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Social media video

Asset type on EML:

Social media video

 

Keyword to find on EML:

Social

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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.

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Product neutrality:

Depends on asset

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Activation:

Paid social media (Facebook & Instagram)

Mapping:

None

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Story asset based on:

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

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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).

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Length(s):

6-15 sec

Examples

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, 16:9)

Durations

Social media videos come in the following durations, depending on what part of the consumer

journey they are designed for:​

​

  • Discovery/ Selection - 15 seconds

  • Discovery/ Selection - 10 seconds

  • Discovery/ Selection - 6 seconds

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Each video has a pre-defined structure:

  • Intro

  • Main section (supers)

  • Outro

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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.

structure_04.png

Logo and brand promise is included in all kind of durations.

Intro

  • First: In the intro we always focus on the Electrolux Logo in a close up to establish brand awareness.

  • Second: is to establish product category, zooming out and revealing the product in frame. 

Main section

  • Showcases the main benefit of the video

  • The message is supported by a copy (super)

  • The number of copy/supers depends on video length

  • Copy appear with fade-in and fade-out effects

  • ELX logo is present the entire time in the top center. 

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

  • Number of supers:

    • 15sec video: 3-5

    • 6sec video: 1-2​

Outro

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  • Is the closing shot of the video

  • No ELX top logo

  • Outro Closing logo consists of 4 elements.

    • Graphic logo

    • Light animation

    • Sonic logo

    • and Voice over (only for Media content).

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  • Consists of Electrolux logo and brand promise (two sentences)

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  • There is one version for EU and one version for APMEA

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  • ​All items comes together with ending scene.

​

EU

APMEA

Aspect ratios (Crops)

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

  • 16:9 (original)

  • 9:16 (vertical)

  • 1:1 (square)

  • 4:5

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

​​​

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Copy,Dis_9x16.jpg
Outro_9x16.jpg

Vertical 9:16

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  • Resolution: 1080x1920​​

​​

  • Copy specs:

    • Font: Electrolux Sans Semibold

    • Font size: 90px

    • Font tracking: 0

    • Font leading: depends on font size

    • Position: Centered horizontally. Vertical align depends on the shot

    • Max no. of characters: 36​​

  • Disclaimer specs:

    • Font: Electrolux Sans Semibold

    • Font size: 22px

    • Font tracking: 0

    • Position: Centered horizontally. Vertical align on the inside bottom safe frame

    • Max no. of characters: 180​

​

  • Outro specs:

    • Outro sonic logo is centered vertically and horizontally

    • Scale factor for video: 48%  

​

  • Top logo specs:

    • Logo present throughout the intro and main section until closing logo appears

    • Size: height = 90px

    • Position: Horizontally centered. From top edge 180px

Square 1:1

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  • Resolution: 1080x1080​​​​

​

  • Copy specs:

    • Font: Electrolux Sans Semibold

    • Font size: 65

    • Font tracking: 0

    • Font leading: depends on fonts size

    • Position: Centered horizontally. Vertical align depends on the shot

    • Max no. of characters: 72

​​

  • Disclaimer specs:

    • Font: Electrolux Sans Semibold

    • Font size: 22

    • Font tracking: 0

    • Position: Centered horizontally. Vertical align on the inside bottom safe frame

    • Max no. of characters: 220
       

  • Outro specs:

    • Outro sonic logo is centered vertically and horizontally

    • Scale factor for video: 40%  

​​

  • Top logo specs:​

    • Logo present throughout the intro and main section until closing logo appears

    • Position: Horizontally centered. From top edge 50px

    • Size: height = 60px

Copy,Dis_1x1.jpg
Outro_1x1.jpg

4:5

​

  • Resolution: 1080x1350​

​

  • Copy specs:

    • Font: Electrolux Sans Semibold

    • Font size: 75

    • Font tracking: 0

    • Font leading: depends on fonts size

    • Position: Centered horizontally. Vertical align depends on the shot

    • Max no. of characters: 66
      ​

  • Disclaimer specs:

    • Font: Electrolux Sans Regular

    • Font size: 22

    • Font tracking: 0

    • Position: Centered horizontally. Vertical align on the inside bottom safe frame

    • Max no. of characters: 220
       

  • Outro specs:

    • Outro sonic logo is centered vertically and horizontaly

    • Scale factor for video: 40%  

​

  • Top logo specs:

    • Logo present throughout the intro and main section until closing logo appears

    • Size: height = 60px

    • Position: Horizontally centered. From top edge 65px

Copy,Dis_4x5.jpg
Outro_4x5.jpg
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