The TV is on, but you set your sights on the video posted on Facebook. When queuing in the market, you will chuckle while watching a video received by WhatsApp. Before going to bed, you look at your phone, and then you see a trailer for a movie on YouTube.
This kind of thing must happen to you, right?These scenarios are very common because Mobile video Is part of our lives!
Mobile phones are always with us!
There, you can watch videos on the Internet in your free time. It can be a home recording of your friends, a clip of your idol, an episode of your favorite show, a speech in your study area.
You can see everything online.
Moreover, if the mobile device is always nearby, the trend is that online videos are displayed more frequently on smartphone screens.
What does this mean for your brand? If you want to adjust current consumer behavior and win their attention, then you must also participate in this trend!
In this article, we will explain the importance of investing in mobile video in your digital marketing strategy. go with?
5 reasons to invest in mobile video
There are two strategies worthy of your attention: video marketing and mobile marketing. Imagine combining the two: the reasons for investing in them multiply.
This is the case with mobile video. We have summarized the following main investment reasons:
1. Adapt to new consumption habits
Previously, video content was limited to TV. Today, the Internet provides endless options. Plus, you don’t have to sit on the sofa at home to see them! Anywhere, anytime, you just need to press play on your phone.
The data confirms this.
in Brazil, Smartphones surpass computers According to the IBGE survey, Internet access problems in 2014. In the 2015 IAB survey, 37% of Brazilians said they watched more videos on their mobile phones than a year ago.
Therefore, when you think of mobile video, you create a way to become a part of consumers’ daily lives, because mobile phones and videos often appear in daily activities.
2. Attention when buying
Today, the purchase decision is no longer as simple as it used to be. Consumers transition between online and offline through various channels. They consume different types of content, evaluate different options, and finally make a decision.
On this day, the phone acts as Personal shopping assistant, Users can ask questions, consult information and view other consumers’ recommendations.
Then, videos can be used to the greatest extent for these strategic decision moments: they can attract attention and effectively persuade.
3. Establish an emotional connection with consumers
Investing in mobile video is also a way to get closer to your audience.Phone has A more intimate experience Compared to a TV or a computer, it is already very close to the user-actually in the hand with him face to face.
According to Google’s search results, smartphone users are more likely to have an emotional connection with the brand that created the video content than TV viewers (2 times more) and computers (1.3 times larger).
Therefore, this is your opportunity to talk to consumers and earn their trust, and build an emotional bond in this relationship.
4. Increase participation in social networks
On Facebook and Instagram, more than 100 million hours of video are watched every day. Moreover, between 2012 and 2015, the number of video uploads on these platforms increased by 616%.
The numbers are impressive, right? It was Mark Zuckerberg who quickly realized this and started investing in this format in social networks.
For brands, Facebook and Instagram provide opportunities to increase consumer engagement because Video content is more valuable It is related to other formats on the timeline and will gain more attention from mobile users.
5. Increase website traffic and adhesion
If video is available, video is an important content marketing tool Value content To the public. This means that it not only solves interesting topics, but is also easy to use on any device.
When this happens, they have the right to generate relevant traffic for your website or blog, because if users are interested, they want to “learn more.”
Another advantage is that it can increase the time spent on the page. After all, when the video quality is good, it will make you want to watch everything! And Google knows how to recognize it, which will benefit your search work.
Major mobile video platforms
If the consumer’s journey is multi-channel, so should your mobile video strategy. The content needs to be spread through different channels in order to be discovered and seen by more users.
So the trick is to create a Multi-platform strategy . Now take a look at the main platforms that can be used:
Only these data have shown why your mobile video strategy must go through YouTube:
- This is the most popular platform dedicated to online video;
- More than half of visitors come from mobile devices (source);
- On average, users spend more than 1 hour a day on mobile YouTube (source).
Your potential range is very large! With the help of YouTube’s SEO technology, you can further increase your chances of being discovered in search.
Although not specifically using this format, Facebook competes with YouTube in the video market.
Some solutions (for example: video ads, real-time videos, and autoplay in feeds) support videos on Facebook. And because of the huge amount of visits to mobile apps, videos can reach thousands of users.
Like Facebook, Instagram has also begun to attach importance to video, but still does not have many resources.
The application also has the function of automatically copying in the feed, which can increase the number of views and provide stories that can be pre-recorded or broadcast live. The important thing is that videos on Instagram have the characteristics of the Internet: creative, beautiful and natural.
Vimeo is a professional online video platform that competes with YouTube. However, with the popularity of the game, he began to devote himself to creation and high-quality content.
Today, Vimeo attracts more critical and segmented audiences. Therefore, if you only focus on video quality and not on virality, then it may be worthwhile.
This is an option when you want to broadcast a meeting or talk to the audience. You can interact and deal with your questions in real time.
WebinarJam and GoToWebinar (paid) are examples of webinar platforms that also provide good applications for mobile users.
Audience and engagement: Who can see and interact with your videos?
Mobile video is related to consumer behavior. Therefore, to understand how your strategy works and optimize it, it is necessary to consider the user’s response to your content.
The data about videos is divided into the following indicators: Content consumption (E.g. number of views or time spent in meetings) and hitch (E.g. actions and comments).
These indicators must also intersect with the information in the public information of each platform (such as its source channel or the equipment used).
For example: When you look at the data, you may notice that whoever accesses your YouTube video through a mobile device will see it halfway through the video, but it will continue to the end on the TV. This may indicate that your content is too long for mobile devices.
With this audience and engagement data and the intersection between them, you can know exactly who is interacting with your video, so you can optimize your strategy to attract audiences.
Create 5 video content ideas
A mobile phone is different from a TV or a computer. Therefore, when making mobile videos, you need to consider the device, screen format, and user environment when viewing content on users’ smartphones.
Check it out and check out some suggestions for videos that work properly on mobile devices:
The buying process is increasingly carried out via mobile devices and is influenced by the opinions of other consumers.
Then link these two trends to create a video about the positive reviews of your brand, Generate more compliance.
2. Product and service demonstration
The demonstration allows consumers to see the product in practice and increase confidence in buying.This is a Vascularization: The basic strategy of selling on the Internet does not allow you to buy or test products.
3. Brand content
Branded content is content generated for the following Entertain the public, Not directly sold.
Some brands have succeeded in this strategy by producing movies and TV series, such as the Intel advertising campaign. These videos have a high degree of immersive influence.
Webinars are lectures or seminars broadcast live over the Internet in real time. You can use this format to strengthen relationships with audiences who can interact in real time.On the other hand, this is showing your Market authority .
5. Behind the scenes
Consumers want to know what’s inside your company.So please enjoy this trigger condition to introduce the rack and Humanize your business. If you want, you can make a real-time video and display “Who knows, he is broadcasting live!”
Do you understand that video is essential to your mobile strategy? Literally, you will be in the hands of consumers face-to-face with other consumers, which is not available in any other form.