Master mobile and social video with our expert guide. Learn how to hook viewers in 3 seconds, choose the right format, and boost engagement with captions. Essential reading for digital marketers.
The Essential Guide to Optimising Video for Mobile & Social
Video isn’t one size fits all anymore. Different platforms Instagram, TikTok, YouTube, each have unique audience behaviours and technical requirements. A format that thrives in one feed will falter in another. To capture attention and drive engagement, your strategy must be platform-native.
Here’s our essential guide on how to produce video content that performs, whether it’s a 9-second Instagram Story or a 60-second website hero clip.
1. The First 3 Seconds: Your Non-Negotiable Hook
On mobile, the choice to scroll away is made in an instant. Your opening is your most critical creative asset.
- Lead with Value or Intrigue: Immediately answer “What’s in it for me?” Show the end result, ask a provocative question, or use text overlay to state a compelling benefit.
- Prioritise Visual Dynamism: Use bold movement, a striking close-up, or unexpected visuals. Static openings lose.
- Ditch the Slow Burn: Brand intros and lengthy titles must go after the hook, not before. Start in media res, in the middle of the action.
2. Aspect Ratio & Format: The Technical Foundation
Getting the canvas right is the first step to a professional, platform-optimised feel.
| Platform | Recommended Aspect Ratio | Key Considerations |
|---|---|---|
| Instagram Reels/TikTok | 9:16 (Full-Screen Vertical) | Design for sound off but amazing with sound on. Ensure the story is clear visually. Use on-screen text and graphics that work within a vertical frame. |
| Instagram Feed & Stories | 4:5 (Portrait) or 9:16 | 4:5 occupies more screen real estate in the feed than square (1:1). Use 9:16 for immersive Stories. |
| YouTube (Shorts) | 9:16 (Vertical) | Similar to Reels, but YouTube’s audience may expect slightly higher production value. Hook is equally critical. |
| YouTube (Traditional) | 16:9 (Landscape) | The standard for longer-form content. Ensure key info and subjects are within the “safe area”—a central 4:5 zone—as many viewers may watch on mobile in a vertical, cropped view. |
| LinkedIn & Facebook | 1:1 (Square) or 4:5 | Square and 4:5 formats perform well in the busy LinkedIn/News Feed environment. They are more immersive than 16:9 and don’t require full-screen engagement. |
3. Captioning & Engagement: Beyond the Visual
Accessibility drives broader engagement. Subtitles are no longer optional; they are a key performance tool.
- Always Use Captions: Over 80% of social video is watched without sound. Burned-in, clear subtitles ensure your message is received. Use a clean, legible font.
- Treat Text as a Creative Element: On-screen text should emphasise key points, reinforce branding, and add rhythm. Sync text appearance with audio beats.
- Direct Engagement: Use clear, platform-native calls-to-action. Ask a question in the caption, use the poll sticker in Stories, or encourage users to “comment with their take.”
4. Final Technical Optimisation Checklist
Before you publish, run through this list:
- File Format: Use .MP4 or .MOV with H.264 codec for universal compatibility.
- File Size & Resolution: Aim for the highest quality within platform limits. For social, 1080p is typically sufficient. For website heroes, use 4K if possible.
- Colour Profile: For social, always export in sRGB. Rec. 709 colour space can appear desaturated on mobile screens.
- Thumbnail: On platforms like YouTube and LinkedIn, your custom thumbnail is as important as the video itself. Design a clear, high-contrast image with readable text.
Why This Works: Mastering the Digital Landscape
By treating each platform with intention, you respect the user’s experience and dramatically increase your content’s potential reach and impact. This isn’t just about technical specs, it’s about speaking the native language of each digital community.
At Soho Pixels, we bake these principles into every video we produce, ensuring your content doesn’t just exist online, but thrives there.
Need expert help crafting platform-perfect video?
Get in touch with our team to elevate your social and mobile video strategy.
