Now more than ever with the technology available, it’s easier to create good quality video content.
Before you hit record, check out some frequently asked questions about mobile videos; what works and how you can create it in an engaging and effective way.
What ratio works best?
The mobile experience is different because most of the time, people hold their phones vertically. For this reason, square (1:1) and vertical (4:5, 2:3 or 9:16) videos generally work best as they maximise the space on screen providing for a more immersive experience.
If you have the flexibility of capturing or creating content from scratch and you know it will be for mobile, design your content specifically for it. That means if you know you’ll be placing a Stories ad, capture the content vertically.
If you are repurposing existing content, the ratios should be 16:9 or 4:5 for Instagram and 2:3 for Facebook feed.
How can I make my videos work with sound off?
To make your videos effective without sound, use captivating thumbnail images, interesting product shots, incorporate text and graphic overlays.
When narration or storytelling is involved, captions are vital in a sound-off environment.
Don’t forget to create content with sound-on though for a more engaging experience for people who like to keep their volume on and up.
What type of audience can I reach?
Through a survey conducted in 2017, Facebook states that “spanning 10 countries, more than 1 in 3 people aged 18-64 watch videos on their smartphones. Of this group, 67% watch for more than an hour per day.” Since COVID-19 we are certain that these numbers have increased dramatically.
What is the best campaign approach to measure value per video view?
Your perceived value will need to based on how well the campaign has met your brand objectives and sales goals. For example, if your objective is brand awareness then arguably, even a glimpse of the ad for a few seconds is considered impactful. If your objective is conversion and the video you’ve set has enabled more than a third of your audience to recall with an intent to purchase, then that ad would be considered high-value.
Variables can really depend on the demographics and interests of your audience and how broad you’re targeting the campaign. Location, age, habits and political climate can affect the outcome and perceived value of the video.
It is best to create a campaign based on optimisation. Run short-form ads that will leave an impression and imprint in the first 3-6 seconds. Give it 2-3 weeks, analyse the data, assess the results and apply or adapt learnings to your next campaign and creative.
Got some other questions you’d like answered? Shoot us an email and we’ll get back to you!
If you haven’t seen our tips and tricks for filming video at home, watch the video here.