The question is no longer "should we make vertical video." That's settled. 75% of online video views come from mobile, platforms have built their algorithms around 9:16, and the format mechanically drives more engagement than its horizontal equivalent. What's still open is the next question: how do you keep up?
91% of companies use video as a marketing tool. More than 40% produce at least one video per week. Volume is growing, but teams cite resources and organization as the primary bottleneck, ahead of cost, ahead of technical capability. It's not a conviction problem. It's an organization problem.
Vertical format changed the production equation. A horizontal shoot could live for several weeks on a website or in a TV rotation. A Reel or a Short has a much shorter shelf life, which demands a sustained output pace across multiple platforms at once. And each shoot now generates multiple deliverables: a Reel, a Short, a story, a LinkedIn clip. Four distinct formats, four statuses to track, four potentially different deadlines.
Take a small content team: two editors, three platforms, ten to fifteen videos in progress at any given time. Without a dedicated tool, all of that lives in a spreadsheet that grows until it's unreadable, or in message threads where statuses get buried between two urgent requests. Someone knows where every video stands. But that someone has to be asked constantly.
Without visibility, volume becomes noise
Producing at regular volume requires visibility into progress: knowing where each video stands, who owes what and by when, without manually chasing the team at every step. It also requires format-level tracking, because a single shoot can generate four variations with four owners and four simultaneous states of progress.
Teams that manage it well often have someone whose informal role is to hold the thread: tracking where each video stands, following up with the right people, flagging delays before they compound. For a long time, that's how we handled it too. It works until that person is overloaded or out.
Most teams that struggle with volume don't have a creative problem. They have a pipeline problem. A general-purpose task manager doesn't answer it well: it's not built for the lifecycle of a video, from brief to published status. When the solution is a person compensating for what the tool doesn't do, that's a signal.
Sources: Wistia State of Video 2025 & 2026, Wyzowl State of Video Marketing 2026, Statista 2024-2025.