“What it lies in our power to do, it lies in our power not to do.”
The popularity of mobile video content provides video producers with some unique challenges. More and more video is being watched on mobile devices with smaller screens than were traditionally used. This means that we need to think about ways to maximize video for mobile devices.
The basics of telling your story will not change but mobile video content requires some subtle refocusing of the video production process. The short attention spans inherent with mobile devices means we need to produce content that is an attractive viewer proposition on small screens.
Before you create your mobile video you need to think about the following 5 areas.
1.Set An Objective For Your Mobile Video Content
The number one thing to know is what you want your mobile video content to achieve. What is the goal that your brand has set for your mobile video strategy? This is what defines what type of mobile content that you want create and where you want to distribute it. Knowing your goal points you in the right direction for who your audience is and where they are likely to reside online.
2.Keep Your Video Content Short
Mobile users by their very nature are consuming video content between other tasks as they go about their daily activities. They may in fact be even trying to multitask and thus it is hard to get their full attention. This means you need to keep your mobile video content short and to the point. The less user time taken the more likely you are to deliver your message or story.
Since we know mobile users have short attention spans we need to ensure our mobile video content is not only short but also to the point. Keep your story simple and easy to understand. Your audience only has a small screen so keep the visuals clean and the screen area uncluttered. The easier you make it for your audience to consume your content the more chance you have of inspiring them to take further action.
3.Use Strong Visual Imagery
The more eye-catching the visual images are the more likely it is to make an impact on viewer. Think about using visual imagery that sells your story or message. If the imagery does not support your story it should be left out, as it is surplus to requirements. Every single image should have one purpose only and that is to tell your story.
“It is quality rather than quantity that matters”
Lucius Annaeus Seneca
Remember the medium you are using and always review your final mobile video content on multiple mobile devices before approving it for distribution. You would be surprised how well a video will look on a large screen compared to a mobile device. Your video may need to be edited with a mobile device in mind to achieve the best mobile experience for the user.
Mobile video content may present some unique production challenges. It does however present new marketing opportunities as it expands the time available to tell your story.