You’ve seen them, haven’t you? “PBSNewsHour is Live Now!” in your Facebook Feed. Or 10 second autoplay videos or gifs in your Twitter stream or Instagram. Whether it’s the daily news, your company’s content or a friend’s social updates, video is the way we communicate. The data supporting this trend is staggering. We’ve now watched TED Talks over 1 billion times. Mark Zuckerberg is obsessed with livestreaming and making it Facebook’s top priority. We consume over 8 billion Snapchat videos every 24 hours. We consume another 8 billion videos every day on Facebook, up from 4 billion a year ago. And we no longer only watch video on TV or on desktops. Instead, mobile video is everywhere; in news feeds and on the mobile web, in apps and in ads.
There’s no denying it: We love to watch each other on video. And we have the hardware, software and infrastructure to support our seemingly insatiable hunger for this content.
If you think about it, we have an entire video production unit/news crew in our hands in the form of our phones. The thousands of dollars you used to spend to shoot a corporate video, or the camera crew with the news van sitting outside a crime scene…have all been replaced by mobile devices.Mobile & livestreaming videos are here to stay. Use these helpful tips when creating your own via @NickInSFO Click To Tweet
One of the most popular features on the Dynamic Signal platform is our Company Moments video tool. It is an in-app internal comms tool that lets you record and send short videos to everyone on the platform. Some examples we have seen are short messages from The CEO, new sales wins and videos from trade show floors. The possibilities are endless.
As you start to think about creating mobile video, keep the following tips in mind.
Mobile videos are short and “of the moment”
The desired state of today’s in-app video is short form and raw. The attention span of mobile users is shrinking, from 12 to 8 seconds according to some studies, and mobile users are shying away from content that looks over produced, or takes too long to download because of bandwidth.
SHHHH! Silent engagement
Many consumers keep their devices on mute during the day, while apps such as Facebook autoplay videos in the Newsfeed without sound. This forces a shift in the creative process; more visuals, less audio.
In-app mobile videos deliver better analytics and attribution
In-app mobile videos – as opposed to videos running on the mobile web – can offer a way to keep track of employees viewing and sharing the video or measure the entire consumer journey in a way that hasn’t been possible previously.
Let’s get vertical
My friends who know me know I despise vertical video, but I may be on the losing end of this issue. Sources like The New York Times say vertical video is now ok. Video needs to shift from horizontal – the traditional widescreen shape for television and YouTube – to vertical, in order to meets the needs of consumers used to holding their smartphones “tall” in their palms. In addition, apps such as Snapchat have made it clear that vertical videos perform better than horizontal ones.
So get that mobile-news-station-video-production-crew-in-the-palm-of-your-hand called a phone out and start making video.
How are you using video today? To build brand awareness? To inform and engage your employees? Let me know! Leave me a short video on Twitter at @NickInSFO.