“Storytelling is still key, but there are big differences in the way people consume videos on something as small as a smartphone and that informs how you produce video. The phone is yours, it's always with you and it's tactile so things have to be delightful and of course you are always connected – not just to the Net but to your friends.”

Nathalie MalinarichWith that comes the flipside that your audience is always distracted and has an expectation of instant gratification but the uncertainty of just where and how they are watching; “You have to ask if your users have headphones, or will your video have to work without audio? Will they watch in portrait mode or do they flip the phone?”

Her answer to that is a BBC video of ISIS destroying the temple at Palmyra, shown in 15 seconds with subtitle explanation and music audio to suit an audience without headphones. It is a compelling example of short form video storytelling. Then Nathalie switched to a reportage of the refugee crisis from Hungary, shot on a phone as the reporter walks and talks before kneeling to focus on a small boy playing.

“I spoke to the reporter to congratulate him and he said it took just four minutes. It was his first impression, not rehearsed and that immediacy was very valuable.” In another example the reporter addresses his phone directly to give a sense of intimacy and place.

Nathalie laid out the requirements for mobile video as being;

Be grabby – you have just three seconds to grab their attention
Be concise – They don't have to be under a minute but two short videos are better than one long
Be clear
Be authentic – it's all about how you talk to people.
Be sharable

And finally it's all about storytelling so storyboard it; Where is the drama? Where is the fun? Are you giving them something extra?