Social media video
Asset type on EML:
Social media video
Keyword to find on EML:
Social
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EML code:
SV
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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
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Social media video is quite specific and differs from other video asset types
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It is usually a cut-down version of an existing video, or combines sequences from various existing videos
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Does have audio but needs to work without it as well
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Come is various lengths: 6s, 10s, 15s, also depending on the function of the video (i.e. discovery vs. selection)
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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:​
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Discovery/ Selection - 15 seconds
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Discovery/ Selection - 10 seconds
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Discovery/ Selection - 6 seconds
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Each video has a pre-defined structure:
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Intro
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Main section (supers)
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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.
Logo and brand promise is included in all kind of durations.
Intro
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First: In the intro we always focus on the Electrolux Logo in a close up to establish brand awareness.
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Second: is to establish product category, zooming out and revealing the product in frame.
Main section
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Showcases the main benefit of the video
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The message is supported by a copy (super)
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The number of copy/supers depends on video length
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Copy appear with fade-in and fade-out effects
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ELX logo is present the entire time in the top center.
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Section duration: the main section fills the entire duration between the intro and the outro
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Number of supers:
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15sec video: 3-5
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6sec video: 1-2​
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Outro
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Is the closing shot of the video
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No ELX top logo
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Outro Closing logo consists of 4 elements.
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Graphic logo
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Light animation
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Sonic logo
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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.
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More details about the closing logo in this chapter.
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:​
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16:9 (original)
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9:16 (vertical)
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1:1 (square)
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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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Vertical 9:16
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Resolution: 1080x1920​​
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Copy specs:
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Font: Electrolux Sans Semibold
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Font size: 90px
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Font tracking: 0
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Font leading: depends on font size
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Position: Centered horizontally. Vertical align depends on the shot
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Max no. of characters: 36​​
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Disclaimer specs:
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Font: Electrolux Sans Semibold
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Font size: 22px
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Font tracking: 0
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Position: Centered horizontally. Vertical align on the inside bottom safe frame
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Max no. of characters: 180​
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Outro specs:
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Outro sonic logo is centered vertically and horizontally
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Scale factor for video: 48%
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Top logo specs:
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Logo present throughout the intro and main section until closing logo appears
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Size: height = 90px
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Position: Horizontally centered. From top edge 180px
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1.Story​​
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Please note that disclaimer text is not affected by this safe zone and can be placed at the usual area in the bottom of the screen.
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2.Reels​​
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Please note that disclaimer text is not affected by this safe zone and can be placed at the usual area in the bottom of the screen.
For further information visit meta site here.
Square 1:1
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Resolution: 1080x1080​​​​
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Copy specs:
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Font: Electrolux Sans Semibold
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Font size: 65
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Font tracking: 0
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Font leading: depends on fonts size
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Position: Centered horizontally. Vertical align depends on the shot
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Max no. of characters: 72
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Disclaimer specs:
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Font: Electrolux Sans Semibold
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Font size: 22
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Font tracking: 0
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Position: Centered horizontally. Vertical align on the inside bottom safe frame
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Max no. of characters: 220
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Outro specs:
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Outro sonic logo is centered vertically and horizontally
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Scale factor for video: 40%
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Top logo specs:​
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Logo present throughout the intro and main section until closing logo appears
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Position: Horizontally centered. From top edge 50px
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Size: height = 60px
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4:5
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Resolution: 1080x1350​
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Copy specs:
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Font: Electrolux Sans Semibold
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Font size: 75
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Font tracking: 0
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Font leading: depends on fonts size
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Position: Centered horizontally. Vertical align depends on the shot
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Max no. of characters: 66
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Disclaimer specs:
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Font: Electrolux Sans Regular
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Font size: 22
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Font tracking: 0
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Position: Centered horizontally. Vertical align on the inside bottom safe frame
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Max no. of characters: 220
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Outro specs:
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Outro sonic logo is centered vertically and horizontaly
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Scale factor for video: 40%
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Top logo specs:
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Logo present throughout the intro and main section until closing logo appears
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Size: height = 60px
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Position: Horizontally centered. From top edge 65px
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