Using video to market to farmers and ranchers? Chances are that a majority of those farmers and ranchers will be viewing these videos on their mobile device.
If your marketing videos don’t translate well to mobile devices such as smartphones and tablets, you are going to have a tough time going up against your competitors. This is especially true when you are marketing to farmers and ranchers who have little time to waste trying to get a video to work on their mobile device.
The best practices for mobile video continue to evolve at a staggering rate. Here are some things to keep in mind right now when it comes to getting farmers and ranchers to view your videos on their mobile devices.
- Don’t repeat yourself. For example, if you are running a 30-second television ad do you really think a farmer or rancher (or any consumer) is going to click on it so they can watch it again on their mobile device? Short videos made specifically for mobile devices are a must. Recycling broadcast ads won’t work.
- Frequency is a thing of the past. Users tap videos because they are interested in what that video promises. Once they find out, don’t expect them to keep watching it over and over. You need to continually create new videos.
- People must be able to hear your message (even if there’s no sound). Many times ads on mobile pages use a preview loop with no sound. You will need to caption your video or make it so visually compelling that sound is not necessary.
- Timing is everything. Many of the most successful digital marketing videos are less than five seconds long. This is in part due to the fact that views can skip an ad after five seconds. Sure, you can make a longer video but it must be of tremendous value if you realistically expect people to watch the whole thing. In other words say what you have to say in as short a time as possible.
- Keep things in perspective. Your video is going to be viewed on a small screen so plan accordingly. Long rows of crops are beautiful to behold but on a small screen they will be difficult to decipher.
Finally, according to Google, 61 percent of mobile users say they won’t return to a mobile site they had trouble accessing and 40 percent say they would visit a competitor’s site instead. That’s why your videos must be specifically designed to look great on mobile devices