Does ‘mobile first’ change the way you create video?

The numbers are very clear, over half of all people (and almost all millennials) watch video content on a mobile device. We are glued to our phones and tablets; we pay, buy, create, search and socialise on mobile.
Mobile video is a great opportunity to interact with your audience and improve conversion rates. So, when creating online video content, why not put mobile first?

Mobile first means creating video specifically for mobile environments. And no, that’s not simply shortening your lengthy film for use ‘on social’. It’s a bit more complicated than that, but no biggie if you’re prepared.
First thing you’ll notice when creating for mobile is that each platform, -Facebook, Instagram, Snapchat and the likes, has their own set of guidelines and principles.
Facebook is a ‘newsy’ platform, publishers like AJ+, NowThis and Buzzfeed trigger our curiosity with stories that are ‘short ‘n snackable’. A good Facebook story gets you hooked from the first second and guides you through the narrative in a fast paced and easily digestible manner. Text on screen is used as a narrative driver, so stories can be watched without sound.
On Instagram, content is more about style and trends. There’s less text and less narrative. It’s all about speaking to the senses. No wonder Instagram is bringing sound back. They’ve updated their default setting of autoplay to start with audio ON. This may not seem like a very radical move but, in a context where sound has become almost taboo, it’s actually quite daring.

Platforms have their differences, but most also have one common denominator which is their need for speed.  Can you tell your story in 90 seconds, in 60 seconds, or even in 7seconds? You’ll need to get to the core quickly, but you’ll also leave a lot out. If that’s not an option for you then YouTube may be your platform of choice. The unimpaired success of Youtube, which is increasingly watched on phones and tablets, proves that longform is here to stay. Audiences aren’t always up and running, sometimes they just want to lean back and be entertained or be informed. That’s when you have the chance to interact with them on a different level, with longer stories.

With all the options out there, should you make different versions of your video for each platform? Probably not. What you do need to consider is, How, When and Where your audience is watching and what form matches your objectives best. Choosing the right core platform and creating content that is true to that platform will improve the effectiveness of your campaign or video. At Makmende we are experts at creating effective video content. So, let us help you get your story out there.

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