What is HDR video and how can it make your video content stand out?

HDR stands for high dynamic range and is a mode found on most phone’s cameras. Dynamic range is a measure of how dark and bright a camera can capture retaining detail and information. For example, a camera with greater dynamic range may capture information in the sky on a bright day, better than one with a lower dynamic range. 

This enhanced colour capture mode should in theory look more dynamic in colour and overall appear higher in quality. In the encoding of the video it states whether it is a HDR video or not, and this can be taken advantage of. On the most recent instagram algorithm update, HDR video is displayed brighter than non-HDR video, to make the most of the improved colour quality. This means that when scrolling HDR video stands out massively as it manually turns up the phone’s brightness when the video is on the display. 

We are still in the testing phase for running, shooting and exporting ads using this technique. But if this gets adopted by all platforms and works across ad running platforms it could be the most effective small change you can make to your video creative right now, to scroll stop and pop off the platforms over your competitors.