With the number of people consuming video content online and the average number of minutes they watch increasing every time you look at the numbers, marketers can see just how important video marketing has become. Video marketing is now an important tool on every channel and platform, with over 80% of marketers having some form of video marketing strategy in place. Video marketing for mobile users is different from one targeting computer users. In this article, we will look at how you can tailor your video marketing strategy to have better success with mobile users and customers.
Platforms like Instagram and TikTok have led to more people expecting shorter videos they can watch quickly. This benefits both users and these platforms because users get to see more content for every session they spend on these platforms.
This expectation has permeated websites where people also expect shorter videos. Because these are marketing videos, they have to be both engaging and dense with information.
The first three to five seconds are important for capturing people’s attention. Videos should ideally be between two and five minutes on websites, and the maximum allowed by other platforms is short enough already.
Additionally, marketers must ensure the length is adequate for all the information they want to pass. They have to find a balance between keeping the video light and fun while packing it with enough information.
No one wants to watch the same types of videos from a business or brand. People get bored easily and they will not watch your videos if they feel like they have already seen what you have to offer. Creating personalized content is great because it helps connect your brand and business to your audience but consider also creating educating content and content that helps build trust.
According to HubSpot, about a third of all online users want to watch how-to videos while thirty percent want to watch educational content. This shows that there is a huge potential for this type of content.
Onboarding videos, support videos, meet-the-team videos, and customer stories are awesome examples of the other types of videos you can create for your marketing.
When creating these videos, it is important to be raw and authentic. Since the buying power is shifting from millennials to Gen Z customers, it is important to think about what they want in this regard. Many of them say they do not want videos that look like they are overly produced because it makes them seem inauthentic and artificial.
This is perhaps one of the reasons why videos that look authentic do much better on platforms like TikTok.
As video marketing takes prominence, the demand for vertical video has increased as mobile users have. No one wants to turn their phone sideways to watch a video since that is not how they have been consuming videos for the last little while. Over 75% of all video consumers say they would skip a video rather than watch it in a horizontal orientation.
The most common aspect ratio for videos is a vertical 9:16, although different platforms have different dimensions and aspect ratio requirements depending on what type of content you are posting.
Videos that go on a website, where the 9:16 aspect ratio is not practical, need to be responsive. They should fit the length or width of the device regardless of the device’s orientation. Doing this is not as hard as it used to be, and your web developer can write the code that makes this possible.
Marketers, especially beginners, have made the mistake of unknowingly excluding whole groups of people when creating content for their marketing efforts. Individuals with disabilities are often at a disadvantage because their needs are sometimes forgotten or ignored.
Accessible videos are important, especially as the technology for watching or listening to them has improved greatly. The basics for creating accessible videos include:
- Adding captions for those with impaired hearing.
- Adding descriptions and transcripts that can be read by screen readers.
- Not using content that contains flashing images. If you have to, ensure you provide adequate warnings beforehand.
- Adding descriptive audio wherever you can.
- Ensuring the colors and contrast are right.
- Choosing legible fonts that are easy to read.
If you will be posting the marketing videos on your website, it is also important to ensure that your YouTube is also accessible. There are guides that explain established standards for doing this and being compliant.
Video marketing does not have to only entail content you have already shot. A majority of mobile viewers stream live content on their phones from time to time so this is a part of video marketing that you should not ignore.
YouTube, Facebook, and Instagram are the main platforms you should be targeting for live broadcasts. These platforms, in addition to having great broadcasting features, provide creators, businesses, and brands with the tools they need to interact with their customers live.
The environments in which people use their phones are very different from the ones in which they use their computers. Because of this, there needs to be adequate light in your videos for people to make out important details such as the main subject.
Most lights affect the color balance of videos viewed on mobile devices. Instead of using harsh lights that will give you poor results, it would be better to use sunlight wherever possible.
If you have the budget for studio lighting, that could help ensure consistent lighting for viewers. This is a somewhat expensive option not available to everyone, so using natural light is a good alternative, especially at the start.
Analytics is another crucial tool for all kinds of marketers. These tools have come so far that you are now able to view analytics that only applies to mobile customers.
Take advantage of them to see what you are doing right, what you are not, and where you can improve for better results.
Video marketing for mobile customers is quite different from one focusing on desktop customers, although there is a lot of overlap. Focus on creating authentic content that is short enough for mobile users, creating vertical videos, and ensuring your customers have a great experience viewing your videos regardless of the platform.