Format
A format is a repeatable structure for a short video that many creators can reproduce: a mother format is the core, and a sub-format varies it.
- Also called
- mother format, sub-format, core format, content format
What it means
A format is the structure of a video, not its topic. Many creators can repeat it with little effort. A good mother format shows quickly why the product matters and gives the viewer a reason to try it.
A mother format is the core structure. A sub-format is a variation inside it: a different opening, another use case or a new way of presenting. In a high-volume UGC campaign we start with a few mother formats. Then we test sub-formats, so we do not start from scratch each time.
Each week we compare formats across many posts and creators. A format that draws interest in the app stays. A format that only draws views is revised or replaced. One popular video is not enough to judge a format, for or against.
In this sense, a format is not a file type such as MP4, and it is not a video size.
Example
Two creators film the same mother format about one app. One opens with a question and the other with the app on screen: two sub-formats of one format.
Related terms
Hook
A hook is the opening of a short video: the first line or shot that gives a viewer a reason to keep watching.
High-volume UGC
High-volume UGC is a campaign in which a selected group of creators post short videos about one app every day, on pages dedicated to it.
UGC creator
A UGC creator is a person who films original short videos about a product they use and posts them, following a brief from the brand or agency.
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