As more device types hit the consumer market, brands have a content problem on their hands – in the ever increasing mobile age, how do you create material for every device your target market uses in a cost effective way?
If you thought smartphones made it difficult to reach your audience away from desktops, wait until smartwatches become the norm, screenless phones hit the shelves and just about everything else in this world comes with an internet connection.
Mobile devices are creating a content problem
Content production is already expensive enough and it’s not feasible to create separate material every time new technology arrives. We’ve barely even got to grips with adapting content for desktop and mobile – but these aren’t the only devices in our lives.
Your audience can already move from a tiny smartwatch in the morning to their games console, hooked up to a 100-inch UHD TV, in the evening – and any number of devices in between. The challenge for you is to create content that not only caters to these, but the unforeseen future of technology too.
Could voice overs be the answer?
The talking points in mobile content mostly revolve around the challenge of making images and video responsive – after all, the modern web is a visual one. But the real challenge we haven’t addressed is how to handle text; consider trying to squeeze a 1,000-word article onto a teeny smartwatch screen, for example.
The answer could be simpler than the problem suggests though. Voice is already shaping the future of search and there’s no reason it couldn’t play a vital part in the future of mobile content, where screen sizes become impossibly small or even cease to exist.
Audio content is the only truly adaptive format; lightweight enough for just about every device, with no visual size that needs to be optimised – it’s essentially responsive right out of the bag.
This doesn’t mean voice overs will replace written content, but why not use audio where text and visuals become unwieldly, rather than trying to squeeze square pegs into proverbial round holes?
So the good news for UK voice artists is, they could be the answer that mobile content is screaming out for. There are challenges to overcome, of course – like how to make audio more navigable or searchable, for example. But solutions to these obstacles are fairly easy to imagine, and the key point here is that audio is truly scalable (which is the aim in a mobile world).
It only takes a transcript to convert audio to text, while voice overs are ready and waiting to be added to video when footage is appropriate. Which means audio combined with the formats we already know and trust could be the answer to cost-effective content for every device – present and future.