Digital marketing

Instagram’s ⁢Ultra-Wide Reels: A Novelty⁣ Format ⁣Capturing‌ Attention – For Now

Singapore – A⁢ new,‍ strikingly narrow video format is taking over Instagram, with brands ⁤and creators ⁤alike experimenting with the 5120 x 1080⁣ pixel ultra-wide “skinny” reel. While‍ its longevity as a standard remains uncertain, the ‍format is proving effective at cutting‍ through ‍the noise and sparking engagement, driven​ by its unexpected nature.

The​ trend’s appeal lies in its disruption of‍ the typical ​vertical ⁣scroll. “The odd format makes their ⁤humour land harder,” explains Priscilla Wai, highlighting its success with pop culture ‌accounts. She⁣ adds that photographers, fashion, gaming, automotive, and travel creators are also finding ⁢success, as ​the panoramic feel effectively showcases their ‍visuals.

For brands, the emphasis isn’t necessarily on long-term adoption,‌ but​ on demonstrating⁤ agility and participation in the⁤ current conversation.”It’s less about it being a long-term format and more ‌about ​signalling that they’re swift to experiment,”⁤ Wai⁢ stated.

The opportunity extends beyond typical lifestyle categories. abdul Sani Abdul⁣ Murad, group CMO at RHB ⁢Banking Group, points to the potential for ‍traditionally “dry” sectors to ​benefit. “The obvious answer is travel, ​luxury, cars – things that⁢ naturally​ lend themselves‍ to cinematic storytelling benefit from ‌this ⁢format. But I think⁢ the bigger opportunity lies in​ categories that don’t usually get that treatment,” he said.

RHB Banking Group’s own campaign featured a blue strip ⁢with abstract red, white, and blue shapes, accompanied ⁢by text ‍proclaiming “together we adapt, reinvent, transform, reshape and innovate.” Sani ⁤explained the‌ strategy: “Banking⁣ usually lives in ‍spreadsheets. we ‌decided to give it a cinema ⁣screen instead. That mismatch catches people off⁣ guard and makes them rethink what banking‌ is really about. ‌It’s not just ​money, but progress in⁤ people’s lives.”

Though, experts are divided⁤ on whether this format will become a permanent fixture. ⁤abdul Sani⁣ believes ⁢the underlying desire‍ for novelty will endure, ⁢even if the ‍specific format fades. “formats are‍ fickle but the​ impulse behind it⁣ will stay,” he said.⁣ “At RHB, we didn’t use‍ widescreen‍ to ‌chase a trend.We used it ​as ⁤a⁤ Trojan horse: ⁣you‍ enter with novelty, but you stay​ because the⁤ story feels‍ bigger. And the story we wanted to​ tell is‌ timeless: together we progress.”

Similarly, Kong predicts the⁣ format will remain a niche creative tool, stating, “It is indeed more than a passing fad, but less than a permanent shift in strategy.”

Hajar, however, sees potential⁢ for the format to evolve into a new creative canvas. “For now,it feels like a trend because ⁤most‍ executions ⁤are driven​ by speed​ to market. But I can see brands treating it as a new creative⁤ canvas,” she‌ said, ​noting that the format’s emergence on social media, after previously‍ being used primarily for Digital Out-of-Home (DOOH) advertising, “opens up‌ room to experiment and build new‌ types of storytelling.”

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