Higher quality smartphones and mobile devices, along with faster internet connections have led to the rising consumption of video on mobile. Marketers now need to create video for mobile as well as desktop viewing.
YouTube has recently reported that mobile video consumption rises 100% every year and research suggests that 58% of smartphone users watch shorter videos on mobile every day.
Mobile video consumers are also of the caring kind, with 92% of them sharing videos with others.
To help you figure out the ins and outs of video for mobile, we racked the brain of The Deli Agency’s Josh Marshall (@joshmarshtv) for his top Dos and Don’ts.
Video for Mobile DOs
1. Film your video knowing that people will be viewing it on a small screen!
2. You can use vertical video for special situations or for filming people up close during an interview. But do not, for heaven’s sake, EVER change from vertical to horizontal or vice versa in the same video! Always keep in mind what you want your audience to experience while watching your video.
3. Keep in mind that mobile device users have even shorter attention spans, than their desktop counterparts.
A) Make the first few seconds count! You only have a few seconds to grab and keep your audience’s attention. If your content isn’t up to scratch, they move right on.
B) Make your video short! According to Rhythm One Insights, 30-second in-stream mobile video ads have an 88.3% completion rate. So shorter the better – try not to exceed 2 minutes if that’s possible.
C) Keep file size small to decrease load time and ensure viewers actually get to watch your video!
4. Video for mobile should always be optimised for online playback. Export it only in H.264 or MP4 – any other format and your video won’t play properly on mobile (or online in general for that matter).
5. And last, but not least, upload your video to YouTube or Vimeo, and if under 60 seconds, also upload to Facebook, Instagram and/or Twitter.
62% of mobile viewers find video content through YouTube and 42% via social networking feeds.
So make sure your video is on at least one (if not most) of these platforms.
Video for Mobile DON’Ts
1. Don’t film complicated content like, small and intricate things, stuff that’s far away or something that’s hard to make out. Watching on small screen, viewers won’t know what’s going on and they’ll tune out.
2. Don’t use lots of graphics and words, let the images do the talking.
3. Don’t rely on audio when creating video for mobile. Your audience will most likely be on the move while they’re watching (on a train, at the office or out in public) – they might not be able to hear much of your video. If you’ve relied on audio to tell your story, it’ll be lost.
4. Don’t upload video for mobile natively into your website – it will not play correctly. Responsive sites will allow you to embed videos from YouTube or Vimeo allowing for a positive mobile viewing experience.
5. Don’t make it generic, long or boring – as discussed above, the online content space is highly competitive and videos need to cater to short attention spans.