Quick recap of where Social video has come from.

https://www.facebook.com/ibmcommerce/videos/10155495747833877/

Issues with this video:

• 20 second long - This is on the longer side on social.
• Branding is shown 18secs in - This is unlikely to be seen.
• Dose not make sense with sound off - Lack of clear messaging up front.
• Landscape Ratio - Meaning it will only take up a small part of the users screen.

Some may say IBM is a harder brand to illustrate it's core message but if principles are followed it media performance

— Core content

Before we list out the principles consider the following first:

1. What are you advertising objectives?

2. What has worked well in the past?

3. Who are you trying to reach and what will they want to see?

4. What will success look like and how will this be measured?

• TikTok creaitve considrations

• Branding up front - Within 1-3 seconds - To Increase brand recall, people need to remember what brand is trying to inform them.

• Capture attention quickly -  Using colours, themes and imagery that evoke your brand at the start of your video can help people connect the advert to your brand quickly. Consider starting your video with lifestyle and product shots, recognisable spokespeople, action scenes or a vivid background to spark interest.

• Square / Portrait / Vertical is best - To increase Ad recall by taking up more of the users screen compared to landscape. Which ever ratio of video content needs to be development to be approached with the screen in mind.