WHY DID I MAKE IT?

Last year Empress was approached by one of the world's biggest pedal companies, Chase Bliss, to collaborate on a new pedal based on a sub-mode of our (discontinued) Superdelay. This new pedal, named "Reverse Mode C", got a lot of attention so I wanted to capitalize on that buzz!

THE GOAL

I wanted to make a video that reinforced Empress' position as one of the founding companies of the boutique guitar pedal market without being cocky. 

POST-MORTEM

While I made this clip less than a year ago (at the time of me writing this), my understanding of the Instagram algorithm has deepened substantially. 

Like the longer-form content I was used to making, I set this video up with establishing shots. I now realize that they eat up about 7 seconds, which is the average view time on an Instagram Reel! 

If I were to make this video today, I would start with the music and show the title card as soon as possible in an effort to hook viewers before they get bored and scroll away.