With over 75% of worldwide videos currently being viewed on mobile (and this percentage expected to keep rapidly increasing) it is important that your videos are designed to match consumption behaviour on mobile. Depending on your business type this will be more important for some brands than others, but it is definitely a skill that all brands should be developing. If most of your target audience use mobile we suggest that you dedicate the most part of your budget to optimising adverts and videos for this device.
First off, for anyone wondering why you can’t just use the same ads you use elsewhere here are three reasons:
Mobile is faster – often people will only watch the first few seconds of a video on mobile, so you need to make sure you have content that counts on screens quicker.
Sound is off – this is the case most of the time as people don’t want to be playing videos out loud when they’re at work or on the go. You need to be able to get your message across clearly without sound.
Frequency – most people check their mobiles multiple times per day and across different platforms. This means that there are more opportunities for you to get them to view your video.
Budget permitting, try and design video content specifically for mobile. Try to design your mobile content to compliment any another content you have for other devices.
Here’s our top tips on optimising video for a mobile audience:
- Do something to grab your audience’s attention – show them a problem they relate to, connect to their emotion and show them your solution.
- Include captions and subtitles – Facebook and Instagram videos are on autoplay, but are muted. Ensure that people can view your content whether they have sound on or off so that they can fully digest your content.
- Create vertical videos – by using the whole screen you can create a more immersive experience than videos that are viewed horizontally.
- Shorter videos – people like easy-to-digest content, therefore by keeping videos under 3 minutes long you are more likely to get higher engagement.
- Use call-to-action buttons – if your objective is to get people to visit your store or website, include a CTA at the bottom of your video ad to make it easier for them to do so.
How can you tell if your video is a hit?
The time people spend watching your video is not the best indicator of how successful your video ads are. Instead, you should be looking at them in relation to your objectives. A successful video will be the one that drives more traffic to your site, ups conversion rates, or increases engagement on your Facebook and Instagram pages, depending on what it was you were hoping to achieve.
Another key thing to note in light of this is that your website should be video and mobile optimised. Having a desktop-only marketing strategy is going to put you at a serious disadvantage nowadays. Try to have content and a website that work well with both and compliment one another.