Tag: Opinion

Aspect Ratios and Attention Spans: The Rise of Vertical Video Formats 

Posted on by Andrew Stevenson

The aspect ratio of a video is an official way of describing its frame shape. It defines the proportions of the frame’s sides expressed as Width to Height. They tacitly inform and affect our viewing experience. When motion pictures first took off, the shape of the frame evolved for all sorts of reasons over time, ranging from practical (the available space on a roll of celluloid) to aesthetic (certain dimensions were more visually pleasing than others).  

35mm film became the standard and it provided a uniform and reliable format for the production, distribution, and exhibition of movies, facilitating the rapid spread of films. The invention of TV then brought things further, putting audio-visual entertainment in the home. Cinema responded to this competition by widening their aspect ratio as a form of differentiation, to create a more ‘epic’ experience.          

In today’s digital world, the most common aspect ratio for video is 16:9. Engineers settled on this because it was the geometric mean between the original TV standard (4:3) and the average of cinemascope ratios (2.35:1). It’s the shape we see every day in the form of modern TVs, computer monitors, and phones turned sideways.   

When TV was our primary device for entertainment, it made sense to produce content in a 16:9 landscape format because that was how most people were consuming media. Today, however, the primary device we engage with is our smartphone, with portrait being the dominant frame. 

Since social media introduced condensed content formats, the 9:16 aspect ratio makes it easier and more convenient to focus on the action by removing the unnecessary peripheral details. In short, the videos feel personal. They resonate and connect with audiences which is why younger “digital natives” are obsessed with user-generated content (UGC). The accessibility, engagement, and storytelling all combine to offer a hugely immersive experience.  

It’s not just TikTok, Snapchat, and Meta focusing on the vertical video trend; YouTube (the global hub for 16:9 landscape videos!) launched its own version of a vertical video platform in the form of ‘Shorts’. With heavy platform investment, and algorithms and user interfaces designed to serve more of it to users – it’s a crucial paradigm shift in the video industry, offering marketers new opportunities to communicate and connect with their audiences.  

As more people consume content on their mobile devices and platforms continue to evolve, we can expect to see more innovation and experimentation in this space. Brands too can leverage the vertical video format for the same reason UGC is successful: it’s a budget-friendly way to create content and needs few resources, while appealing to Gen Z’s insatiable video consumption habits. They want to see content that’s thematically appropriate to the medium; something native to the space. The new challenge for brands is to create effective vertical video content that is specifically shot for that purpose. This requires forethought and planning about how the narrative is suited to the new aspect ratio, and then producing accordingly. Consider shooting both formats side by side simultaneously – one traditional camera on a tripod, one vertical phone on a tripod, maximising your coverage. 

The ‘DIY’ nature of vertical videos means production values aren’t expected to be stellar. If the video content is pitched right, production values can be overlooked. It just has to be authentic. The format can be used to deliver quick messages or tell complex stories over a series of episodes. It works great for interviews as well as product reviews which can show off products in action. It’s simply a matter of getting creative with this new way of viewing the world. 

As smartphones become more advanced, they will capture higher-quality video with better stabilisation, lighting, and other features. This could make it easier for brands to produce even more compelling vertical video content. We may see new formats and styles emerge as well, with the aspect ratio becoming more integrated with other technologies, such as augmented reality and virtual reality. This could lead to ever more immersive and interactive vertical video experiences. We’re only in the infancy of this new wave of video. The opportunity for brands now is to consider the potential and incorporate this new aspect ratio into their strategies creatively and tactically. 

At the end of the day, good videos are all about the story, and the frame is the window through which we experience it. The frame has taken on many shapes and sizes over the years and just as ‘complex’ does not mean complicated, ‘simple’ does not mean simplistic. We want audiences to be looking through the frame, into the story being told.  

The Power of the Underdog: How Challenger Brands Are Making Their Mark

Posted on by Elizabeth Breslin

Let’s start with a question. What do Square, Slack and Zoom have in common? Granted, there could be numerous responses to this question, but one thing is abundantly clear when you tell stories of who they are and what they can do. Each brand has ignited change within its sector and its world to transform the space it occupies in its favour. Take Zoom for example, which emerged and transformed communication and collaboration practices during the Covid-19 pandemic, while taking on sectoral Goliaths such as Google, Microsoft and Cisco. Zoom made its mark so much that it became one of the Oxford Dictionary’s most influential words and one of the most prevalent eponyms of 2020. Not bad for a brand that was relatively unknown prior to 2020.  

What makes a brand a challenger? 

Challenger brands can be start-ups or established brands that disrupt the market by challenging the status quo. Typically characterised by their bold and unapologetic approach, challenger brands play havoc in the market by addressing unmet needs and adopting an unwavering customer-centric mindset. In today’s competitive and borderless market environment, the competition can be fierce. It can be tough for new brands to establish a presence. Yet this is where challenger brands feel most at home, as they revel in the unexpected, breaking through the noise of their category to make an impact as they carve out unique and unfilled spaces. At their core, challenger brands focus on knowing what to challenge, rather than focusing purely on the who. Think of Oatly, who has become a recognised challenger to the dairy category – finding unique and valuable market space as a dairy alternative. 

Lessons learnt from challenger brands 

In our work with some leading challenger brands, we’ve learnt several lessons about how these brands set themselves apart to create a distinctive space within their categories. This list does not intend to be exhaustive, but it does intend to illustrate how these brands think and act differently from more established brands.

  1. An ambition to push the status quo: Challenger brands look to challenge the status quo and push boundaries in their favour. With their fingers on the pulse of customer insight, they identify areas where the market is lacking to create a differentiated brand, product or service with compelling value propositions to fill unmet consumer needs. Putting creativity, focus, and determination at the centre of their practices assists them in pushing the boundaries of their categories, allowing them to optimise their chances of success and demand-led growth.  
  2. A customer-first mindset: Challenger brands put the customer experience at the forefront of everything they do, ensuring that they are always delivering high-quality products and services. When a brand is customer-centric, customers feel valued and appreciated, creating a likelihood of stronger customer advocacy, which is a crucial component for brands looking to establish themselves in a crowded market.
  3. An innovative-driven culture: Challenger brands are always looking for new and innovative ways to do things better. They are not afraid to try new technologies, processes, or approaches, and they are always looking for ways to improve their products and services. Embracing an innovative mindset for improvements – both large and small – can help them to stay ahead of the competition and can allow them to defend their unique position in their category. 
  4. A strong, unique culture at their core: Challenger brands typically have a strong and unique culture that sets them apart from their competitors. This culture is rooted in their values, purpose and beliefs. They are not confined by industry constraints, are focused on asking questions, and are open to change – allowing them to see opportunities where others don’t.

All brands need to be distinctive, and all customers need a choice. Challenger brands provide both; challenging the norms of their category by providing choices to customers which were previously uncatered to. We can learn a lot from how challengers operate, whether that’s their ability to tap into customer-led insight, their innovation process or their strong unique culture. While more established brands in their categories may not fit their moulds, we can learn a lot from challengers and their success.