APR. 20, 2017:
From big brands and small businesses to influential individuals, everyone understands the importance of video in the digital age. Hubspot started the year with a whole article dedicated to the format as a content marketing strategy, in response to its rising popularity in 2016 and software company HighQ’s infographic naming 2017 ‘the year of video marketing’.
However, it’s no longer just a case of understanding how to make videos, but rather how to make the right kind of video for the right platform. In a recent article on The Drum, the marketing website explains that ‘the way audiences consume video content is changing.’ A mobile-first attitude is increasingly used for any online medium, and it’s time to apply this to video creation.
This conclusion comes from Cisco’s latest annual Visual Networking Index forecast (VNI), which states that mobile data traffic has grown 400-million-fold over the past 15 years and that by 2020, it is projected that 75% of mobile traffic will be video content; meanwhile YouTube reaches more 18-34-year olds on mobile alone than any US cable network, and Facebook is currently driving 8bn video views per day.
Are you making the most of mobile video marketing? Here are four tips to doing it right:
1. Keep It Short (But Sweet)
Mobile videos are generally shorter than desktop – you want to cater to your user, who might wish to conserve data, multitask, or have a limited amount of time because they’re watching while on the move. If you’re producing for a platform like Facebook (the social-media website suggests ‘three seconds constitutes a video view’), you’re also competing for attention with other content, so you’ll want to cut to the chase and get your point across right at the start.
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2. Think Vertical
This literally means you need to consider the shape and size of your audiences’ phone screen. Studies suggest that vertical or portrait (as opposed to square or landscape) content has a higher number of views and share/engagement rate. Snapchat, for example, claims that ‘vertical ads are viewed to the end nine times more frequently than horizontal ones’.
3. Less Is More
Sometimes your video won’t be viewed in fullscreen mode – suddenly those fancy graphics and distracting text overlays do nothing but distract from what you’re trying to say. If you don’t want to change your creative approach and prefer your videos to be experienced on the big screen, then you can always devise teaser videos with less clutter for mobile.
4. Say It Without Sound
This may seem impossible for a beauty vlogger – your voice is your personality, right? But mobile viewers will often watch your videos without sound, whether that’s because they’re out in public or already listening to something else, like music. Using clear, concise visuals or subtitles can increase viewing rates on mobile videos. It’s time to think about how this audience can appreciate your content with the volume turned down.
Do you have a mobile strategy? Share your tips in the comments!
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