Brands, instead of focusing on reach, focus more on quality engagements that are immersive. They do so through stories. SnapChat uses vertical disappearing videos. It is there on Facebook too. Stories have become the primary way to share things with family and friends. Social media is shifting from text-based communications to truly mobile networks. They capture in-the-moment experiences.

In India, the digital agencies mistakenly believe that the visual stories of TV are being seen on smart screens. They are digitally shot and are released on YouTube and later viralised on Twitter and WhatsApp. They are at times promoted on Facebook and Instagram too. But these are different from the stories of the social media.

Clients too do not understand the medium. Most creatives even today are shot in horizontal format. However, the content is eventually viewed and consumed in vertical format. Therefore the content must be shot vertically.

Social media offers a combination of video, text, pictures, blurbs, emojis, doodles and animations. In India, we concentrate on video. Then there are features like ‘highlight’, ‘swipe-up’ and ‘UTM codes’. These provide greater interactivity and brand push. Most digital designers ignore this. Story telling is passe. They should be brand-centric and interactive. They highlight ask-and-sell (tell the travel destination), pre-sell and sell-out.