Nickel Media: Successful marketing in 9:16 format

Sabrina, Tobias, how did you and your agency come to specialize in the development of advertising and brand videos in 9:16 format?

Sabrina: We both worked for years as video journalists at a media company in Munich, where we were responsible for developing mobile content. We kept asking ourselves why we should shoot videos in landscape format. The vertical format seemed to make more sense to us, as it offers smartphone users an optimal user experience.

Tobias: I later moved to a production company for advertising videos. The choice of format wasn't an issue there either. We produced 16:9 videos from which we cut out clips for social media. Many filmmakers also refused to change the format for aesthetic reasons, as 9:16 was supposedly not suitable for creating attractive visual worlds.

So you have recognized a gap in the market.

Sabrina: We recognized early on that what others consider unnecessary or reject for artistic reasons could be our focus. As most people use their smartphones around the clock, we wanted to be present with customized and high-quality content.

In 2020, you founded Nickel Media.

Sabrina: Exactly. Before that, we each set up our own business alongside our permanent jobs during a test phase and implemented projects together; also to find out how well we work together as siblings.

It was certainly a special constellation.

Sabrina: Absolutely. It helps that Tobias has the most fun behind the camera – as a producer, director and motion graphics designer. I, on the other hand, like to take care of the conceptual side of things and prefer to be in front of the camera. We complement each other wonderfully.

How has the demand for 9:16 videos developed for you in recent years?

Sabrina: From 2015 to 2020, we were able to cope with the demand alongside our full-time jobs. From 2020 onwards, it has really taken off. The number of our employees has grown from two to twelve in the last three years.

Tobias: In the beginning, we had to explain a lot and fight for the format, especially for people with little social media experience. Now there is more understanding. Nevertheless, it still depends on the individual contact persons and departments. Marketing departments are usually more in tune with the times than other departments.

To put it simply: smartphones are quickly filmed and converted into a traditional format. Is this action really decisive for or against accessing a video?

Tobias: Studies actually show that many users find the effort too great. On social media channels, they tend to scroll in the traditional way. They don't want to change their hand position for individual clips.

Sabrina: Most users have switched off automatic rotation in the settings anyway. In this case, a horizontal video does not rotate and does not unfold its full effect.

How should videos in the 9:16 format be designed to achieve a positive effect?

Sabrina: Content trends change quickly. That's why we try to create trends ourselves while keeping an eye on the different platforms to be able to react to trends. Ideally, the content should fit harmoniously into the respective platform. Users should be able to identify with it. It's about a personal, authentic approach at eye level. This increases trust in the advertised brand. In addition, the focus is on the question of added value for the target group in terms of content. Favorite topics, values and interests form the basis for this.

What role does declining user attention play?

Tobias: The average attention span of internet users has actually fallen from 3 to 1.75 seconds in recent years. That's why it's crucial to start with something interesting. At best, the first few seconds give an idea of the overall content. If a video turns out to be an advertisement, it will be clicked away.

Can traditional media benefit from the use of modern 9:16 clips?

Sabrina: The media worlds influence each other. We are responsible for the social media presence of the TV food format "Sweet & Easy – on Tour" on Sixx, which I present myself. It's important to offer the usual added value on social networks without anticipating too much of the TV episodes. We achieve this, for example, with inspiration from the cities we visit or the dishes presented, combined with quizzes or recipe links. In the show, I point out the online content. Both channels arouse curiosity about the other.

Which brands are best suited to the smartphone format?

Tobias: The format is suitable for all brands that want to be relevant in the medium and long term and should therefore use every social media platform. Consumers no longer only search for products via Google or online stores, but also via social networks – and increasingly older generations too.

Which projects are you particularly proud of?

Tobias: A highlight for me was the TikTok campaign for McDonald's Germany's 50th anniversary, where we were able to stage the employees' new outfits. On set, I worked as a director with a professional team of 40 people, including pop singer Lukas Rieger. We combined the filmed scenes with the typical TikTok style with surprising transitions. We created an extensive script with various outfit changes. Shirts from older decades also played a role. The elements of the new outfits appeared on them in an original way.

Sabrina: We flew to the Azores for Google and Media Markt and accompanied creators there as they tested the functions of the Google Pixel phone. With smartphone in hand, they abseiled from wind turbines, jumped down waterfalls and swam with dolphins. They used the footage to bring the device's functions to life.

How do you benefit from the location of Munich and Bavaria in your work?

Tobias: Having grown up in the Hallertau region, we have our Bavarian roots in our hearts. One Bavarian client is the family-run Schneiders Weisse brewery, for whom we were able to provide media support for the company's 150th anniversary celebrations. Our office is also located on Marienplatz. We use the roof terrace with its great view for filming.

Sabrina: Last year in particular, we noticed how much people are attracted to Bavarian culture and the Oktoberfest. We had more customer appointments at the Oktoberfest than ever before. Great partnerships have developed.

Let's look ahead: Will formats become detached from their end devices? On which screens will we see 9:16 videos in the future?

Tobias: In the long term, we will move away from traditional screens and formats. More flexible solutions will come to the fore, such as virtual reality glasses. These devices are becoming more and more technologically sophisticated and at the same time visually inconspicuous.

Sabrina: Insiders in the field of ophthalmology have told us that the technology is so advanced that chips can be implanted in the eye. The chips are just not mature enough yet. In combination with tiny storage centers and artificial intelligence, new forms of visualization are emerging.