Mobile accounts for three-quarters of video consumption, so it makes sense to optimise them for smartphones. People prefer the small screen overall and are 150% more likely to watch clips on an iPhone or other device than a laptop or PC. To make your content mobile-friendly, always publish on responsive and intuitive video players and tailor video running time depending on the platform and its purpose. For example, a short loop might be perfect for teasing products or services on Instagram.
Follow up on mobile optimisation with a focus on content for search engines. You want to bring a wider audience to your webpages, and effective SEO will support this aim by improving the performance of content in SERPs. To improve the visibility of video, provide a transcription so that it can be crawled for general written searches in Google, optimise video file metadata with relevant keywords, and come up with a sitemap for submission to Google Search Console.
Call to action
Brands regularly include calls to action in blogs and articles, and it is important to do the same in every visual clip you post. A clear CTA will guide viewers and prompt them to take action as opposed to being confused about what exactly to do next to act on what they have seen. The five to 20-second window after the main body of the content in a video is the perfect time to include a few clickable elements that will direct people to a website, landing page or channel.
You can then include these CTAs in social media posts for the video and start building a buzz on platforms such as Facebook and Snapchat with a regular stream of content. It could be snippets of a longer form of the video or a series that builds on the initial clip for maximum awareness and engagement. Regular posting will help you to establish and maintain a brand presence. Remember to optimise your hashtags for each platform and to reach out to influencers to amplify the power of content over time.