As smartphone and tablet adoption rapidly increases, so does the importance of mobile-friendly video content.
According to a recent eMarketer report, the number of global mobile users is projected to rise from 4.3 to 5.1 billion over the next three years. Not surprisingly, of all the digital media viewed on mobile devices, video content is king. According to Business Insider, in 2013, 40% of YouTube video traffic was mobile, 15% higher than 2012. This growing trend is essential for businesses especially when mobile viewers tend to remain engaged for longer periods of time than desktop users.
Whether a company is producing a high-end commercial for a worldwide audience, or simple tutorial video for a Website, customer mobile viewing experience needs to be amazing. Here are 3 useful tips to incorporate into a video marketing strategy.
Because the same video will be delivered to both desktop and mobile devices, it’s important that every video is encoded to work across these devices. Mobile limits video size and bitrate, so videos should be encoded for its optimized specifications. While uploading to YouTube, the default encoding will work across all devices, that may not be true with all video platforms. The best suggestion is to upload every video as an MP4 with mobile viewing capabilities.
2) Responsive Theme
Not all mobile devices are the same size. Videos on the Ipad and Nexus will look vastly different. One of the most appealing aspects of responsive video players are that they will automatically detect the screen size and adjust for optimal user-experience across devices.This is an important feature since it’s virtually impossible to predict how a viewer will access a video. A video platform that works well regardless of such a critical variable, like screen size, will provide a far better and more consistent user-experience.
3) Call to Action
Probably the most critical aspect of optimizing a mobile users experience is a clear and concise call to action. For mobile viewers, the call to action needs to be simple and encourage an interaction with the touch screen. But be clear: if the goal of the campaign is to drive responses, make sure the call to action is placed smack in the middle of the mobile screen.
Don’t rely strictly on the classic play button overlaid on the video player to drive responses. With mobile devices, repeating the call to action is acceptable. Leveraging multiple engagement opportunities will yield much higher ROI than classic web players.
Businesses producing videos content need to embrace the tremendous marketing opportunities that mobile viewing presents. By optimizing videos to better ‘fit the screen’, brands can capitalize on this unique storytelling medium to keep viewers engaged.