Smart websites are seeing the value in having video content.

It’s the most cost effective way to heighten your brand awareness, bring traffic to your site and convert visits into sales.

But there is something you should consider very carefully before agreeing to have a video produced for your website.

A video produced to be viewed on  TV or desktop computer screen will look very different on a smartphone which may have less than 20% of the visual real estate of the larger screens.

More than half of Youtube videos are viewed on iPhones and the like so you can see the necessity for producing videos keeping small screens in mind.

Creating a video for a mobile audience can present some unique challenges but nothing that can’t be overcome with a proper game plan.

It’s estimated that by 2019 80% of all of global internet traffic will be video so the time is now to start your video planning.

Your aim is to create content that people are actually looking for and when they find it they want to engage with it.

This is where tutorial type videos work well where you give a solution to a problem putting forward your product as the answer to their prayers.

Another vital element is to keep it short. People on the go, in transit are often strapped for time. A long video will lose them before they even press play. Remember the data costs start racking up the longer the video runs.

If your message can’t be fully explained in a short video, consider making a series of videos. Have a playlist so viewers can go to the exact video that will help solve their problem. i.e. How to mount TV wall brackets. How to assemble the projector screen etc.

Even though smartphone screen sizes are growing – they are still way smaller than desktop and laptop screens so consider that when setting up what you want to shoot on camera.

Detail will be lost in wide shots so concentrate on mid shots and closeups of your product or service.

Keep graphics to a minimum and make them as bold as possible.


Audio is also an issue for two reasons.

1.The sound quality needs to be good – listening environments, like on a train, or in a shopping mall, can be very noisy. So clean, crisp high quality audio is vital.

2.Often mobile users will watch a video with the audio turned off altogether (while sitting in a doctor’s waiting rooms or in a theatre waiting for the movie to begin etc.) In this case the pictures alone have to tell the story. Your call to action and key marketing messages need to be in text form (as well as audio).

When you finally produce a video don’t make the final judgement while viewing it on a 27” monitor alone . View it on a smartphone as well, so you can see if it gets your message across on the small screen.

If you have trouble making sense of the video and/or reading the text then you still have time to rectify the problems before putting the video out in the market place.

Video is a very powerful force in digital marketing but it must be done right.

Want to learn more? Contact The Video Professionals.