Creating compelling mobile content
It’s no secret that the smartphone has gained in popularity in recent years. Flashback to just a decade ago and many of us were more interested in our laptops and desktop screens. But today we’re living in a ‘mobile era’ where most of us spend hours a day on our mobile phone and consume information on the go.
Whether it’s the weekly shop or searching for a holiday, stats reveal that most people now use their smartphone to complete everyday tasks. The latest marketing and communications report by Ofcom reveals that 72% of UK adults use their mobile phone to access the Internet (and 37% of time spent online at home is on a smartphone). Not only do these stats demonstrate that mobile is the preferred device when it comes to browsing online, but the report also reveals just how reliant we are on them - 40% of adults look at their phone within five minutes of waking up!
So, with four out of five UK adults owning a smartphone and collectively looking at their screens over a billion times a day, how can brands engage and make genuine connections?
There’s so much noise within the digital space – consumers are bombarded with messages all day long. So how can you ‘cut through the noise’ and get your message seen, and more importantly, heard on a mobile device?
Designing for mobile scrolling is essential. Whether it’s developing a new website or creating a suite of online ads, previously brands might have focused on creating this content for desktop first and making sure it was ‘responsive’. Now, because we know most traffic comes from mobile, it’s far more effective to adopt a mobile-first approach.
Considering how much technology has changed since the first touchscreen launched in 2007, it’s crucial to consider future developments when you’re crafting content for mobile. Smartphones are getting bigger, becoming lighter and operating faster. AI and VR is becoming more prevalent. Smart speakers (like Amazon Echo) are becoming more popular. And foldable screens could well be on the way. Keeping these developments in mind as you navigate your content journey is important in order to keep creating content that resonates.
While we know that long-form content is more suited to desktop and video is now the most consumed form of media on a mobile device, there are so many other forms of content you can create that can connect with a mobile audience. Whether it’s push notifications or podcasts, think about creating a diverse suite of content to keep your audience engaged.
As a creative communications agency in London, we’re constantly working with our clients to create standout campaigns. And developing content that can be displayed across multiple channels, not just mobile, is essential when trying to maximise reach and engagement. While mobile may be the most popular way to connect with brands, there are so many other platforms to consider within your marketing and communication strategy. When creating mobile content, don’t just think about it in isolation. Think about the overall customer journey. Your customers may have already interacted with your brand elsewhere so consider how other aspects, such as offline campaigns, print advertising and experiential marketing, can complement your mobile content and play a role in your wider marketing activity.