Here at Now We Collide we work with brands looking to engage with customers and build a broader fan base with meaningful and relevant content. Mobile video campaigns are often a great way to do this. Because we are consuming more and more video online via mobile through Facebook, Instagram, Snapchat and other big native video players and publishers.
Mobile-First Video Campaign Best Practices
Here are the 5 summarised steps from a recent study from Comscore:
Hook the viewer quickly: You've got two or three seconds to grab the viewers 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 enough to read on a tiny mobile screen.
The silent treatment: Viewers probably have their devices on mute. Therefore you need to develop creative content that works well with no sound too.
Tell them what to do: Include a simple call to action. Use the same message in the text around the native video ad unit to reinforce your message.
“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.”
In conclusion, this is all true for native video formats, but of course the same can be said for mobile video campaigns too. They are good rules to follow no matter what video content you are producing. What do you think? Feel free to leave your comments below.