The TV is on, but you have your eyes directed to the video posted on Facebook. In line at the market, you chuckle while watching the videos received by WhatsApp. And before going to sleep, you look at your mobile and watch a movie trailer on YouTube.
Surely something like this has happened to you, right? These scenes are common, because the video mobile They are part of our life!
The mobile accompanies us all the time!
It is there so that, in a free moment, you can watch a video on the internet. It can be a home recording of your friends, a clip of your idol, an episode of your favorite show, a lecture from your study area.
You can see everything on the web.
And if the mobile is nearby all the time, the trend is that online videos are viewed more frequently on the smartphone screen.
And what does that mean for your brand? If you want to adjust the behavior of the current consumer and win his attention, you should also participate in this trend!
In this post we will explain the importance of investing in mobile video within your digital marketing strategy. Go?
5 reasons to invest in mobile video
There are two strategies that deserve your attention: video marketing and mobile marketing. Imagine, then, joining the two: the reasons to invest in them are multiplied.
This is the thing with mobile video. We have gathered below the main reasons to invest in this:
1. Adapt to new consumer habits
Before, video content was restricted to television. Today, the internet offers endless options. Plus, you don’t have to be on the couch at home to see them! Anywhere and at any time, you just have to play on your mobile.
The data confirms it.
In Brazil, smartphones surpassed computers on the subject of internet access in 2014, according to the IBGE. And in an investigation IAB In 2015, 37% of Brazilians said they watched more videos on the phone than they did a year ago.
Therefore, when you think of mobile video, you are creating a way to be part of the daily life of consumers, since the mobile and videos are often present in the routine.
2. Conquer attention at the time of purchase
Today, purchasing decisions are not as simple as before. The consumer goes through various channels, transitions between online and offline, consumes different types of content, evaluates different options, and finally makes a decision.
On this journey, the phone functions as a personal shopping assistantin which the user can ask questions, consult information and see testimonials from other consumers.
Then, videos can also be used in these strategic moments of decision with the maximum power: they are capable of capturing attention and persuading 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 has a more intimate experience than the television or the computer, it is already very close to the user — literally in the hand, face to face with him.
According to one google searchsmartphone users are more likely to feel an emotional connection to brands that create video content than TV (2x larger) and desktop (1.3x larger) audiences.
Therefore, this is your opportunity to talk to consumers and gain their trust, creating emotional bonds in this relationship.
4. Increase participation in social networks
On Facebook and Instagram, more than 100 million hours of video are watched every day. And, between 2012 and 2015, the upload of videos on these platforms grew by 616% .
The numbers are impressive, right? The one who soon realized it was Mark Zuckerberg and he began to invest 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 with respect to other formats and will gain more attention from the mobile user.
5. Increase traffic and adherence on the site
Videos are an important Content Marketing tool, if they offer value content to the public. This means not only does it address interesting topics, but it also makes it easy to consume on any device.
When this happens, they have the power to drive 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 of stay on the page. After all, when the video is good, it makes you want to watch until the end! And Google knows how to recognize it to benefit your effort in searches.
Main mobile video platforms
If the consumer journey is multichannel, your mobile video strategy should be too. The content needs to travel through different channels to be found and seen by more users.
So the trick is to create a cross-platform strategy . Now look at the main platforms you can work with:
Only those data already show 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 very large potential range! With SEO techniques for YouTube, you further increase the chances of being found in search.
Facebook competes with YouTube in the video market, despite not being specialized in this format.
Some solutions such as: video ads, live videos and automatic playback in the feed, are in favor of videos on Facebook. And, because access to mobile apps is huge, video can reach thousands of users.
Like Facebook, Instagram also began to value videos, but still without many resources.
The app also has autoplay feature in the feed and that increases views and offers stories that can be pre-recorded or done live. The important thing is that the videos on Instagram have the characteristics of the network: creative, aesthetic and natural.
Vimeo is a platform specialized in online video that competes with YouTube. However, with the popularity of the competition, he began to focus on creative and high-quality content.
Today, Vimeo gathers a more critical and segmented audience. Therefore, 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’s an option for when you want to stream a conference live or speak to your audience. You can interact and take your questions in real time.
Audience and engagement: who sees and engages with your videos?
Video mobile is all about consumer behavior. Therefore, to understand how your strategy works and optimize it, it is necessary to consider the responses that the user gives to your content.
The data about the videos is divided into indicators of content consumption (such as number of views or minutes attended) and hitch (such as shares and comments).
These indicators must also be crossed with the information of the public profile of each platform, such as its source channel or device used.
For example: when crossing the data, you can notice that whoever accesses your YouTube videos from the mobile sees them halfway, while on TV they go to the end. This shows, perhaps, 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 engaging with your videos and optimize your strategy to meet your audience.
5 video content ideas to produce
The mobile is not the same as the TV or the computer. So as soon as you produce your mobile video, you need to think about the device, the screen format, and the context of the user viewing the content on their smartphone.
Take a look at that, and then take a look at some video suggestions that work well on mobile:
Increasingly, the purchase process goes through the 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 adherence.
2. Demonstration of products and services
The demonstration allows consumers to see the product in practice and increases the confidence to buy. It’s a way of tangibilization: an essential strategy to sell on the internet, which does not allow you to take or try the product.
Branded content is the content produced for entertain the publicnot directly to sell.
Some brands have been successful in this strategy by producing movies and series, such as Intel campaigns. The videos are highly immersive and generate great impact.
Webinars are conferences or seminars broadcast live over 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 of showing your market authority .
5. behind the scenes
Consumers are curious to know what happens inside your company. So, enjoy this trigger to introduce the backstage and humanize your business. If you prefer, you can make a live video and show that “who knows, he does 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 capable of delivering.