We go square with video content for social media. People are scrolling on their mobile phones and the square video takes over most of their screen and then autoplays. We used bold graphic copy to get the message out, knowing that mobile phone viewers don’t click as much as they watch. This is true in general. People don’t have headphones in and they don’t want to disturb others who may be in the room. The whole idea of these videos is that we get the viewer to pause from scrolling long enough to be interested. We offer them a makeover in exchange for a few moments of their time. We hope they “like” some “share” and at least allow the brand to enter their consciousness.