POV turns the camera into the viewer's eyes. Done well, it puts the person inside the scene in two seconds. Done badly, it is the format that reads fastest as advertising dressed up as a trend.

When it genuinely works

When the viewer recognises the situation: POV of someone opening the parcel they were waiting for, arriving home after work, looking for something at the supermarket. The situation has to be common and specific at the same time. If it is generic, it does not hook.

When it looks ridiculous

When the brand writes the POV from its own wishes: "POV: you discovered the best product on the market". Nobody talks like that and it shows instantly. POV is written from the customer's situation, never from the sales argument.

The camera has to move like a person

Handheld, at eye level, with the natural movements of someone doing something. A POV filmed on a tripod and stabilised loses exactly what made it POV. Imperfection here is not a flaw, it is the definition of the format.

On screen text is part of the format

The line at the top defines the whole scene and is often the only thing read. It has to be short, in the first person and free of brand jargon. Write it before filming, not after, because it shapes what gets shot.

What to ask the brand for

Freedom over the situation. A POV written by the marketing department almost never works, because the value lies in sounding like something that happened to a person. If the brand insists on exact wording, offer a different format instead.

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Frequently asked questions

Where is a POV written from?

The customer's situation, not the sales pitch.

Filmed on a tripod?

No, handheld at eye level.

How much on screen text?

One short line, first person.

What if the brand writes the text?

It usually fails, negotiate freedom instead.