Mobile content is a snack content. Long pieces of texts are dead. Nowadays, people do not read but look through pictures and videos. And the more in further, the more clip like thinking of youth becomes. They do not focus on anything for longer than 7 seconds. It was among TOP mistakes of internet marketing specialists concerning mobile phone users. Mobile device users choose another kind of content, they consume it in some other time, in a different way, it is clear for every marketing specialist. There are many thoughts as for how different most of which are mistaken.
Everything is simple. Mobile device users look through content on small screens. Their attention is not focused on reading a few screens long text and even if it is, they might be disturbed by a phone call, push-notification or a colleague`s message any minute.
Marketing specialists forget about something.
First of all, small screens are always with us. It means that there are many more situations when we need to apply to a small screen than in case with a tablet or a laptop. If a content you create is truly valuable, a user will get back to it when s/he can no matter what.
Secondly, despite being absent-minded, a telephone is some sort of an anchor of attention. Everyone has a reflex of checking on a mobile phone when every time we feel like free, there is a feeling to grab a phone and check in case if there are any messages.
Specialists believe it to be a dopamine addiction. Dopamine is a hormone, which is responsible for satisfaction. It is produced when we are just about to buy something, to eat, to play computer games or to receive a confirmation of our significance through received messages in social networks.
By the way, speaking of no concentration. Comparing to desktop users, mobile device users are more focused. Text content gets 100% of a telephone screen and no tabs with distracting headlines can be seen.
Thirdly, there are huge spaces of time when a user is focused on a content. At the time, s/he is consuming pieces of information purposefully. Underground in the mornings and in the evenings. A lonely lunchtime. Waiting while being in a queue post office or at a doctor`s appointment. In a bus, a plane or a train. All the situation of waiting are time of focused content consumption. If a user is provided with interesting information in a comfortable size for each out of such spaces of time, this user will get back to your blog over and over again.
Fourthly, we have our cell phones wherever we go where no other gadgets by our side. In those cases when people had a book or a newspaper in their hands, we hold our cell phones. A mobile phone is comfortable to use when one hand is free only. We keep phones in our hands even going to bed. Browsing through social networks and reading from the screen is the last thing we do before going to sleep.
Users of mobile phones want to look through a laconic long read. It is the best form of mobile reading epoch. Now, a text requires scrupulous editing and thoughtful work on the sense. If there is no sense for a reader while reading line by line (while the lines are rather short on the screen of a smartphone), s/he will not keep on reading.
A mobile phone user has rather steep demands when it comes to a sense. No one will spend time on not interesting, not valuable, useless content. Development of mobile segment launches a natural selection. A text with a novelty, idea and usefulness survives only.
A word should be spoken of formatting. Short paragraphs matter. A paragraph is a structural element of each text. A mobile phone user considers a paragraph to be a structure of an author`s thought. If a paragraph is too long, the author does not render his or her thoughts clearly enough, and this spot may be omitted. A few paragraphs like that and a visitor decides to leave a page.
Short paragraphs in 3-5 sentences set pace and help a reader to move on through a text. This is what makes numbered lists work. One or two words is a perfect headline for a mobile phone. Yes, it is hard to create such headlines but long headlines might take a few lines and will “eat” the entire screen making it to where it will be hard for a user to get to the text. Shift of a headline should not be too large.
A leading paragraph does not have the same meaning for mobile devices as a lead in terms of old news making. If a news making lead should ignore and provide with the main factual knowledge, a lead in smartphone has nothing to do with intrigue and has to provide with one thought only.
The first paragraph for a mobile device user is a revise of expectations of sorts. A short paragraph is 3-4 sentences opening the main idea of a text is a good lead for reading from the screen. Lead on the edge of a spoiler is an appropriate comparison.
Avoid unnecessary videos and images. An image will take a vast majority of a mobile screen so it is logical that it will take a user more time to look at the image than a text itself. If your task is to influence a visitor with the text and you put an image in the center of the screen “for getting an attention”, it is going to have the opposite impact. An image fixes one`s eyes on it while a text requires constant moving eyes lower. If an image is required anyway, just take it in a smaller resolution.
Traditional principle in accordance with which an image or a video make the value of a text bigger does not work for mobile device users. If you write a text, write a text. If you put on a video, put on a video. Though a video on its own is a good content for mobile device users, it does not make a reader move through the text.
It is another story when it comes to info graphics. If there is no chance to see a picture on the screen of a telephone, it is not an info graphics but just a graphics. If you manage to make an info graphics so it could be seen even in a small resolution, it means that there are few elements. If it is so, is not it easier to put all the information into a numbered list?
There is a likelihood, that by the year 2020 the amount of mobile content will be so big that the glory of repetitive motion syndrome will be replaced with a thumb syndrome, which causes dull aching pain between index finger and a thumb. If so, it is required to re-build a content-marketing approach for mobile device users today. It concerns texts just as well.
Author Bio: Melisa Marzett is an author of many articles. Currently working for http://royalediting.com/, she provides with papers of excellent quality.
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