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SOCIAL MEDIA VIDEO

ASSET TYPE ON EML:

Social media video

 

KEYWORD TO FIND ON EML: Social

EML CODE: SV

 

CONSUMER JOURNEY:

Inspiration/Discovery/Selection/Purchase in focus, but this asset type supports the whole journey.

​

DESCRIPTION:

Attractive social media story style. Short and to the point, preferably with a clear CTA. Benefit to be seen within 3 seconds. New asset or derivative from existing asset. Created for Premium and Mass heroes or by request from the Social media team.

 

PRODUCT NEUTRALITY:

Depends on asset

ACTIVATION:

Paid social media (Facebook & Instagram)

 

MAPPING:

None

​

STORY ASSET IS BASED ON:

Story connected to Eden/USP copy? Connected to Discovery & Selection

​

ASPECT RATIO(S):

9:16/4:5/1:1 if possible. If only two, please choose 9:16 & 1:1.

Clarify ratio and social media (ex 16:9 YT pre roll).

LENGTH(S):

6-15 sec

SAMPLES

PRINCIPLES

  • Social media video is quite specific and differs from other video asset types

  • It is usually a cut-down version of an existing video, or combines sequences from various existing videos

  • Does have audio but needs to work without it as well

  • Come is various lengths: 6s, 10s, 15s, also depending on the function of the video (i.e. discovery vs. selection)

  • Comes in various aspect ratios (crops) designed for different social media platforms (1:1, 4:5, 9:16)

DURATIONS

durations

Social media videos come in the following durations, depending on what part of the consumer journey they are designed for:

  • Discovery - 15 seconds (category)

  • Discovery - 6 seconds (category content)

  • Selection - 10 seconds

  • Selection - 6 seconds

​

Each video has a pre-defined structure:

  • Intro (crash-zoom)

  • Main section (supers)

  • Outro

Starting and ending points of each section differ based on video length but their design is consistent across different durations. We will explore individual sections in the following paragraphs.

structure2.png

INTRO

  • Starts with a brief close-up of the AEG logo on a product

    • Duration: 5-15 frames

  • Followed by a rapid zoom-out that revels the entire product, a so-called "crash zoom"

    • Duration: 5-7 frames

  • Afterwards, we continue to further slowly zoom out

    • Duration: rest of the intro sequence​

  • During the crash zoom, the intro title and logo appear

    • The title can be joined by an icon characterizing the entire product line

    • The icon can be animated

    • The logo is placed on the top of the frame

    • Logo fade duration: 8f

    • Title fade duration: 12f

  • Overall intro duration:

    • 15sec video: 00:00:02:15

    • 6sec video: 00:00:01:21​

CRASH ZOOM

  • Start with a shot looking straight at the logo

    • Avoid shots at an angle

  • Compose the zoomed-out shot in way that doesn't require any excessive camera pans 

    • Avoid any camera rotations when zooming out

  • You don't have to try to achieve the crash zoom effect in camera - you can do it in post:

    • Capture two video sequences: one of the detail of the logo (still image works too) and one of the zoomed-out shot

    • Parent the two sequences and animate the zoom in After Effects or similar software

    • Do not forget to add motion blur

    • Remove any unwanted chromatic aberration from the close-up shot​

MAIN SECTION

  • Showcases the main benefit of the video

  • The message is supported by a copy (super)

  • The number of copies/supers depends on video length

    • Copy fades in (duration: 12f)

    • Copy can fade out or be cut at the end of a shot

  • AEG logo is present the entire time
     

  • Section duration: the main section fills the entire duration between the intro and the outro

  • Number of supers:

    • 15sec video: 5

    • 10sec video: 3

    • 6sec video: 2​

OUTRO

  • Is the closing shot of the video

  • No AEG top logo

  • Around halfway through the outro, the closing AEG logo and brand promise appear

  • The outro starts at the following timecodes:

    • 15s: 00:00:11:00-00:00:12:00

    • 6s: 00:00:04:00-00:00:04:10

  • Logo and brand promise appear at the following timecodes:

    • 15s: 00:00:13:07

    • 6s: 00:00:05:01

​

​

​​

ASPECT RATIOS (CROPS)

aspect_ratios

Social media videos come in the following aspect ratios (crops), depending on what social media platform they are designed for:​

  • 9:16 (vertical)

  • 1:1 (square)

  • 4:5

​

Regardless of the aspect ratio, the structure of the video is always the same as outlined in the chapter above.

