POV: what it means and how to use it on social media and in emails
The social media format that puts the viewer inside the scene, and how to bring it to your emails
POV is short for point of view. On social media, especially TikTok and Instagram, it introduces a video, a photo or a meme in which the viewer steps into someone’s shoes in a specific situation.
A typical example: “POV: it’s Monday, it’s 9 a.m. and your boss says ‘just one quick thing'”. Nothing else needs explaining. Whoever sees it understands that the scene is being lived from the inside.
What does POV mean?
POV comes from the English point of view. Depending on the context, it can mean different things:
| Context | What it means | Example |
|---|---|---|
| Social media | A situation seen from the inside, as if you were living it | “POV: you get home and it smells like croquettes” |
| Film and video | Point-of-view shot: the camera shows what a character sees | A scene filmed through the main character’s eyes |
| Literature | The narrator’s point of view | A novel told in the first person |
| Debates and opinion | Someone’s opinion | “From my POV, the idea doesn’t work” |
The social media use comes from film. A POV shot shows what a character sees, as if the camera were their eyes. TikTok took the idea and turned it into a short video format.
What does POV mean on TikTok, Instagram and WhatsApp?
On TikTok and Instagram, POV almost always appears at the start of the video, like a title. It lets the viewer understand in a second which role they should watch the scene from.
There are several types of POV videos:
The one that makes you the main character. “POV: you’re the last one to leave the office and the power goes out”. The camera acts as if it were you.
The one that puts you in someone else’s shoes. “POV: you’re the cat and your owner is back from holiday”. The video is filmed from that character’s point of view.
The one that describes a relatable situation. “POV: your mum says there’s food at home”. Here the humour lies in the fact that we’ve all been through something similar.
On WhatsApp and in messages, POV is usually used the same way, to introduce a photo or a meme. You may also see it meaning “my opinion”, although that is less common.
Want to try a subject line with POV?
Compare it with another one in a free A/B test.
How brands use the POV format
The POV format works well in marketing because it’s short, easy to film and very recognisable. It also puts the customer at the centre of the story.
Here are some ideas many brands use:
| Type of business | POV idea |
|---|---|
| Online store | “POV: your order arrives a day earlier than expected” |
| Restaurant | “POV: you order the usual and the waiter already knows” |
| Gym | “POV: it’s your first day and you don’t know how the machine works” |
| Software | “POV: you automate the task you hated most” |
| Training school | “POV: you pass the exam you struggled with so much” |
The key is that the situation feels real to your customer. If you have a clear idea of your buyer persona, it won’t be hard to find moments they’ll recognise straight away.
As with the rest of internet slang, it’s best not to force it. If your audience doesn’t use TikTok or Instagram, they may not understand the format.
POV in email marketing
The POV format can also be brought to email, especially in the subject line. It puts the reader inside the scene and sparks curiosity. Some examples:
| Type of email | POV subject line |
|---|---|
| Offer | POV: you open this email and get 20% off |
| Welcome | POV: you’ve just joined the best newsletter in the industry |
| Abandoned cart | POV: your cart is still waiting for you |
| New arrival | POV: you’re the first to hear about the new collection |
| Event | POV: on Thursday at 7 p.m. you learn something that makes your day |
Inside the email, you can use the same idea to tell a success story from the customer’s point of view. It’s a very simple form of storytelling.
Before sending it to your whole list, test the subject line with an A/B test. That way you can check whether your audience understands it and opens it more than a classic subject line.
How Mailrelay helps you
With Mailrelay you can try the POV format in your campaigns without taking risks:
A/B testing. Compare a POV subject line with a more direct one on part of your list and send the winner to the rest.
Segments. Send emails with a more youthful tone only to the people who fit that style.
Visual editor. Add GIFs, emojis and images to go with your story.
Statistics. On the free account and on the Enterprise plan you can see the opens and clicks of every send.
And with the free account you can send up to 80,000 emails a month to 20,000 contacts, with human support on every plan.
Tell stories through your customer’s eyes.
Up to 80,000 emails a month for free.
Frequently asked questions about POV
What does POV stand for?
It stands for point of view.
What does POV mean on TikTok?
It’s a video format in which the viewer steps into someone’s shoes in a specific situation. It usually starts with “POV:” and a sentence describing the scene.
How do you pronounce POV?
It’s read letter by letter: “pee, oh, vee”.
What is a POV shot?
It’s a film or video shot recorded through a character’s eyes, so the viewer sees the same thing they do.
Can I use POV in an email subject line?
Yes, if your audience knows the format. It works well in emails with a friendly tone. Try it first with an A/B test.