The TV is on, but your gaze is fixed on the video posted on Facebook. In line at the grocery store, you chuckle as you watch videos received on WhatsApp. And before going to sleep, you look at your phone and see a movie trailer on YouTube.
I’m sure you’ve experienced something like this before, right? These scenes are common, because mobile videos are part of our lives!
The mobile phone is with us all the time!
It’s there so that you can watch a video on the Internet in a free moment. It can be a home recording of your friends, a clip of your idol, an episode of your favorite show, a lecture in your field of study.
You can see everything on the web.
And if the mobile phone is nearby all the time, the tendency is for online videos to be viewed more frequently on the smartphone screen.
And what does this mean for your brand? If you want to adapt to today’s consumer behavior and win their attention, you need to get on board with this trend too!
In this post we will explain the importance of investing in mobile video within your digital marketing strategy . Shall we go?
5 reasons to invest in mobile video
There are two strategies that deserve your attention: video marketing and mobile marketing . Imagine, then, combining the two: the reasons to invest in them multiply.
Here’s what’s happening with mobile video. We’ve rounded up the top reasons to invest in it below:
1. Adapt to new consumer habits
Video content used to be restricted to television. Nowadays, the internet offers endless options. Plus, you don’t have to be sitting on your couch at home to watch them! Anywhere, anytime, just press play on your mobile.
The data confirms it.
In Brazil, smartphones surpassed computers in terms of internet access in 2014, according to IBGE . And in a 2015 IAB survey, 37% of Brazilians said they watched more videos on their phones than they did a year ago.
So when you think about mobile video, you’re creating a way to be part of consumers’ everyday lives, as mobile phones and videos are often present in their daily routine.
2. Capture attention at the time of purchase
Today, purchasing decisions are not as simple as they used to be. The consumer goes through various channels, transitions between online and offline, consumes different types of content, evaluates the different options and finally makes their decision.
Today, the phone functions as a personal shopping assistant , where the user can ask questions, consult information and see testimonials from other consumers.
So, videos can also be used in these strategic decision-making moments with maximum power: they are able to capture attention and persuade effectively.
3. Create an emotional connection with the consumer
Investing in mobile video is also a way to get closer to your audience. The phone offers a more intimate experience than a TV or computer, as it is so close to the user — literally in their hand, face to face with them.
According to a Google search , smartphone users are more likely to feel an emotional connection with brands that create video content than TV (2x larger) and desktop (1.3x larger) audiences.
So, this is your chance to talk to consumers and gain their trust, creating emotional bonds in this relationship.
4. Increase social media engagement
On Facebook and Instagram, more than 100 million hours of video are watched every day. And between 2012 and 2015, video uploads on these platforms grew by 616% .
The numbers are impressive, aren’t they? Mark Zuckerberg soon realized this and began investing in this format within social networks.
For brands, Facebook and Instagram offer the opportunity to increase consumer engagement, as video content is more valued in the timeline compared to other formats and will gain more attention from mobile users.
5. Increase traffic and engagement on the site
Videos are an important Content Marketing tool if they offer valuable content to the public. This means that they not only address interesting topics, but also make it easy to consume on any device.
When this happens, they have the power to generate relevant traffic to your site or blog, as the user wants to “learn more” if the topic interests them.
Another advantage is the ability to increase the time spent on the page . After all, when the video is good, it makes you want to watch it until the end! And Google knows how to recognize this to benefit your search efforts.
If the consumer journey is multi-channel, your mobile video strategy should be too. Content needs to travel across different channels to be found and viewed by more users.
So, the trick is to create a multi-platform strategy . Now take a look at the main platforms you can work with:
YouTube
This data alone shows why your mobile video strategy should go through YouTube:
- It is the most popular platform specialized in online videos;
- More than half of visitors come from mobile devices ( source );
- Users spend more than 1 hour per day, on average, on YouTube for mobile ( source ).
You have a huge potential reach! With YouTube SEO techniques , you increase your chances of being found in search even more.
Facebook competes with YouTube in the video market, despite not being specialized in this format.
Solutions such as video ads, live videos and auto-play in the feed are in favour of videos on Facebook. And, as access to mobile apps is huge, video can reach thousands of users.
Like Facebook, Instagram has also begun to value videos, but still without many resources.
The app also has an autoplay feature in the feed, which increases views and offers stories that can be pre-recorded or made live. The important thing is that videos on Instagram have the characteristics of the network: creative, aesthetic and natural.
Vimeo
Vimeo is a platform specialized in online video that competes with YouTube. However, with the popularity of the competition, it began to focus on creative and high-quality content.
Today, Vimeo has a more critical and segmented audience, so it may be worth it if your focus is on the quality of the video and not so much on going viral.
Platforms for wibinars
It is an option for when you want to broadcast a live conference or talk to your audience. You can interact and take your questions in real time.
WebinarJam and GoToWebinar (paid) are examples of webinar platforms that also offer good apps for mobile users.
Audience and Engagement: Who Watches and Interacts with Your Videos?
Mobile video is all about consumer behavior. czech republic mobile database Therefore, to understand how your strategy works and optimize it, it is necessary to consider the responses that the user gives to your content.
Video data is broken down into content consumption indicators (such as number of views or minutes watched) and engagement (such as shares and comments).
These indicators must also be cross-referenced with information from each platform’s public profile, such as its source channel or device used.
For example, when you cross-reference the data, you may notice that people who watch your YouTube videos on mobile watch them halfway, while on TV they watch them all the way to the end. This may indicate that your content is too long for mobile.
With this audience and engagement data, as well as the crossover between them, you can know exactly who is interacting with your videos and thus optimize your strategy to meet your audience.
5 video content ideas to produce
Mobile is not the same as TV or PC. So when article we want to present some options producing your mobile video, you need to think about the device, the screen format and the context of the user while viewing the content on their smartphone.
Keep that in mind, and then check out some suggestions for videos that work well on mobile:
1. Testimonials
Increasingly, the purchasing process is done via mobile and is influenced by the opinions of other consumers.
Then, connect these two trends and produce videos with positive testimonials about your brand to generate more engagement.
2. Demonstration of products and services
Demonstrations allow consumers to see the product in practice and increase their confidence to buy. It is a way of making it tangible : an essential strategy for selling online, which does not allow them to take or try the product.
3. Branded content
Branded content is content produced to entertain the public , not directly to sell.
Some brands have had success with this strategy by producing films and series, such as Intel campaigns. The videos are highly immersive and generate great impact.
4. Seminars
Webinars are conferences or seminars eu phone number broadcast live on the Internet. You can use this format to strengthen the relationship with your audience, who can interact in real time. On the other hand, it is a way to demonstrate your authority in the market .
5. behind the scenes
Consumers are curious to know what goes on inside your company. So, take advantage of this trigger to show behind the scenes and humanize your business . If you prefer, you can make a live video and show that “who knows, they do it live!”
Have you seen how important video is for your mobile strategy? You will literally be in the hands of consumers, face to face with them, in an emotional connection that no other format is able to deliver.
