Cross-platform marketing encompasses print, television, newspaper, online, and more but video marketing in 2017 is more than just a trend. This fact makes it even more important that you format your video to reach audiences on all platforms. One of the best and easiest ways to do this is by using cross-platform video formatting for different mobile platforms. Mobile devices are a huge source for video viewing. In fact, 500 million people watch Facebook videos daily, while 82 percent of Twitter users watch video content on the Twitter app. Wouldn’t it be easier to maximize your video marketing impact if you could use the same video regardless of the app video format? Cross-platform formatting allows you to do that.
The Multi-Screen Environment
We are living in a multi-screen world. Audiences are using their smartphones, tablets, and laptops all at the same time–that they’re accessing video on their smartphones, tablets, and laptops. Approximately 80 percent of video is delivered over more than one mobile device.
Millennials and younger audiences are much more likely to be “screen jumpers.” These screen jumpers are sometimes switching between mobile devices while still accessing the same apps and consuming the same content on their various devices — especially video. While screen jumping may seem like a challenge for marketers, it creates a huge opportunity to incorporate cross-platform formatting for your video.
Challenges and Opportunities
It is challenging to create video that translates between platforms but there are ways you can use the same video content. This versatility lies in the ability to use the same format for all online video platforms. Programs like Square Video take all video ratios and reformat them to a 1:1 ratio.
The opportunity here is that with 1:1 reformatting you can make the same video available to audiences via different platforms, so you can provide your target audience with the exact same video through Facebook, Instagram, Twitter, YouTube, and more.
The Interactive Advertising Bureau emphasizes, “Multiscreen videos need to be branded with smaller mobile screen sizes in mind, as brand logos, brand cues, and product shots should be large enough to be easily seen on smaller mobile screens.” The way the images appear in the video should remain consistent yet visible, regardless of the video size. You can do this by planning ahead. If you’re planning to format for smaller-screen mobile during video production, you can keep the smaller size in mind and adjust accordingly. Make your images bigger or easier to see. You should be focusing on the visual logistics in the early stages of your mobile video development. It’s difficult and costly to go back and change everything if you realize late in the process that your original video won’t work well with mobile.
What Can Cross-Media Formatting Do For You?
Overall, cross-platform content can be very successful. Cross-platform videos promote consistent content and a consistent message is an effective one. When your audience sees the same video content over different platforms and devices at a greater frequency, they will be able to better relate your content to your brand. After all, “43 percent of people want to see more video content from marketers.”
A few final tips: Keep your content engaging and brief. Make your message clear. And create a video that your audience enjoys. A video is only as successful as its content. Utilize some of these tools and you’re on your way to creating an excellent cross-platform video.