The Prince Gallery Tokyo Kioicho hotel unveils a new sweet that can change its appearance in around 10 seconds so guests can enjoy shooting footage of it. (Video by Takeho Morita)

With social media devotees increasingly shunning eye-catching photos in favor of video posts, businesses are competing to grab their attention with “moviegenic” set pieces in hopes of going viral.

Behind the latest trend apparently is people’s eagerness to stand out on social networking sites (SNS) with more than just good photographs.

The Prince Gallery Tokyo Kioicho hotel unveiled on Feb. 21 its new sweet covered with spun sugar from which an apple-shaped cake will appear when a hot fruit sauce is poured on it to melt the cotton candy.

The unique cake, ideal for short videos as it can transform quickly in around 10 seconds, is available at the hotel’s lounge bar on set menus with other dishes and tea for 4,500 yen ($41.83).

“(Footage) can realize expressions different from photos,” said the Prince Gallery Tokyo Kioicho official in charge of publicity. “The word ‘moviegenic’ has become a keyword especially among young women.”

According to the operator of Instagram, a photo-sharing website that had 20 million users in Japan as of October 2017, the number of video posts made globally quadrupled in a single year up to June 2017.

The practice has become as popular in Japan as in other parts of the world, likely because such posts will be automatically deleted in 24 hours on the site, allowing people to upload their footage more easily, Instagram officials said.

A 21-year-old female university student in Tokyo said shooting movies is easier than taking pictures.

“I have to snap photos from good angles and process the taken pictures beautifully,” she said. “It is easier to simply take movies.”

Enticing those SNS lovers to post footage of their products will prove helpful for companies to promote their goods and services.

A restaurant in Tokyo’s Roppongi Hills commercial complex sold a chocolate dish that melts to change its appearance when a hot sauce is poured around Valentine’s Day, while the Hilton Osaka hotel in January began serving sweets on a rotating table at its buffet-style restaurant.

A growing number of eateries are also promoting their products, such as a one-pot meal featuring melting cheese, by describing them as moviegenic.

Not only restaurant operators but other companies are making efforts to win over SNS-conscious customers.

Travel agency ANA Sales Co. in February released a diving tour that will allow participants to download one-minute movies of them shot by drones for SNS posting.

An ANA Sales public relations official said companies are now making the shift to moviegenic services and products, likely because too many goods and services have been released to enable customers to take good pictures.

“The market has become saturated with photogenic products, and moviegenic services are gaining in popularity,” the official said. “We will market trendy products prior to other businesses.”