Neal Augenstein

Mobile, yes. Video, no.

In Uncategorized on August 15, 2013 at 12:36 am

Mobile is the future.

Everyone loves video.

Yet, video isn’t the answer on mobile.

Maybe I’m wrong, but I don’t think so.

The problem with video: it’s not easily consumed on a tiny screen, and smartphone users aren’t willing to just sit and stare.

A recent marketing study by Experian shows users spend less than 1% of their time watching video.

And who can blame them? There are so many other tasks smartphone users want to try to fit in while grabbing a cup of coffee, waiting for a bus, or stopped at a traffic light.

Sure, there’s time to consume a 6-second Vine, or even a 15-second Instagram video, but a person rushing to check email, post on social media, and surf the web doesn’t have the inclination to concentrate on something that requires two senses, as watching and listening to a video does.

I contend a well-produced audio feature, is far better content for a smartphone or tablet.

ultimatetweet

A few months ago, I detailed the Ultimate Tweet, which lets a user simultaneously listen to an audio feature while viewing a photo montage.

My premise – when producing content for mobile, audio is better than video – does have some potential drawbacks:

  1. It’s more time-consuming to edit, write, voice, mix a longform audio feature than to shoot a Vine or Instagram video.
  2. Audio production is becoming a lost art, as fewer would-be journalists choose radio, in large part because of low salaries.
  3. The perception video is a better storytelling method than audio.

Granted, I enjoy consuming video on my iPhone as much as the next person, and there are times ‘moving pictures’ are the best way to tell a story.

My suggestion:  consider how users will receive your content, and choose the best tools for telling the story creatively.

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