There are officially more mobile devices than people in the world. This is a fun fact but it is also causing a huge change in creative and marketing. In this mobile-first world, the demand for mobile-first content and consumer behavior has changed. In order to keep creating effective advertising, creatives must adapt to the new formats and techniques and marketers must keep up with the constant change in consumer behavior.
When it comes to mobile, there are two things: the device and the behavior that comes with it. The biggest challenges when it comes to the mobile device is to move to a portrait screen (vertical video) and create for all the different platforms with its own requirements. The biggest challenge when it comes to consumer behavior is the speed with which the message must be communicated.
How to respond to this changing consumer behavior?
According to a recent report from the mobile marketing association, consumers, when faced with a video on mobile, trigger a positive or negative response to the piece of creative in less than half a second. Facebook started its own research, after finding out about this report, to see how consumers react to different kind of messages. Facebook concluded that non-linear narrative (video content) performed better. Non-linear narrative had longer view duration, higher number of views, higher interaction rates and the overall message comprehension was better.
Non-Linear narrative jumps around in time, the order in which events are portrayed does not correspond in which things happened. For example, starting with the end, conclusion or starting with a trailer that showcases some highlights of the video.
We are all busier than ever before and only really meaningful interesting ideas capture the attention of the consumer. Especially now that more and more brands are producing content and we still have the same 24 hours in a day. If you really want to break through with your content it has to be super platform specific. What conversations are going on and what platform and what sort of content is most consumed on each platform. There is a big tendency to re-purpose video made for other platforms such as TV or desktop. But according to Facebook’s group head of creative, getting creative right in mobile will be rewarded because consumers are more likely to engage with content that is optimized for mobile.
How to act upon creating video for mobile?
Besides the fact that people trigger a response to a piece of creative much faster on mobile, there are other things at play in the mobile landscape. For example, 85% of Facebook video is watched without sound. Another point is that all the social platforms are constantly developing new ways to place video on their platform and every social channels has its own possibilities and limitations for video.
The key to adapting to keep creating effective advertising on mobile is collaboration. Collaboration between video creators and digital savvy marketers.