It’s clearer than ever that video marketing is becoming more and more important each day.

Online video will make up 55% of web traffic by 2016, and it’s likely to continue gaining momentum from there. The question is, will your company gain momentum with it?

In addition to the prevalence of video, we’re also seeing a direct correlation between video and mobile marketing. Consumers are using their smartphones to consume and share online video more than any other type of screen.

The small screen isn’t just the future, it’s the present reality.

As a result, it’s time to think about the mobile implications of your video projects, as well as how you can be prepared to take advantage of the small screen.

Make content for the small screen, our phones go with us everywhere.

A Look at Smartphone Content Consumption

People are using their phones to engage and purchase from brands, as the following statistics convey:

  • In 2015, U.S. mobile marketing will generate $400 billion (compared to $139 billion in 2012). (source)
  • Mobile ads perform 4-5x better than online ads. (source)
  • Videos increase the understanding of your product or service by 74%. (source)

This level of consumption should communicate the worth of a mobile marketing investment. For local businesses, this style of marketing gives you direct access to consumers while they’re out shopping. It’s a persuasion opportunity you just can’t get with traditional digital marketing.

The bottom line is this: your company can stand out when you build a presence on the small screen.

Not only should you use this opportunity to drive the creation of your video content – you should consider an entirely mobile-first approach to all your marketing efforts, from your website design to your social media campaigns to your paid advertising initiatives.

It’s obvious that consumers are making a demand for content on the small screen.

How will your company meet that demand? Will you make the smart move or play it “safe” and miss out on hundreds of potential opportunities?

It’s obvious that consumers are making a demand for content on the small screen.

Creating Video for the Small Screen

Great marketing reaches the customer where they are. And in today’s mobile world, your audience could be anywhere when they consume your content. This dynamic view of consumption requires companies to have a mobile-first mentality.

Everything from branded entertainment to informational explainer videos can add value to the mobile user. One of the most important things to remember is to make the content relevant to the platform. Many networks are pushing their video capabilities:

  • Facebook
  • Instagram
  • Snapchat
  • YouTube
  • Twitter
  • Vine

Each network features its own nuances. For example, the type of video you produce for Facebook won’t work on Instagram.

Lifestyle brands and consumer products should not only pay attention to the mobile device, but also the platform you’ll use to publish the content. This type of context is extremely important for impactful mobile video marketing.

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When do customers not have their phones with them? Branded Entertainment is a huge opportunity

We love to share with our friends what's on our phones. Media optimized for the small screen is a must.

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The Case for Mobile Video Marketing

Out of all the different types of mobile content, video marketing is most promising. Not only does it meet a current market demand, but it’s projected to grow at a rapid rate in the coming years.

Yet despite these projections, many are stalling their participation on this medium.

Failing to use video content is a mistake for many reasons. As more companies realize the power of this media, the competition for attention will become fierce. If you get in now, you’ll have the opportunity to build authority while engagement levels are still skyrocketing.

Now, that may sound like a cheap pitch for a scam, but trust me – it’s not. The mobile video audience is paying attention. And if your company makes the move, it could be the one that reaps the rewards of early action.

The statistics speak for themselves…

1. Smartphone Users are More Likely to Watch

Mobile video viewers are 1.4x more likely to watch than desktop users. (source)

When it comes to video, mobile wins the attention game. Smartphone users want to get information in a quick and easy format, and video caters to that desire.

If your company wants to influence the mobile user, invest in video.

They may not read that 2,000-word blog post, but 59% of viewers will watch your entire video if you keep it short and sweet.

2. Word-of-Mouth Sharing Increase on Mobile Devices

92% of mobile video viewers share videos with others. (source)

Have you ever grabbed your smartphone to show a friend a recent video that caught your attention? That’s word-of-mouth marketing at its best.

Gaining brand awareness doesn’t always happen through social media shares (though they’re certainly a beneficial aspect of mobile sharing). Sometimes your best ambassadors go unnoticed because they share you content with others in real life.

If you make share-worthy content, people will notice. You can quickly turn dormant prospects into raving advocates through engaging, entertaining video content.

The phone goes with us everywhere.

3. Develop a Stronger Personal Connection Through Video

Smartphone video viewers were 2x more likely than TV viewers to feel a sense of personal connection to brands that show video content, and 1.3x more likely than desktop viewers. (source)

Ultimately, all marketing tries to achieve one thing: build a deep connection with prospects so they’ll become customers for life.

Companies can achieve that with mobile video.

Think about the environment you’re in while watching video on your phone. You sit down with the device in your hand, and it draws in your entire focus. It’s a very personal experience that captures your attention in a way that desktops can’t.

If you’re out to develop real connections with your customers, don’t overlook the power of video marketing. After all, if a picture is worth 1,000 words, how many words is a video worth?

4. Assist With In-Store Product Purchase Decisions

More than 50% of the mobile video viewers use video to help them make product decisions in stores or on company websites. (source)

The statistics I’ve previously mentioned add a lot of qualitative value to your business. But it doesn’t stop there…

With more than half of people using video to make in-store decisions, your video marketing project can yield tangible financial results for your business. And at the end of that day, that’s what we all want: increased revenue and returning customers.

The smartphone video market won’t threaten the filmmaking industry any time soon. But it will impact the success of your company’s marketing efforts. It’s time to make the investment in video marketing.

Don’t wait until it’s too late. Start making content for the small screen now.

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