4G (or 4th Generation of Wireless Technology) basically refers to data download speeds that are on average between five and seven times faster that 3G. Based on that, a music album that would have taken 20 minutes to download via 3G, now takes 3 minutes. Yes, it’s that different.
So what does this mean for watching video content via mobile devices?
People are doing it more. Not only that, but they are watching videos for longer and at a much higher resolution. Netflix say that people are one and a half times more likely to view longer videos via 4G rather than 3G. The picture quality is higher and sometimes it’s even faster than our standard Wifi offering.
Facebook cottoned on pretty swiftly, as did Twitter and Instagram and hence introduced ‘Autoplay’. This feature means video content that we come across automatically plays as we scroll through our Social Networking feeds. The feature needed a bit of tweaking here and there but from a business perspective it has huge potential in getting your video seen by a wide audience very easily.
If you’re thinking about how your video project will be consumed on Mobile devices via Social Networking channels have a look at the following.
- It’s essential your video and imagery can be viewed on a mobile device. There is a difference between content for computers and content for mobile devices. Your video production team will be able to advise you on this.
- The 3-second rule. Capture the attention of your audience when the content first appears. As well as traditional video, we are experiencing an influx of more subtle mediums for example moving imagery and animation.Differentiating your video from the rest is key.
- Use unobtrusive branding as early as possible. Company logos are the obvious, but expand this to think carefully about the use of colours and the connotations behind each one.
- Your video will initially (and maybe entirely) be played with the sound off. You could look at beginning your video with a written question that becomes your hook.
- Try not to constantly request a ‘like’ or ‘share’ of your video – it will just annoy your followers. Focus on a targeted message that can be relayed by them. To encourage user interaction you could look at also proposing a question at the end of the video. Our brains are naturally more inclined to share emotional content. Bear that in mind.
- Think of your campaign in terms of a series. This will build user interaction and will allow you to post multiple posts over the course of weeks or maybe months. Your campaign will stay relevant and you will create urgency amongst your followers.
Facebook is currently reporting billions of daily video views, and is YouTube’s first real rival in online video. Think about that potential. With YouTube it can be hard to break through the noise, but Facebook are sitting on huge levels of consumer data that can be used in a strategic, targeted way. If you’re hosting a video on YouTube – stick it natively on Facebook too. What have you got to lose?