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Shooting for Vertical – ONA19

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"Vertical" is not an unhappy consequence of phone design but a fundamentally new way of storytelling, requiring strategies for maximizing top- and bottom-frame and a shift away from aspect-ratio re-cutting and toward content that is built and designed for mobile video consumers.

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Shooting for Vertical – ONA19

  1. 1. Ugh, Do I Have to Make This Video In Vertical? Yep. Why we can’t always tell our audiences “turn your phone sideways!” Join the conversation with #ONA19
  2. 2. What we’ll talk about today 1. Why is this a thing and who’s doing it well? 2. When is vertical a must or a nice to have? 3. What monetization exists in vertical? 4. Try some sh*t! 5. Final takeaway tech tips
  3. 3. About NowThis We live on every major social platform #1 most-watched video news on social 30M minutes viewed daily We reach 70% of all people in 20s in U.S. Vertical Video Masterclass Sarah FRANK
  4. 4. Why is vertical video important? ● Mobile real estate - it fills the screen ● 80%+ video views come from mobile (NowThis) ● WATCH TIME is increasing on vertical (good metric!) ● Younger generations prefer it ● Most social and video apps leaning into vertical vid experience
  5. 5. What works where? Snapchat stories Instagram Stories Facebook Stories Tik Tok ● ● ● ● Snapchat Discover/Shows IGTV Facebook Watch YouTube ● ● ● ● NATIVE/ STORIES PREMIUM
  6. 6. Check ‘em out! DAILY STORIES VERTICAL-1st SHOW VERTICAL-1st SHOW BRAND BUILD EXTEND PREMIUM
  7. 7. Filming vertical: A must or nice-to-have? ● If it’s going to disappear, consider filming on a phone, vertical - CHEAP ● If the primary purpose of the app or platform are vertical videos, start there! ● Minimal editing, or in-camera editing ● Shoot ‘vertical safe’ filming horizontal, blocking for vertical cut ● Mobile is not as HQ as TV yet, cut both ways from single clip ● Nice to have: Consider filming in vertical or 4K for major brand building initiatives STORIES/DAILY PREMIUM
  8. 8. The monetization conversation $$$ IS IT WORTH IT? What opportunities exist and what’s to come? 1. Your site: Advertisers starting to create vertical ads. Do you have audience? 2. Facebook/YouTube: Mid-roll or pre-roll over 3min, 10min 3. Snapchat Discover Shows - rev share and placement requires a deal with the platform 4. Instagram: still not monetizing vertical 5. TikTok: not there yet 6. New streaming platforms (i.e. Quibi) - licensing or rev share requires a deal
  9. 9. Do’s and Don’ts to try 1. DO ask yourself what your goals are before experimenting or building a vertical strategy 2. DON’T get overwhelmed, start small (no ‘pivot to vertical’) 3. DO use talent to engage and grow with audience with channel takeovers (native vertical/stories) 4. DON’T film with a phone on horizontal if it’s for mobile 5. DO interact with your audience using in-app tools to boost engagement (polls, quizzes, swipe-ups) 6. DO start by repurposing content you’re already making, just with a vertical edit (IGTV also allows horizontal now!)
  10. 10. Basic Tech Takeaways 1. Create video editing templates in 1080x1920 in addition to standard 2. Check your work on lots of phones to identify text safe - note that all phones have slightly different dimensions, arg!! 3. Experiment with in-app editing and text vs. professional editing and text - what works for you now? 4. Experiment in your editing with grids to feature horizontal video or multiple shots at once 5. Before investing in 4K or filming vertical, ensure you know what your audience needs and like to see from you 6. Start small with a mobile video making kit
  11. 11. Create a mobile video kit GIMBAL FOR SMOOTH SHOTS A MIC! MOBILE FRIENDLY TRIPOD EXTRA BATTERY PACK
  12. 12. LET’S TALK! Share your questions and your team’s tips! Join the conversation with #ONA19
  13. 13. Thank you! Be sure to visit the many ONA19 exhibitors in the third floor Exhibit Hall. Sarah FRANK

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