It is easy to think that “a photo is a photo” and people’s reaction to that photo is the same regardless of where they see it. But truth be told, much of the time people consume content differently on mobile. Images, text, video, all of it is seen through different eyes and with different priorities on a smart phone. To be truly effective, we need to consider what makes a message more effective on mobile vs. desktop, and adjust accordingly.
The “Mobile” Mind
The way people process information changes based on device. People process information faster on mobile. They take in photos, process video, and make conclusions on text quicker. The most likely reason is they are more focused and all of their attention is concentrated on a small screen in the palm of their hand. There is just less to look at. And less than instantaneous loading times further tax a user’s patience and willingness to try and make meaning of things.
Here are 3 Ways You Can Optimize Your Marketing For Mobile:
- Videos Must Resonate Quickly The implications are that mobile messages need to get to the point faster, be more engaging, and allow users to make quick decisions that do not require a lot of navigation. Videos for example need to be shorter, faster paced, punchier, and communicate nonverbally from the beginning. Volume is often minimized or muted by the platform or the user, so the visuals of the video need to persuade the user quickly that it is worth their time and worth them engaging via audio well.
- Photos Must Communicate When it comes to photos, information and context is key. Mobile screens do not have a lot of space, so aesthetic components only warrant screen space and load time if they communicate valuable aspects of the message. Chipper stock photos lose their value quickly on mobile as users are scrutinizing every pixel looking for answers to timely questions or to scratch an immediate informational itch.
- Text Must Be Short And Insightful For our beloved age old written word, mobile is even less forgiving. Mobile users want answers, quick actionable insights, not walls of text and detail. Give them the ability to access the details (usually later, on a bigger device), but don’t assume that is what they are looking for, or even something they will tolerate. Forcing users to sift through paragraphs of text to find what they want is the same as asking them to leave and look elsewhere, which they will do, and quickly.
Use Desktop Communication Wisely
Desktop messages, regardless of vehicle, can afford to be more detailed and involved. Desktop users are more contemplative, they are not as often on the move and usually have better internet connections. They are willing to invest more in considering a message and searching out an answer. So use this to your advantage and focus your efforts in these areas on motivating users to make bigger decisions.
Whether it is in advertising, web design, or social media, each of these principles apply directly. If you can hone your marketing to the device and mindset of the user then you can maximize your potential impact.