According to eMarketer over 78% of worldwide video views on the internet is viewed through a mobile device. That is especially true for millennials where a large percentage watch video almost exclusively on mobile. At the Digital Summit conference in Salt Lake City, UT, Elizabeth Giorgi from the agency Mighteor shared some great insights in creating video for today's mobile viewer.
Here are some tips she shared for creating video that works well in today's mobile world:
Think Small
Create video that looks good when it is small. If the video only looks good when it is big / desktop, then it will not be a great small screen experience. Also, if the video is going to be shared or posted directly to social, it is best if the video is square vs landscape. This may seem like a bad idea as horizontal video is most like a movie or TV screen. But, if the video is going to be consumed on a mobile device, creating a square video ensures it is viewed the same on a horizontal display (like a desktop or laptop), or a vertical screen (like a smartphone).
Quiet Please
Many people are watching video with sound off. Sources say that a huge percentage of video is viewed without sound; "as much as 85 percent, according to multiple publishers." There are numerous reasons for this but regardless of the reasons if we can create video that is completely comprehensible without audio, then we will get better engagement. Using captions can help with details instead of a narrator.
I'm Ready For My Close Up
Since the screen could be small, it would help to frame your video shot to make objects fill more of the frame. Tighter shots help the subject more visible. Look directly into the camera to grab the person's attention. You may need to "get in their face and say HEY, I wanna talk to you."
Authentic is Better Than Pro
If you are creating video, especially for social, you don't have to have a Hollywood quality production. Sometimes the best video is candid and uses only basic equipment. With the advent of high quality cameras and audio / video capture in today’s smart phones, it is easier than ever before to create in-house video. Invest in and use a good tripod and some simple lighting. There are many affordable lighting options available. Using good lighting vs. the light on the phone will make the video look more professional. Use an external microphone for audio. Again, high quality low cost external microphones are ready available.