A video marketing strategy is much more than just the development of videos. Not only do you need the right content to engage with your audience but you also need an understanding of how and where your audience is interacting with your video content. In the past it was easy to answer this question. Nearly all online video content was being consumed via a browser on a traditional desktop computer.
With a relatively consistent screen size and bandwidth, desktops provided a consistent avenue to deliver video. The rise of laptops brought new screen size and bandwidth constraints to video marketing, but laptop screens were close enough to their desktop brethren that video marketers didn’t have to worry about optimizing their content for laptop delivery.
As mobile device usage continues to grow exponentially and outpace even the most optimistic expert predictions, video marketers are finding themselves in a jam when it comes to optimizing their content for the mobile viewer. Videos that were developed for desktops may be lost on smaller screens, with smartphones averaging four to five inches and tablets averaging seven to 10 inches.
While these devices often offer higher resolution, the small size of the screen creates problems in how the content is viewed. Creating video content intended for mobile now goes beyond just editing dimensions or formatting. There are added considerations in planning how a video is shot and edited for optimizing video for smaller viewing sizes.
Tips on Optimizing Video for Mobile
Build your own landing pages, embed your videos, and promote those pages in addition to your YouTube channel. YouTube is only one site, so it can’t be the only platform you use to drive people to the content on your website.
Your video player must be responsive to different devices and your users’ needs. Video sizes will need to be viewable in sizes ranging from 640px to 1920px, the display on a full-sized monitor. Don’t be afraid to use a “cheat code”—YouTube and other video services provide HTML code that you can copy and paste into your website.
Use large text that contrasts with the background image. Pick a “bold” image, preferably a close-up shot that will hop right out of a smaller screen, but not overwhelm the text. The images will show up in search engines, where they’ll need high visibility against competing images.
Use clear audio so the user is able to experience the whole video without any issues.
Think about your Call to Action placement. Place your CTA so that it’s clearly visible near the video and above the fold, and then add your links in a short descriptive paragraph below the video.
Consider connection speed changes when the phone is forced to switch back and forth from 3G to 4G to Wi-Fi.
A “view later” function should be high on the list of priorities, as mobile users sometimes don’t have the time or patience to wait for a video to load.
By using these tips, your users will have a more enjoyable experience wherever they are and whatever they are using to view your content.
By Bill Johnson
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