An effective business communication strategy can help to convey a message to the target audience, effectively. However, business communication has evolved from the traditional static presentation-based medium to more dynamic and interactive mediums, i.e. video-based communication.
As a business leader, developing an effective business communication strategy should be your utmost priority. And it may require you to invest in training your employees about new-media literacy
The Institute for the Future (IFTF) identified new-media literacy as one of the key skills that employees will require to be an effective member of the workforce in 2020. New-Media Literacy, according to IFTF, is the ability to critically assess and develop content using the new forms of media to deliver the message to target audience.
Developing content like videos, blogs, illustrations, and podcasts can result in massive exposure for a business.
The problem is that many businesses presume that their target audience will consume content through desktops or laptops. This assumption is limiting the target market reach of businesses.
Smartphones offer mobility and utility to users; therefore, users consider smartphones as a primary option to consume content online. According to the Wireless Smartphone Strategies (WSS) services, the number of smartphone users will grow to about 2.5 Billion in 2019. Google recognizes this, and companies should begin optimizing their content for smartphone users to have a higher ranking in Google SERP.
what is the difference between traditional devices and smartphones?
Well, fundamentally, traditional devices (i.e. desktops and laptops) have a horizontal screen, whereas, smartphones have a vertical screen.
A content compatibility problem is particularly true in the case of video content, where users have to switch between horizontal (16:9) views and vertical (9:16) views. The native way to consume content via your phone is, of course, vertical.
how do you optimize your video content for smartphones?
A viable solution is to focus on producing vertical videos. Recently, Snapchat shared stats that vertical video ads have nine times more completed views than horizontal video ads. Furthermore, users on Snapchat and similar services consume three billion vertical videos every day.
Some practical tips for making the most out of vertical videos include:
Make It Short – Videos for social media are usually short, so include only relevant and concise information in the video presentation.
Use Text Smartly – You can use text in your videos but make them prominent by placing them in the center, so viewers can remain focused.
Get Up Close – There should be no distractions on screen — getting close to the subject enhances the overall impact.
Use Angles Wisely – Make sure that the presentation is attractive, if the product is not photogenic, use animations to increase the impact.
An added bonus of investing in training in this new media skill is that learning vertical video skills will enable employees to create more compelling visual presentations, thus improving communication and visual storytelling skills within your company too.