With so many devices out there, from smartphones to tablets and even some next-gen gaming consoles, it can be no surprise that we are absorbing digital content like never before. Of course, you want to harness this power for your business – but how? First, you need to understand the basics.
How much are we watching?
Video is the hottest trend of 2016. Facebook CEO Mark Zuckerberg announced last year that Facebook is generating eight billion video views per day. That’s huge – but it’s not all. YouTube has over a billion users, and that number is only going to grow. According to YouTube statistics, the number of people using YouTube has increased 40 percent year-over-year since 2014, and the number of hours that people spend watching videos on YouTube has increased more than 50 percent year-over-year.
The demand for video has clearly increased exponentially, and we see no reason to expect that this will slow down anytime soon. Video is taking the online world by storm, and Cisco is predicting that by 2019, 69 percent of total internet traffic will be video. This gives massive potential for online video advertising. Currently, the average click-through-rate (CTR) of video ads is 1.84 percent, which is the highest CTR of all digital ad formats. In a world where more and more people are turning in to watch, just imagine what this could do for your business!
Where are we watching?
We are living in a world where there are screens everywhere. Not only in our homes, but also in our workplaces and even in the palms of our hands. And this is changing our viewing habits. Online viewing is way up, with six out of ten people even saying they prefer watching online video platforms to live TV.
While brands used to automatically think of television as a way to reach audiences, these figures show it’s time to update that mindset. The time we all spend in front of the TV is going down, so it’s time to embrace a new form of marketing – online video for mobile devices.
According to YouTube, the number of hours people spent watching videos on mobile is doubling every year, and more than half of YouTube views come from mobile devices. The figures are impossible to ignore. Audiences are beginning to expect to consume content via video and are spending more and more time doing so.
To be successful, marketing must place relevant content in fields where the audience is most engaged. Increasingly, this is their smartphone. As a result, brands who want to make the most of their marketing content need to factor mobile video into their overall strategy.
What kind of content should we be creating?
For a long time, mobile video was a mere afterthought. The focus was on more traditional ways to reach consumers – if a video made its way onto the internet at all, it was just a duplicate of what was already being played on television. This is no longer good enough.
Advertising that is designed for TV simply is not optimised for mobile viewing. Audience viewing habits are vastly different between the two mediums, and using a television ad online will at best waste a brand’s time and money, and at worst actively damage the campaign performance.
Savvy brands need to employ new strategies with online video. Some are merely technical – for example, ensuring the call to action is easily seen on a small screen, and making the audio secondary to visual elements. It is also worth noting if your videos are shot in vertically or horizontally. Some are to do with the way audiences respond to video – for example, users are most engaged with content during the first six seconds, so keep videos short and ensure all the important information is addressed right at the beginning.
But it is not enough to merely concentrate on the videos themselves. Brands must also ensure their website is fully responsive to mobile video. Also, make sure to upload videos to a common and easily accessible video platform. With a huge proportion of market share, and with eight out of 10 people visiting at least once a month, YouTube is a good choice.
Ultimately, employing an intelligent mobile video marketing campaign can really help your business take off in new ways. The trend is only set to grow – so why not get in on the ground floor?
For memorable, beautifully created digital content, get in touch with the team at Croud Australia.