Here at Now We Collide we work with a lot of brands looking to engage with customers and build a broader fan base with meaningful and relevant content. Mobile video is often a great way to do this as we consume more and more video online via mobile through Facebook, Instagram, Snapchat and other big native players and publishers.
Here are 5 steps from a recent study from comScore with recommendations on best best practice
Hook the viewer quickly: You’ve got two or three seconds to grab the viewer’s attention before they scroll by.
Come in close. Engaging the viewer demands special video editing. Use close-ups, quick cuts, interesting imagery, and strong point-of-view angles.
Go big. On-screen text showing product info needs to be clear and large.
The silent treatment. Viewers probably have their devices on mute, so develop creative that works with no sound.
Tell them what to do. Include a simple call-to-action or a compelling offer at the end of the video. Use the same message in the text around the native video ad unit.
“Native mobile video campaigns not only work but can be especially effective when following creative best practices,” says Andrew Lipsman, vice president of marketing and insights at ComScore.
“It’s important for brands to make an impression quickly and engage with the consumer on a more visual level to drive campaign success.”
While this all may be true for native video formats, the same can be said for mobile video campaigns in general. They are good rules to follow. What do you think? Please feel free to leave your comments below.
Download the full study for free (registration required) and view the best practices video below to see effective examples of the five tips above.