How to Create Small Screen Content for a Big Engagement Impact

The best things come in small packages and that goes for your content as well. Whether we talk about short videos and writing pieces or content optimized for small screens, optimizing your website and social media posts can skyrocket your engagement stats.

With more than three billion smartphone users worldwide, it’s mandatory for marketers to upgrade their campaigns in order to match the viewer’s preferred devices. Creating high-quality, engaging content that’s both short and small-sized may seem challenging at first, but you can create real masterpieces once you get the hang of it.

How? Let me explain.


Micro-videos are your top tool

As James L. McQuivey, Ph.D. and author of Digital Disruption, a one-minute video is the equivalent of 1.8 million words. While his statement may or may not be accurate, it’s already clear as day that video content is the future of successful marketing campaigns.

Writing the script for a short video might be difficult for beginners. That’s why I highly recommend starting with a longer video and cut it down to the most important 10-20 seconds. The result should be an information-dense, emotional, or funny piece of content (depending on the topic) which engages your audience.


Creating videos your clients want to see

If you’re only at the beginning of your video content journey, you might not know what works best for your business. Statistically, funny content attracts the largest number of views, but it doesn’t match to every company.

Educational video content usually requires accompanying headlines or descriptions. In this case, you need to pay extra attention to where you place your content to match the video scene and the viewers’ device. Ideally, videos should be optimized for both landscape and portrait settings.

Here are a few other useful tips to improve your video experience:

  1. If you’re planning on posting a video on multiple websites or platforms, additional cropping may be required. As you start cropping, make sure that the most important elements in your video remain visible. Thanks to content-aware AI and other advanced video editing programs, now you can have multiple versions of the same video edited dynamically.
  2. No matter how good a video may sound, if there’s someone talking, it’s advisable that you add subtitles. Keep in mind that not all viewers can turn up the volume; in fact, 85% of video content from Facebook is viewed with no sound. Subtitles help you make sure that every potential client gets your information.’


Microbrowser optimization

Most marketers are so focused on optimizing their social media content and website that they forget a very important aspect: microbrowser.

If this is the first time you’ve heard the term ‘microbrowser,’ think about an URL you share via text messages. Microbrowsing refers to all links shared on messaging apps too such as Facebook Messenger, WhatsApp or Slack.

You’ve probably noticed that most of the times when you share or receive an URL via message, there’s no thumbnail or even a title to let the viewer know what the link is all about. Still think this preview doesn’t matter for your brand?

The Cloudinary State of Visual Media 2020 Report shows that 62% of Americans share links via iMessage. Each of these links generates a microbrowser preview which, sadly, isn’t optimized.

People like to get as much information as fast as possible – this is the golden rule of the 21st century. Every bit of content you create and edit should try to meet the viewer’s standards in terms of quality, size, length and feeling.


Are you currently sharing video content on your website? Share your experience in the comment section and we’ll drop a piece of advice in return!

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