3 Rules for Video Optimization on Mobile Devices

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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.

1) Encoding

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.

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  • Scott Atwood

    Hi Jonathan – I particularly resonated with the multiple calls to action on Mobile campaigns. Some responsive themes have the navigation buttons “hidden” and the CTA sometimes gets totally missed if it is not in more than one location.

    We happen to have a relevant Open Support ticket (over 2 weeks) that relates to Viewbix and Mobile but it seems appropriate to expand on that here as it relates. We find that these days we prefer to use 3rd party platforms – like LeadPages .net for many campaigns. Unfortunately Viewbix does not work when viewed on Tablets or Smartphones on LeadPages or our other favorite, Unbounce .com. These cloud based platforms save us huge time and effort (and are Beautiful!) and are becoming a staple for many marketers. But unless we are missing something obvious, we have to keep Viewbix only as a secondary option (the videos are essential to our sales process) as we can’t afford to have prospects “see” the video but not be able to play it when using a Tablet or Smartphone.

    Any suggestions?

    • http://aaronzakowski.com Aaron Zakowski

      Hey Scott,

      Thanks for commenting. Viewbix videos do work on Unbounce or LeadPages. In fact, we use them with Unbounce all the time. They work well on most mobile devices as well. Except, unfortunately, there are problems on iPhone (Android and iPads are OK). On iPhone, the videos do still play, but our buttons and email forms don’t work once the viewer starts to play the video.

      I hope that answers your questions. If not, then feel free to send me an email (aaron@viewbix.com).

      Cheers!

      Aaron

      Marketing Director at Viewbix