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Let\u2019s get real for a second. Mobile video is the primary way most people watch marketing videos. Sure, television and streaming commercials still exist. Yes, my dad still watches YouTube on the big screen in the living room. But the truth is that many consumers spend far more time on their smartphone than they do in front of a horizontal screen.\u00a0<\/p>\n
Many of your potential leads likely encountered your brand for the very first time on their phone\u2014probably while doing something else. If we\u2019re talking about people under 45, between 84% and 94% admit to watching two devices<\/a> simultaneously, usually a television and a mobile phone. No matter how many blogs warn of the dangers of \u201csecond-screening<\/a>,\u201d Mobile viewership of everything from micro-content<\/a> to long-form documentaries is on the rise.\u00a0<\/p>\n Meanwhile, TikTok is thriving despite bans<\/a>. Meta is sticking video everywhere it can, and YouTube is doubling down on Shorts. The term mobile video is almost redundant at this point, even for B2B audiences.\u00a0To put it plainly, video is mobile.<\/p>\n Mobile video has been a fundamental part of the B2B buying process since at least 2017, when a BCG study found that 80% of buyers were using mobile for work. More importantly, more than 60% reported that mobile played a significant role in a recent purchase.<\/p>\n This was almost a decade ago. Mobile phone usage as part of everyday business life has only gone up since then.\u00a0<\/p>\n So mobile video is important whether you\u2019re trying to reach individual consumers or buyers for Fortune 500 companies. With this massive audience watching, you want to make sure your mobile videos are as good as they can be. Here are 11 best practices to help you optimize mobile video.<\/p>\n When it comes to optimal video length before<\/a>, shorter is better. While each platform has its own ideal length, less than a minute is a solid guideline.<\/p>\n Shorter videos achieve higher engagement rates. That\u2019s especially true for mobile video.\u00a0<\/p>\n Most mobile viewers just aren\u2019t willing to commit to a long video. Aim for brevity and focus. Committing to a tight time frame will help you cut out the unnecessary elements and make videos more engaging.<\/p>\n For customers a little further down the sales funnel, you can make longer videos, but keep the topic focused.\u00a0<\/p>\n The default dimensions \u2014 or aspect ratios<\/a> \u2014 of mobile video are different from a desktop. Smartphone viewers may not view your video at full size. Plus, many people prefer vertical video<\/a> on mobile devices. They don\u2019t want to rotate their phone just to watch a video.\u00a0<\/p>\n Make sure your video fits the aspect ratio of the platform where it will be shared. For more specific guidelines, check our vertical video guide<\/a>.<\/p>\n \nMobile Video for B2B<\/h2>\n
1. Keep it Short: 120 Seconds or Less<\/h2>\n
2. Get Vertical<\/h2>\n