Mobile-first creative isn't about short videos. It's about mobile context. People want to get more in less time, and you can take advantage of that. Let’s look at some recommendations for creative that performs well on mobile.

Keep it short.
On mobile, people consume content in short bursts as they hurry through the days. Consequently, it’s critical to catch their attention right away and consolidate your message to 15 seconds or less.


Design for sound off, but also for sound on.
People who are at work or in public among others use their phones without sound, so it's important to get your message across without any audio. Successful videos designed for sound off are visually delightful with a clear focal point and an exceptionally clear message.

Audio in an ad can be very engaging as well though, so there's opportunity to deliver an even better experience for people who have sound on.

Showcase your brand early and often.
The first few seconds of your ad matter a lot. Where possible, include branding in the first three seconds and convey the key message for the brand in a quick, understandable way that grabs attention.

To grab the attention of your audience, your creative should be engaging. Videos are more eye-catching than static images on mobile. Try to include an element of surprise and test different creative formulas.