A fully fledged marketing strategy needs to include content if it is to be successful. How video is consumed is crucial, and as mobility is starting to truly dominate, companies need to realise that it is becoming the device of choice when accessing video.
People are watching more content on the go, so it needs to be easier to consume and correctly configured. It’s important to plan a content calendar and ad rollouts.
There are also technical aspects to consider, such as formatting for vertical phone screens, simplifying the message, making videos shorter and also being able to play it in silence. It basically requires smart use of typography and visuals.
How to handle a monetised video
Those who watched a certain percentage are targets, and you don't want to lose the opportunity to convert them while they are using their device.
There are other options such as working in silent or near-silent conditions, being easy to follow, getting to the point and engaging designs.
Facebook’s creative guideline changes were proof of the importance of mobile design. By recommending a 1:1 video format, completion rates of cropped clips increased by 67%.
In addition, Buffer reported that square-shaped videos take up 78% more space in a Facebook News Feed, giving content a better chance to get noticed.
Understanding video in the mobile space
Netflix and Amazon kick-started the popular trend, underpinning the importance of featuring video in a content strategy. Facebook also responded with Facebook Watch, addressing the popularity of social viewing.
Building a community is important to brands. To ignore the impact of video on a mobile device is too risky. From inception, videos bring advantages to SEO rankings, and if you consider that research states that a human’s attention span is shorter than a goldfish, it is clear that impactful mobile videos have a great future.
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