As we enter 2020 and begin a new decade, it’s clear that the world we live in is becoming more digitally-driven every day. It’s been almost 13 years since the first-generation iPhone was released in 2007, but smartphones have completely transformed our lives in the time since.
How do mobile devices affect digital consumption?
Many people reach for their phones first thing when they wake up, and put down their phones as the very last step before falling asleep. We’re tethered to our devices for better and for worse, experiencing negative effects like digital addition and FOMO, but also positive effects like ease of connection and access to information.
Beyond our personal digital consumption habits, smartphones have also altered the advertising landscape for brands. Expensive television spots are no longer the only option for generating brand awareness, and many brands have shifted away from television commercials in favor of other branded digital content.
To that end, mobile channels are increasingly effective in influencing consumer buying habits—especially when video is involved.
Why are mobile devices so important for brands?
First, let’s look at the impact of mobile channels. In 2016, Google found that 76% of people who conduct a local search will visit a business within 24 hours, and 28% of those searches result in a purchase.
Another study found that a full third of people now make purchasing decisions exclusively on mobile, and 39% of survey respondents shared that smartphones were the most useful means of conducting research before making a purchase (up from just 19% three years prior).
The research is clear: Consumers in today’s society rely on their digital tools to inform their purchases, and mobile devices are a critical component.
How does video fit into a mobile marketing strategy?
So, where does video come in? Video and mobile devices complement each other perfectly. Over 70% of YouTube video views come from mobile devices, indicating a preference for engaging with video content on mobile devices instead of desktops.
This research has a few implications for your mobile marketing strategy. First, your overall marketing plan should include specific considerations for mobile content. Because so many people are engaging with brand information on their smartphones, ignoring this option will push users straight to your competitors.
Second, incorporate video content into your mobile strategy. Video allows you to tell a more captivating story than long walls of written text, meaning your audience is more likely to stay engaged with your content.
Finally, take the extra time to optimize your content for mobile. Trying to post the exact same content you’ve been using for desktop ads or television spots won’t be as effective as customizing your approach for mobile. Take note of where your content will live and what features you’ll need to be aware of (for example, does the video autoplay, will viewers watch without sound, what are the dimensions) and tailor your content plans to those specifications. The extra effort will pay off when your audience has a perfect viewing experience.
What are you waiting for? The time to create mobile video content is now—don’t get left behind this year!
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