​

​

CROPPING WORKFLOW RECOMMENDATION

  • Start with the biggest possible format (9:16), then consider others

  • Try to leave 14% (250px) on top and bottom of the image free from copy/logo/vital information to make room for a Call-to-action/profile icon

  • If you leave slightly more (285px), you can directly export a 4:5 video without losing necessary information

aspect.png

VERTICAL 9:16
 

  • Resolution: 1080x1920
     

  • Intro specs:

    • Font: Metric light uppercase

    • Font size: 90

    • Font tracking: 60

    • Font leading: -10

    • Max no. of characters: 36

    • Position: centered vertically and horizontally

    • When used with an icon, the entre block is centered

    • Gap between text and icon: 56px
       

  • Copy specs:

    • Font: Metric light uppercase

    • Font size: 90

    • Font tracking: 60

    • Font leading: -10

    • Position: centered vertically and horizontally

    • Max no. of characters: 50
      ​

  • Disclaimer specs:

    • Font: Metric light uppercase

    • Font size: 20

    • Font tracking: 20

    • Font leading: 0

    • Position: centered horizontally, bottom of the disclaimer aligned to the bottom title safe frame

    • Max no. of characters: 180
       

  • Outro specs:

    • Logo size: height = 232px

    • Font: Metric light uppercase

    • Font size: 54

    • Font tracking: 84

    • Gap between logo and brand promise: 56px

    • Position: the entire block (logo and brand promise) is centered vertically and horizontally

​

  • Top logo specs:

    • Size: height = 75px

    • Position: centered horizontally, top of the logo aligned to the top title safe frame

9x16_intro2_v2.png
9x16_copy_v2.png
9x16_discl_v2.png
9x16 outro.png

SQUARE 1:1
 

  • Resolution: 1080x1080
     

  • Intro specs:

    • Font: Metric light uppercase

    • Font size: 78

    • Font tracking: 60

    • Font leading: -10

    • Max no. of characters: 44

    • Position: centered horizontally, the bottom of the block is 380px from
      the bottom of the frame

    • When used with an icon, the entre block is positioned as outlined above

    • Gap between text and icon: 50px
       

  • Copy specs:

    • Font: Metric light uppercase

    • Font size: 78

    • Font tracking: 60

    • Font leading: -10

    • Position: centered vertically and horizontally

    • Max no. of characters: 66
      ​

  • Disclaimer specs:

    • Font: Metric light uppercase

    • Font size: 15

    • Font tracking: 20

    • Font leading: 0

    • Position: centered horizontally, bottom of the disclaimer aligned to the bottom action safe frame

    • Max no. of characters: 220
       

  • Outro specs:

    • Logo size: height = 232px

    • Font: Metric light uppercase

    • Font size: 54

    • Font tracking: 84

    • Gap between logo and brand promise: 50px

    • Position: the entire block (logo and brand promise) is centered vertically and horizontally

​

  • Top logo specs:

    • Size: height = 75px

    • Position: centered horizontally, top of the logo aligned to the top action safe frame

1x1_intro_v2.png
1x1_disc_v2.png
1x1_outro.png

4:5
 

  • Resolution: 1080x1350
     

  • Intro specs:

    • Font: Metric light uppercase

    • Font size: 78

    • Font tracking: 60

    • Font leading: -10

    • Max no. of characters: 44

    • Position: centered horizontally, the bottom of the block is 510px from
      the bottom of the frame

    • When used with an icon, the entre block is positioned as outlined above

    • Gap between text and icon: 50px
       

  • Copy specs:

    • Font: Metric light uppercase

    • Font size: 78

    • Font tracking: 60

    • Font leading: -10

    • Position: centered vertically and horizontally

    • Max no. of characters: 66
      ​

  • Disclaimer specs:

    • Font: Metric light uppercase

    • Font size: 15

    • Font tracking: 20

    • Font leading: 0

    • Position: centered horizontally, bottom of the disclaimer aligned to the bottom action safe frame

    • Max no. of characters: 220
       

  • Outro specs:

    • Logo size: height = 232px

    • Font: Metric light uppercase

    • Font size: 54

    • Font tracking: 84

    • Gap between logo and brand promise: 50px

    • Position: the entire block (logo and brand promise) is centered vertically and horizontally

​

  • Top logo specs:

    • Size: height = 75px

    • Position: centered horizontally, top of the logo aligned to the top action safe frame

4x5_intro_v2.png
4x5_discl_v2.png
4x5_outro.png
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