Mobile video consumption is on the rise, with more people each year choosing to at least occasionally watch a video on a mobile device. The future popularity of mobile video can be best illustrated by the continued explosion of both mobile use and video use in the months and years to come. In fact, Cisco theorized that video will comprise more than 70 percent of all mobile traffic by 2016. Those are numbers that internet strategists can’t deny.
If you don’t yet have a mobile video strategy—and the truth is, most small businesses don’t—it’s time to create one. Your strategy needs to address both the special formatting required by mobile devices and the unique needs of those viewing video on mobile devices. The below tips will help you address both.
- Screen formatting. Just as your website must be formatted to fit on a variety of screens, so must your video. Keep in mind that mobile devices can include everything from tablets to larger- and smaller-screen smartphones. Some users may even be trying to view your videos on the tiny screen of a traditional flip phone.
- Consider distractions. Businesses are now discovering consumers are increasingly multitasking, reaching for that “second screen” while watching a movie or TV show. Your consumer may be watching your video during a commercial break of his or her favorite show, so it’s important to capture a viewer’s attention and keep it.
- Don’t disregard the tried and true. YouTube videos usually display well on smartphone screens, as long as they don’t use Flash. Consider uploading your video to YouTube and embedding the video in your website if you’re uncomfortable doing the work yourself.
- Save money with animation. Animated explainer videos have seen phenomenal popularity in recent months, as businesses learn the value of a short video explaining a product or service. Usually one to two minutes in length, these videos have no actors and no location shoots, leaving as the only cost the production of the video itself. Several companies now specialize in creating these videos, assisting businesses with everything from storyboards and scripts to voiceovers.
- Use online services. Several online tools exist to help businesses maximize a video’s reach over a variety of platforms. Services like Encoding and Brightcove can help a more tech-savvy business owner make mobile video work.
For many small businesses, the work of creating the technology to make mobile video effective will be outsourced. Still, it’s important for a small business owner to understand what needs to be done in order to better communicate with developers and create a strategy to tackle goals for the coming years. As video becomes an integral part of any online marketing plan, more businesses will take the cue to include it in their regular marketing strategies, alongside the work they plan to do to market for mobile devices. To keep up with competitors, it’s important that small business owners meet the needs of today’s consumer, who tends to turn toward a mobile device as much as, if not more than, traditional PCs and laptops.