Optimising video content for Mobile
Over 75% of videos are currently being viewed on mobile (and this percentage is only going to increase). It’s never been more important to ensure that your videos are designed and produced to match consumption behaviour on mobile.
If the bulk 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 content consumption is super fast paced: research and our own experience goes to show that many users will only watch the first few seconds of a video on mobile, so you need to make sure you have hard-hitting content that makes an impact, quicker!
- Sound is off: this is often the case for people lying in bed next to their partner, on their commute to work, in the classroom or office. You need to be able to get your message across effectively without audio.
- Frequency: most people check their mobiles multiple times per day and across various platforms. This means that there are more opportunities for you to get them to view your video.
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.
- Experiment with portrait-orientated videos – by using the whole screen you can create a more immersive experience than videos that are viewed horizontally.
- Shorten video duration – people like easy-to-digest content, therefore by keeping the majority of your video content sub 3 minutes long, you are more likely to drive greater engagement.
- Use call-to-action buttons – if your objective is to get people to visit your website, make a purchase or fill in a contact form (well done, it absolutely should be), ensure you include a CTA button at the foot of your video ad to make it easier for them to do so.
SO, HOW WILL I KNOW IF MY VIDEO IS A HIT?
The time people spend watching your video is not the best indicator of how successful your video ads are.
As a marketing manager or business owner you should be analysing your video content in relation to your objectives. A successful video will be the one that drives more traffic to your site, ups conversion rates, drives sales or increases engagement on your Facebook and Instagram pages, depending on what it was you initially set out to achieve.
Use tools like Google Tag Manager and Google Analytics to track users’ behaviour and journey once they reach your website, off the back of an advert or video that you’ve distributed on social!