With more and more people turning to their phones for entertainment, the age of vertical video is here. Brands looking to tell stories and to drum up engagement are starting to view vertical video as the primary stage for their content. With more people turning to vertical screens to view content, brands have had to pivot from traditional approaches to marketing and content creation.
This premise is clear with “Best in Class with Xfinity,” the new vertical, social-first competition series from NBCUniversal, based on a concept by Carmichael Lynch. Created as a vehicle for Xfinity and its parent company Comcast, “Best in Class” is hosted by sports personality Katie Feeney and pits six college-age content creators against one another in a series of creative challenges. The winner receives a $100,000 Xfinity brand partnership.
“Best in Class” was directed by Director Zane, founder of Zane Productions, a company currently leading the way in vertical productions. Zane Productions helps brands reach audiences who have come to expect vertical video entertainment that goes beyond simple advertisements.
“We prioritize engaging hooks, good pacing, dynamic captions, and retention,” explains Director Zane.
Thinking vertically: Showcase stories in a new way with vertical video
“Best in Class” is the first series from NBCUniversal’s branded entertainment division, Rock Studios. It shows that large companies are willing to take a chance on social-first content as a programming strategy, not just for advertising purposes.
Serving as an important platform for Xfinity, “Best in Class” highlights not only the technology company’s excellent connectivity for content creators but also the viability of vertical video productions as a vehicle for entertainment and market engagement. The social-first production features quick, weekly episodes that aim to bring new, younger customers to Xfinity who are looking for the best internet connectivity for their content-centered careers and hobbies.
Vertical storytelling that feels spontaneous and polished
Zane Productions’ team of award-winning creatives has fully embraced the rise in popularity of vertical video production, giving them a deep understanding of what big brands like NBCUniversal are looking for.
“When you’re trying to reach someone who is quickly scrolling, your content needs to have a clear story with eye-catching visuals, but still feel spontaneous,” explains Director Zane.
Today, Zane Productions has made a name for itself among a new generation of filmmakers and directors as experts in vertical social content and short-form video narrative productions that are designed for a mobile-first audience. The essentials of social-first storytelling are always a priority.
“The concept has to make sense, even if someone doesn’t have the audio on. You have to decide what you want to be the center of the frame and, most importantly, what is going to capture the audience’s attention so they don’t just scroll by,” Director Zane explains. “We are treating vertical as a strong visual language with entertainment at the center, rather than simply cropping horizontal content into a vertical format.”
Zane Productions focuses not just on creating one-off projects, but on helping brands with evergreen content by creating entire content ecosystems. The company takes the approach of one shoot creating multiple deliverables, including social-first vertical videos that brands can use on vertical-only platforms such as TikTok.
Vertical video with other formats
Zane Productions has a portfolio that reflects a broad range of creative work, optimized for mobile viewing, that brands need. Its vertical filmmaking for household-name brands such as Hyundai, UFC, Cisco, and Adidas works alongside other formats such as music videos, broadcast productions, commercials, and other branded content.
The rise in popularity of vertical video content does not mean that brands will abandon television, streaming series, or conventional advertising methods. “Short, social-first productions are simply another entry point that can complement longer-form content and broader campaigns,” says Director Zane.
It is the customer journey that interests Director Zane. Given that Zane Productions offers everything from commercials to music videos to vertical video productions, it has seen the customer journey firsthand, where customers discover something through a short-form video, follow the creator, and discover other content through that same creator.
While the way content is viewed may change, the experience remains connected.
“Best in Class” and the future of media
The way people consume media has changed, and social media is largely to thank for that. Brands are increasingly turning to vertical, social-first productions to reach the social media-native generation and expand their customer bases.
With “Best in Class,” NBCUniversal and Xfinity are leaning into where media is headed. The familiar format of reality shows has been adapted for where young audiences are.
For Zane Productions, vertical video productions are the perfect way for brands to attract attention, drive consumer retention, and convert people on mobile devices. Everything it offers is built from the ground up with how people consume content in mind. Together with its brand partners, Zane Productions is creating pathways to better engagement and audience connection.
“Best in Class with Xfinity” debuted on August 5th on Xfinity’s TikTok and Instagram platforms.
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