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It’s actually a lack of imagination, technologically- there are editing tools, including Adobe’s, that can subject track and turn any 16:9 video into a vertical one. Will it be as cinematic? Who knows, but it will be native and easy to produce.
https://joinfishbowl.com/post_jfdxb
80% of the social audience is viewing ads on mobile devices. 16:9 format is a relic that no longer works. Best practice is to always, ALWAYS design and shoot for mobile-first audiences.
Second this. If it is social first it should be square or vertical. The end.
The creative directors constantly would say if it is a great piece of cinematic form of storytelling it needs to be horizontal and long .. People will watch it. Which is true.. But what about the low affinity consumers? I think I am just disappointed.. and I really like the ad but wish by now we would accept the challenge to create content that fits for consumers behavior and still do a strong form of storytelling...
Agreed. 16:9 content really brings down my experience of a brand on a phone. It’s like “ooohhh im watching something official now.” Doesn’t give me the intimacy that portrait content provides.
It’s like the difference between a friend who’s all dolled up to go to a cocktail party, and a friend who’s chill hanging out with you on your couch. I prefer my experience with the latter, but I think traditional ad folks still wish everything they did was “glamorous.”
That said, you need both formats (like you need both life events), just considering how you want to make your audience feel: a form of distance or intimacy.
🤣😭 at the ACD who says people flip their phone side ways. I think more likely they just scroll on past
There is no reason other than sheer laziness for releasing non socially optimized work in today's time. Anyone who disagrees doesn't understand social media.
We are not here to just make art. (Not that you can't make art in socially optimized format). We are here to creatively and effectively catch people's attention, sell what our clients want to sell, and make changes reflecting to consumer behaviour.
How can you sell/catch attention/start a conversation/change behaviour if you aren't speaking verbal as well as the visual language of the medium you are on?
I think it’s also about being realistic about the traction of your campaign. Realistically only .1% of content is going to have the traction of viva la vulva - plus in spite of being landscape it clearly had production investment behind it. Unless you are willing to take the bet that your content will hit that .1% sweet spot (right timing, right message, right tone, etc) then you might be throwing dollars in the wind. Creatives who argue their social video ideas with 2 minute landscape “films” will be “shareable” or have “viral potential” are usually not being rational or realistic about the client appetite in my experience.
Really good point. Also budget wise, not all campaigns have a production value of #wombstories... I just know this would be another case the creatives would throw at me saying their work is soooooo great and will win awards and social formats should not
Jeopardize the production and creative work. 🤦🏻♀️
I feel sorry for the Quibi team right now but one thing they nailed was how adaptable their films were for social. Both landscape and portrait versions looked perfect and it was such a great experience.
I think it’s worse than laziness, it’s a stubbornness and a refusal to consider the social audience as valid behavior to cater to.
Just strikes me as lazy, creatively and in the edit suite. Someone wanted this to be some piece of higher art and not a soap ad.
Not a strategist but I work on social. I don’t think it’s important to have a teaser anymore unless it acts as a reminder for a live event. People don’t see all of your content together so no point really.
In terms of optimization for the platform Instagram makes is very easy to watch horizontal films on IGTV knowing that this is what agencies/brands/creators are doing. So, I think it depends where they are posting it. Could they make cuts for social? Sure.
Lastly I’ve seen the film and I wouldn’t call it social first. It doesn’t utilize any social platforms native UI to watch it. It’s just a film.
I prefer using my phone in landscape.