Did you know …
51% of all video plays happen on mobile devices.
That’s a 203% increase from 2014.1
If ya’ll aren’t using video to your benefit yet, it’s time to pony up.
In this #StrategySession, we’ll teach you the important stops to creating an effective, engaging, and memorable video.
Lesson 1: You can’t make a square peg fit in a round hole.
That’s what you’ll be attempting if you try to use an ad created for broadcast TV on mobile. Mobile advertising needs to be created with a mobile-first attention to detail. Mobile video has grown tremendously in recent years. 51% of all video plays are on mobile devices, a 203% increase from 2014.
Lesson 2: Mobile screens are smaller than televisions.
It sounds obvious, but successful mobile videos will remember the size of the screen and be created in a way that takes that smaller screen size into account. What does that mean? It means keeping the imagery clear and uncluttered, the text light and large, and any logos or branding elements large enough to easily see.
Lesson 3: Shorter videos catch attention.
:30 second ads dominated for a time. Then :15 ads took hold. Now there is a rise in the number of :06 “bumper” ads. When you combine the short lengths, short attention spans of mobile users, and the ability for ads to be skipped, it is imperative to catch the user’s attention within the first few seconds of the ad. Studies have shown people tend to have the attention span of roughly 8 seconds – shorter than a goldfish’s. The good news for mobile advertisers: reports show that those watching video on mobile are giving it their full attention and are less distracted watching video on TV.
Lesson 4: Tell a story.
People are emotional by nature, and videos have the ability to strike an emotional chord through a combination of storytelling, music, and visuals. From humor and happiness to anger, fear, or sadness, emotions are what drive action. Remember, though, may people will not have the volume turned on or may be in a loud place where they can’t hear well. The audio needs to be there, but accompanying graphics and text on screen are vital to delivering the message without sound.
Lesson 5: Give people a clear call to action.
You don’t want the message to end when your video does. Give people a clear call to action, whether that’s learning more, turning out for an event or on Election Day, or continuing the conversation on social media with a hashtag campaign. Studies show consumers are 64% more likely to buy a product after they watch a video online.
Ready to get started on your video content? Get in touch with one of our strategists today.
You May Also Like These Blog Posts:
At Your Fingertips: Our Best Mobile Tips Part I
Who Do You Have in Your Sights: Our Best Mobile Tips Part II
Delivering the Goods: Our Best Mobile Tips Part III