The human brain is highly receptive to video content. While it takes an average individual 60 seconds to read a textual image of 200 words and comprehend its meaning, in 1/10th of a second, a person can understand a visual scene. For brands that want to convey a lot of information in a short time, video is the ideal choice.
In today’s times, an average individual spends 170 minutes on their smartphone. This is considerably higher than the time spent on their laptops, tablets, and other electronic devices. The last few years have seen a 100% year-on-year increase in mobile video consumption.
We expect that this will continue in the coming years as well. It is in line with this that several brands have taken to mobile video advertising. Here are eight tips that will help you come up with innovative content to survive the competitive world of mobile video advertising.
Optimize the Speed for Mobile Viewing
The attention span of the average mobile user is very less and unless your video loads in a few seconds, the viewer will abandon it. When you make a video for advertising purposes, pay special attention to ensure that they perform decently under low-bandwidth connections.
Instead of delivering your video as an Adobe Flash plugin, you can go for HTML 5 video. Focus your efforts on optimizing the performance and speed of your video content so that you can give a superior viewing experience to the end-user. Also, plan your video preparation such that it is fast-paced, and the viewer is gripped by the content.
Use Advanced Video Streaming Techniques
The latest multi-codec technology reduces the bandwidth dependency while streaming. The most appropriate codec is automatically identified after considering the browser and its default settings. The latest video streaming techniques such as the H.265 save 50% bitrate as compared to conventional codecs.
Be Consistent on The Content
Over time, you will create multiple promotional videos for your brand. Make sure that all of them are consistent on the brand identity elements and have similar fonts, tone, colors, and placement of logos.
When a viewer comes across multiple mobile videos with similar placements, they will be more likely to get familiar with their brand name. Mobile advertising videos by top brands such as McDonald’s, Starbucks, and Uber are great examples of how consistency can help you attract customers.
Over Valuable Content to The Viewer
You must take a customer-centric approach to video making while preparing your advertising videos. When you educate, inspire, or entertain your audience, they will keep visiting your brand page for more. Understand that an average viewer will not enjoy product displays 24X7.
As a content creator, you need to come up with a posting schedule such that the product promotion is balanced with value-adding content. For example, if you are a real estate agent, you can create videos on how the recent land law amendment affects property rentals. Such informative content will establish you as an industry veteran. When your target audience needs to purchase a product, they will prefer a brand that is an expert in its respective area.
Be Clear on the Call-to-Action (CTA)
The purpose of a CTA is to nudge your viewers into doing what you expect of them. If you are not confident in your video content, you can place a pre-roll CTA that is played before the video begins. That way, viewers will watch the CTA even if they do not complete the video.
The climax of the video is when the viewers will be most engrossed in the content. You can leverage this by adding a mid-roll CTA at that point. Your video can also take the conventional approach where the CTA is placed post-roll. Assuming that people who watch the entire video will be likely to get more information or purchase the product, the post-roll CTA drives good traffic. Make sure that the CTA is in easily readable fonts and the wordings are easily understandable.
B2B Mobile Marketing
If you are a B2B business, look for a way to incorporate creativity and imagination to create an ad. With mobile-based video ads, you can market your products such that it captures the viewer’s attention. DIY videos, tutorial videos, video testimonials, etc., are some forms of video content that will help B2B businesses improve their web traffic.
Understand that there is lesser competition and very few B2B businesses opt for mobile video marketing. In such a situation, the sooner you adapt to it, the better it is for your business growth.
Optimize the Content for Major Video Platforms
As a video creator, you need to take proactive measures and evaluate your content’s performance on different platforms. Start by identifying the social media platforms with most of your mobile viewers.
Evaluate the working of the platform so that you can optimize your content accordingly. Video length constraints, aspect ratios, and restrictions on the caption length are some of the parameters that differ in various platforms. If you are keen on promoting your content across multiple channels, make sure that you have multiple edited versions of the video.
Make the Video Sensible on Mute
We encourage the use of music in your advertising videos as those helps to set the ambiance for the visual. Further, the use of music gives a dramatic appeal to the climax and gets the viewer to concentrate on the content. Sadly, most mobile users have their phones on silent while browsing through social media, and 85% of videos are viewed in silent mode. Add text overlays, captions, and subtitles to your video so that your video makes sense even when it is viewed without the sound.
With every passing day, mobile video marketing is emerging as an integral component of video marketing. With mobile videos, your brand can analyze and interpret audience taste and give the viewer content they will enjoy. With the above tips, you are now ready to incorporate your brand’s uniqueness in its advertisements and strike a chord with your target audience.
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