Social video (short-form)
A social video is a short, usually vertical video for platforms such as Instagram, TikTok, Facebook or LinkedIn — made to win attention within seconds.
In the feed, the first seconds decide whether someone keeps watching. That is why good social videos start with the strongest moment: a surprising image, a question or the result.
Many videos are watched without sound — subtitles and on-screen text are therefore a must. The format is usually 9:16 vertical; length and tone depend on the platform.
For Candli, for example, a promotional video for Instagram and TikTok was created; for Café Moritz and La Corona, video content shot on site.
What to look out for
- Set a clear hook in the first seconds.
- Shoot vertically and respect the safe area for platform elements.
- Add subtitles and on-screen text.
- One message per video instead of everything at once.
- Test several variants and compare results.
Common mistakes
- Logo and a long intro come first — viewers are gone.
- Landscape videos with black bars in the feed.
- Important content sits where the platform overlays buttons.
Frequently asked questions
As short as the message allows. For many purposes a few seconds up to about half a minute is enough; what matters is that the hook comes immediately.
Not always. Authentic smartphone footage often works well — what matters are light, sound, a clear hook and subtitles.