1.32% accessing platforms exclusively via desktop

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