Facebook has published valuable insights on creating and using mobile video. Their goal is to offer brands assistance in making the most of their visual content — helping them prepare engaging, creative experiences that will be instantly liked and shared. This is especially important when you look at recent research. Today, over half of the total video views are on mobile devices, and this number is continuously increasing. So here is a small collection of official Facebook tips for making your video content even better.
What would you watch?
You obviously know your own mobile video content viewing habits. All of us — even content creators — are human beings and consumers. The same behaviours and rules you follow, probably also extend to content published by your brand.
· Get to the point — Try to deliver your key messages in 15 seconds or less. Catch your audience’s attention fast… or fail to capture it.
· BIG comes first — Use the best elements you have at the beginning of your video. There is no point in hiding your highlights if you risk your audience will already be gone.
· Strengthen your content — Write a creative, witty or surprising post that will be published alongside your video.
Silent, but effective
By default, video content showing up in feeds is muted. For various reasons, many users never turn up the volume. But you can use this to your advantage.
· Use text — Putting text and/or symbols into your video is not a bad idea. Use this approach if you feel it is necessary, but be certain that any text is on screen long enough to be read.
· Add captions — Facebook’s research has shown that that by adding captions to your video, you can increase viewing durations by an average of 12%.
· Silent movie — Be certain that you can tell your story without using sound. Use clever editing and any other tricks you may have at your disposal to make certain you get your message across.
“Good audio design makes clips come to life, but like the famous Alberto Cavalcanti said: “Silence can be the loudest of noises.” This means that you can evoke emotions and create inspiring experiences without audio. While you shouldn’t give up sound entirely, it is important to make sure that your video works even when muted.” – comments Kalle Kaskinen from Okimo Clinic.
Landscape or portrait?
Facebook quotes research that finds mobile phones are used in portrait mode 98% of the time. You can, of course, also use this to your advantage.
· Focus on your product — Keep your product front and centre in the video to emphasize its qualities that are worth remembering. Always keep the viewer focused on the product.
· Keep it vertical — Facebook did tests of horizontal, vertical and square videos. In 7 out of 10 cases, vertical videos provided an increase in the number of interactions with the brand — and up to a nine-point increase in ad recall.
Don’t be afraid to experiment
The last piece of advice Facebook gives is at least as important as all the tips mentioned above. The company admits that you may not hit the jackpot with your first video, but still recommends that you keep on publishing this type of content to learn from gathered data and user feedback. At the same time, you should also experiment with your content, new visual styles, different lengths of clips and even alternative approaches to copywriting. In the end, you will learn what works best for you and reap the rewards of better performing videos.