Our eyes are undergoing a fundamental transformation: accustomed from time immemorial to enjoying entertainment in 16:9 (horizontal) format, and complicit with the increasing attachment to the smartphone, we have come to an almost total enjoyment of 9:16 (vertical).
Because that's what it's all about: entertainment, and TikTok is setting itself apart from other social platforms as a benchmark for entertainment for the younger generation.
Also at the center of this communicative change is COSMIC, the first Italian digital marketing agency focused 100 percent on the vertical short video format.
Founded by Eliana Salvi just over a year and a half ago, in a short time COSMIC's achievements have literally reached the moon: designated as the first Official Creative Partner of TikTok in Italy, the Milan-based agency counts in its portfolio collaborations with brands such as Spotify, Etro, Vibram, Xiaomi, Estée Lauder Companies, Bolton, Miroglio and many others.
Proposing entertainment is key to breaking the wall built by Generation Z against traditional advertising. These young people, no longer identifying with other platforms such as Facebook and Instagram, are highly selective about messages and spokespersons.
Studies show how brands that offer storytelling and entertainment with familiar faces on platforms instead of pure advertising with logos in plain sight have a greater chance of breaking the barrier and getting the message across.
COSMIC's secret lies in its young and dynamic team: a team whose 80 percent is composed of under-30s with a strong female presence and able to best understand platform trends and rising creators, with the aim of proposing them to its portfolio of clients in order to stay ahead of the curve.