Brands are Quick to Try Video Time-Lapse Hyperlapse App

Mobile video editing has picked up the pace thanks to a new social app. Hyperlpse is a new app from Instagram that lets users convert mobile video into time-lapse. The iOS app (what about Android?) is intended to turn shaky videos into high-quality clips, which should satisfy marketers who already employ Instagram and Facebook to create fun, short content but want videos to look a bit more polished. Don’t forget that brands can now show off more of their products and culture since the sped-up clips contain more content.


Brands Moving Fast with Social Video

Initially, most brands trying out the social video app seem to be focused more on playing around with time and scale to see what all they can pack into a 15-second clip. However, some brands started off in the fast lane and had quick success already using the fast-moving images alongside clever copy. Despite the risks, brands that did choose to take the plunge were frequently rewarded with thousands of likes.

Naked Juice posted a video of everyday people “rushing “past a (supposedly) naked person, with the simple caption, “Don’t let life pass you by, get Naked. #Hyperlapse” This promotion leaves a lot to the imagination.

Bud Light had fun with some play on words for their first Hyperlapse. Showing a cooler filled with ice-cold cans of their alcoholic beverage “quickly” being emptied by thirsty fans, their copy read: “Those went fast. #HyperLapse” Get it?

Mercedes USA got straight to the point with their Hyperlapse. Show off your beautiful product. The camera completes a 180 degree loop of a striking CLA250 before it speeds off down the road. Bam! The end result is more fun and playful than a traditional image of the car.

Oreo (again) proved their social creativity. To bring its #MiniDelivery program to life, Oreo is using Hyperlapse to share video content from the brand, but the company is also sharing videos from fans who received the special deliveries. The example below from fan @ashleighmn allows other fans to experience the special moment of unwrapping the cute mini package with her.


Racing Into Quick Videos

With mobile apps such as Instagram, Vine, YouTube and dozens of miscellaneous video editing tools (some already on most phones), video enhancements for any social media marketer are no longer an issue. You don’t need expensive camera equipment, only a mobile device in your pocket. If your brand has been making cautious ventures into the video space, you haven’t given it a go because you’re waiting for that professional videographer budget to be approved, or you want a good way to edit videos in-the-moment at events, give Hyperlapse a try. It’s cheap and simple.

However, there are a few pointers to keep in mind when shooting on a small handheld device to ensure you have the best professional quality possible. Give these tips a go:

1. Think Before You Shoot
First and foremost, does your brand need time-lapse video as part of its strategy? The notion of fast videos is always fun, but your brand’s visual storytelling message must be top of mind.

Does a video at 12x the speed really have the power to carry a narrative? Brands should look to redefine the element of time-lapse, rather than simply use Hyperlapse to re-create it.

2. Get the Set Up Right
Any time-lapse looks best when the camera is stationary. You don’t necessarily need a mini tripod for your phone; find a level place to set your phone or use a wall to steady your hand.

Lighting plays a (fun) factor, too. You can choose a consistent light source or one that gradually changes, for example, to show day turn to night. Fast back and forth changes in light can have a psychedelic effect on your final viewing experience.

3. Time-Lapse Is Not Stop Motion
Don’t think of Vine or claymation movies. That’s stop motion or going frame-by-frame. With time-lapse, you should avoid a shallow depth of field or detailed shots.

You want a substantial depth of field when using Hyperlapse. The camera cannot process a change of focus so quickly if you are too close, and your video will come out blurry and unprofessional if you have stop motion in mind.

4. Where to Share
Vine was the first popular social video-sharing app limiting files to 6 seconds. Then Instagram incorporated video with files up to 15 seconds. Both platforms shoot in a square preview. However, Hyperlapse shoots in full-frame either horizontally or vertically.

When you’re ready to post your final time-lapse, think about where you’re posting. Facebook will allow for the widescreen landscape format, but Instagram constrains the export to the square format. You should keep that in mind as you are shooting.

Frame your shot by keeping the subject in the center if you plan to post to Instagram, as there are no guides to establish a square frame. If posting to Facebook, there’s no need to worry about edges being cut.


Show and Tell

Have you started experimenting with Hyperlapse? Share your latest speedy creation or favorite brand example in the comments below. What tips would you give marketers that are looking to expand into social video content?

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