In this week’s edition of FAQ Friday, we take a closer look at what makes mobile video an essential tool for your marketing efforts.
Google’s marketing team defined the Zero Moment of Truth as the split second where a consumer is presented with a purchasing decision online and decides to move forward or not. As we move through 2017, we are noticing that the rise of mobile use has changed the way users interact online. The Zero Moment has been broken up into countless micro-moments where users observe, and choose to engage with, branded marketing efforts. It’s essential that you incorporate a mobile campaign into your marketing strategy, but where to start? Don’t worry, we’ve got you covered.
Why go mobile?
To put it simply: because that’s where your customers are! The best marketing campaigns are those which reach ideal buyers on their own terms and via their own channels. Mobile's tiny but mighty screen is having a profound impact on the way people communicate and engage in the online marketplace. Consider this: When it comes to digital video viewership, 50% of global viewership on YouTube comes from mobile devices. This presents great opportunities to purchase ad space which will precede already-published video. But even better than that, why not create your own content for people to see?
How do I create video that is optimized for mobile?
Depending on what the purpose of your video is, you may want to keep it as short as possible. If your video is meant to go viral and be shared; a shorter video is more apt to be seen all the way through. If your video is instructional, you may need to keep it longer.
It might seem obvious, but all too often people forget this simple fact: mobile screens are significantly smaller than desktops. Wide-angle shots that might work in a normal video will make it impossible for viewers to catch the details on a mobile device.
Keep your shots and graphics simple. Use close ups of faces, big bright images, and anything else that doesn’t require the viewer to pick up small details. Also, avoid small text; if you need to use text, make it big and bold so that people don’t have to strain to read it.
How should I share my video once I’ve created the content?
In terms of sharing videos, there are tons of streaming video sites, each with their own unique advantages. YouTube is easy and it allows you to reach the largest number of potential viewers. Instagram and Vimeo are better for short videos with more highly targeted audiences. You should also consider hosting videos on different platforms, such as Wistia or Vidyard. These OVPs (Online Video Platforms) offer more robust analytics than a simple view count. You can track engagement, sharing, and which sections of the video are skipped or re-watched. Wistia even has a new tool, Soapbox, which helps you create professional video without expensive equipment.
What are the budgetary constraints for mobile video?
Spending on mobile video advertising is projected to exceed $6 billion by the end of 2017, meaning 2017 is a prime opportunity for mobile marketing to earn more resources allocated to it. It’s important to strategize and prepare a comprehensive video mobile marketing campaign before you start filming. Having conversations with the marketing and sales teams will give insight into your most ideal target customers, what their problems are, and how you can leverage video to solve those problems.
Does mobile video marketing always have to sell something?
Absolutely not! Of course, the ultimate goal of your business is to sell a product or service, but that doesn’t always need to be an explicit ask for a purchase. In fact, coming off too strong can be seen as spam, and be detrimental to your brand. Really, the goal of your marketing campaigns should be to increase your visibility online as a thought leader in your industry.
You want to encourage participation and engagement with your user base. 76% of executives already watch a business video at least weekly, and these are not videos which have a clear call-to-action for purchasing anything. Instead, they are looking to learn more about their industry, keep up-to-date with best practices, and gain new insights and perspectives in their field. And because executives are always on the go, mobile video can solidify your place in the online community and boost your reputation as an industry thought leader.
Video Marketing solidifies your online presence whilst building deep and meaningful relationships with your customers. It adds a personal touch to your brand whilst increasing your conversions!—Lilach Bullock
How do I create video that is tailored to mobile users but not “spammy?”
The world of mobile marketing is developing guidelines that encourage non-interruptive ad formats in order to create positive user experiences around advertising. 76% of viewers like to be in control of the sound of video ads, while 74% find autoplay with sound to be annoying. A poor user experience is much more intrusive on mobile because these devices are so incredibly personal.
What is more important, quality or quantity?
Obviously, you want the quality of your videos to be high. Proper lighting, sound, and clear visuals are necessary for good video content. But quantity is important too: You want your mobile video marketing to be consistently engaging your on-the-go users. It’s harder to make an impression on mobile due to the number of potential distractions, so consistent repetition is key to getting customers interested in your brand.
This is where the short-form, loose feel of mobile videos comes in handy. You don’t have to be putting together major productions on a daily basis (which can be extremely time-consuming and costly). Short update videos about products, events, or sales can create interest and take very little time to put together.
The tiny-but-mighty smartphone screens are attracting the attention of online users, and this is leading to more and more online purchases made via mobile. Even if they don’t sign on the dotted line from their phone, having a positive online mobile presence will mean increased thought leadership and brand awareness for your company.
Subscribe to our BLOG
Stay in touch & learn how to attract customers, become a thought leader, create effective marketing campaigns, & more.