Fifty-one percent of the time an adult spends engaged with digital media is on a mobile device, according to emarketer. And 91% of mobile users say access to content is very important, according to Wolfgang Jaegel. Everywhere you look, you see it — Smartphone users staring at their phone screens in Starbucks, walking the aisles of a grocery store, and at their kitchen tables.
Crafting content for the mobile reader is more important than ever. Until now, marketers have focused on creating mobile-friendly websites and mobile-responsive websites. Unfortunately, they’ve ignored mobile copywriting.
Mobile copywriting is the art of creating content for the mobile user. The importance of engaging and unique content is the same for mobile devices as it is for other devices. The thought process behind designing the layout is quite different.
There are two factors you need to consider when creating mobile content – small screens and different methods of use.
Mobile devices have significantly smaller screens than desktop devices. And every mobile device has a different size screen. If you ignore the importance of this, an iPhone 6s user will see something different than an iPhone 5 user.
Methods of Use
Computer users tend to be more focused on reading content online than mobile device users. Mobile users read content on the go, making it difficult to keep their attention.
As a marketer, it is important to fully understand a new concept before you dive in. Utilize this checklist in your future mobile copywriting efforts.
Focus on the fold
According to a study conducted by Briggsby, users focus more on the information at the top of the screen. Start with your important information and slowly trickle down to the less important.
The same study showed users were more likely to look at graphics than they were to read text. Include graphics highlighting the important statistics and features you want to illustrate.
Share your message with minimal words. Avoid filler words, and unnecessary terms and points. Review your content, asking yourself as you read through — “Is this necessary?”
According to Nielsen, 79% of people scan websites. Make it easy for them! Chunk your content using clear headers, bullet points, and white space. The easier content is on the eyes, the more likely they will continue to the end.
Stick to the facts
Include statistical data and links to other research reinforcing your message. Readers want the facts, with little or no fluff included. The best way to illustrate your point in fewer words is to link to proof backing your stance.
The amount of time individuals spend on their smartphones will continue to rise in 2016 and 2017. Focus on those readers now to avoid being overlooked. Mobile copywriting is vital to your future content marketing strategy success. Understand the significance and use these five ideas to create mobile copy that works.