With more and more apps such as Snapchat and Instagram being developed specifically for mobile, brand marketers are looking to master engagement on smaller screens. Prior to mobile’s inception, video and TV content was created responsively, so the type of TV on which the content was viewed, whether it be standard definition, high definition, small screen, or big screen, was irrelevant. This was complicated, however, by the introduction of mobile devices, as the manner of how the video was created and displayed became increasingly important.
Creating appealing video marketing content in the right format is key. With vertical video creating a storm, engagement occurring across multiple channels, and the emergence of advanced personalization, the video landscape has never been so complex. Nevertheless, with a clear understanding of all the elements—there is no reason not to create mobile video marketing that leaves consumers wanting more.
1. Vertical vs. horizontal
Imagine the mobile videos that you watch every day. How are you holding your phone when you watch them? Research shows that 94% of the time, users hold their phones vertically, meaning that horizontally-created videos are viewed with huge black spaces at the top and bottom of the screen. The user is left with the choice to either zoom in on the video and miss out on content, or view the video in a significantly smaller format.
While channels like Snapchat are already displaying vertical video exclusively, this type of video requires a different mind-set and the creation and editing is vastly different from other formats. However, with the user experience at stake, adapting to vertical videos should be a question of when, rather than if.
2. Make it interactive
With mobile set to drive a 19.8% increase in online video consumption, brands putting these devices at the forefront of their digital strategies is a no-brainer. Even so, video is only one part of a wider campaign and can often lack direct engagement, acting as a static viewing tool. By adding interactivity, video can help viewers make informed decisions and even set them on a direct path to purchase. Simple additions to mobile videos like product recommendations and store locators can quickly transform a once-passive medium into an instant e-commerce experience.
Additionally, integrating the growing presence of social media into a campaign can significantly drive interaction and encourage users to share their experiences amongst friends and followers; driving reach and increasing engagement.
3. Prepare for personal
Consumers expect the best experience possible. An interactive, vertically-aligned video experience on mobile is great, but they want an experience that is tailored to them. By optimizing videos that leverage data such as location and weather targeting, consumers can experience content that is not only more relevant, but that also relates to them in real time.
With so many options to consider when creating video for mobile, it is clear that mobile video marketing is finally coming into its own. Keeping pace with the technological changes that have already happened and that are set to continue is vital in this field; anyone who doesn’t adapt will simply risk losing out. Consumers know what they want from brands, and they won’t be satisfied until they get it.
For more information on interactive and personalized video, download our Marketer’s Guide to Advanced Video ebook.