What every company should consider when commissioning a video for mobile technology

Have you noticed a change in your news feed on social media channels whilst on your mobile devices? Yes, algorithms have inspired a meteoric rise in the use of video as an advertising format in the past few years, with this platform proving six times more effective than mediums such as print. More and more companies are commissioning videos to advertise certain aspects of the business, meaning we are seeing varying degrees of quality. So the question remains, what should everyone consider when commissioning a video?

The target audience
Your target audience dictates what kind of video you are going to be making, so it’s essential to have a clear understanding of who your audience are, what jobs they do, where they are watching videos, what kind of interests they have, what sense of humour they have, whether they are viewing on a phone or tablet (the list goes on).

So you understand who your target audience is. The next thing to consider is how they consume data on their mobile devices. Are you going to be targeting people who have short attention spans such as teenagers? Or are you looking to feature an emotive video experience to more mature viewers? As a general rule, the shorter and snappier, the better.

The message

When considering the message, think about what kind of video you are wanting to put out. From a product showcase to a how-to video, there needs to be a clear understanding of the outcome you are expecting, what story you are trying to convey and how this will translate in terms of sales or social media following.

The videographer or video production quality will be one of the first things to consider, and with varying standards, you need to make sure you are spending within your budget without being too frugal. When hiring a professional, you are essentially investing in their tools, equipment, knowledge and time. They should go through a breakdown of the budget, what they are offering and what deadlines are to be expected.

Where are people going to be viewing your video, and how do you want their journey to pan out? Mobile technology obviously allows people to view things wherever, but you need to think about where the best place to host this will be. Some websites offer fantastic HD compatibility, which is fantastic if viewing via WiFi, but what if your customers don’t want to use up their own data to watch this in 1080p? Then consider if your host will enable embed and play back capabilities on other websites.

Will you go for HTML5 video codecs or H.264? The answer could well be both if you want it to be compatible with both desktop and mobile browsers.

The journey continues once the video has been completed. A strategy needs to be put in place as to where people will hear about it. The right production company will continue to help out after the creative process is completed.