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Recently, Cisco stated that by 2020, video content will take up an overwhelming 75% of mobile traffic. That’s a huge increase from 2015 where it took 55% of the traffic.
This is a staggering fact but nevertheless not one that will surprise many. Mobile devices have penetrated our daily lives deeply. Coupled with more powerful data connections like 4G and readily available public WIFI hotspots, an increasing number of audiences are now able to easily access online video content.
So how does this affect you and your brand? With a surge in video content popularity, it is imperative that you consider video marketing very seriously.
Who is your audience?
Videos have a lot of benefits. Go online and type in benefits of using videos online and you will come across hundreds of benefits. They have better engagement rates, they get more organic reach online and whatnot.
But here’s the thing, videos aren’t going to help your brand online unless you specifically think what kind of audience you have and how they engage with your content.
Plastering videos online just for the sake of getting engagement will, unfortunately, be a waste of your time, money and effort. So how do you create videos for your audience? Ask yourself the following questions:
- Who among your audience finds watches and shares your mobile videos?
- The kind of videos do they like and want to share with their peers?
- What platforms are they using to access your videos like YouTube, Snapchat, Facebook, etc?
- At what time should you really promote your video content on social media platforms?
- What metrics should you use for paid mobile video marketing campaigns?
Answering these questions will allow you to create video content that will resonate with your target audience and help you get more traction online. Let’s go deeper into this conversation.
Mobile penetration is increasing constantly!
Another reason why you should consider creating a strong and viable mobile strategy is to look at the numbers. For any online marketer, it is imperative that you consider that mobile penetration has seen an upward trend over the years and will continue to do so still by 2019.
As the following graph shows, mobile penetration in 2017 is expected to be 64.5% compared to 62.9% in 2016. The number continues to till 2010 where it sits 67.1%.
Considering the adoption of mobile devices as primary tools to browse the internet and use social media platforms, any brand lacking a solid video strategy is going to lose the online battle to gain more followers.
It’s the cool thing to do:
Hey, remember your boss said he wants to attract millennials to your brand? Well, videos can do the trick.
According to Google and Ipsos, everyday people between the age group of 18-34 year-olds will be using their smartphone more compared to any other device. In the same study, they found that watching videos on mobile devices was far less distracting compared to watching television. In fact, they are 2x more attentive and focused when using mobile devices to view videos.
And that’s just the cusp of it all. With mobile devices, millennials are able to watch videos even if they are not at home compared to a television which is restricted your living rooms. So whether they are taking the bus to their university or work or at a gathering with friends, with high-speed data connectivity, they can easily watch videos at any time.
Think multiscreen now:
The screen of mobile devices is indeed tiny but you cannot deny its power over other forms of media. That is why in today’s age of video content marketing, you have to have mobile-centric thinking to ensure your content meets all of your audience at every digital touchpoint.
Consider creating a cross-channel marketing strategy where you can post and promote videos online across various platforms. Your target audience can be at any place like they may be on Instagram or might be scrolling through their newsfeed on Facebook or checking out what’s trending on Twitter.
So the real question is what are you going to do about it. Recently we partnered with Johnson and Johnson’s Healthy Essential to create social media-centric videos that highlighted healthy living tips for families. If you are interested in creating a solid video strategy for your brand, get in touch with us today.