How to Capitalize on the Mobile Video Viewing Shift

Mobile Video appears to be a New Additive for Marketers

The exponential growth in mobile devices such as, tablets, smartphones, e-readers etc. has paved the way for new marketing channels. Marketers can use an array of tools and techniques to ensure the success of their business. For instance, after using text messaging services, they are now experimenting with creating mobile videos to widen their reach to their potential customers.

Growth of Mobile Devices

Mobile devices accounted for around half of all mobile-phone sales in Q1 2013, compared with roughly 40% for the whole of 2012. The number of total mobile subscriptions grew by 8% globally year-on-year by Q1 2013.(Source: BusinessInsider)

A Glimpse of Mobile Video's Growth

Video consumption has gained substantial ground in 2012; however, its expansion on mobile devices, such as, tablets and smartphones grew manifold in 2013.  Fig. 1 shows the difference between the rate of growth in mobile video consumption in 2012 and 2013.[Source: BI Intelligence]

Fig. 1

The growth in mobile audience means increased engagement and revenue opportunities for the marketers. Tablet users can be termed as the early adopters who would likely spend more money and consume more media content [Fig. 1]. Marketers can target these audiences and formulate their mobile video strategy accordingly. And not surprisingly, Apple devices continue to dominate video viewing with a 60 % of share, whereas, Android comprises 31 % in comparison.

Fig. 2

 Social Media + Videos = High Engagement

The continuous rise in the mobile users’ interest towards visual content has given marketers an opportunity to present their brands in a new and interesting form. Many have increased their social media marketing efforts to attract more engaged digital video viewers. [Fig.3]

Fig. 3

 More and more people are spending time on video sharing and social networking and various other blogs. Although all the mobile devices let users search or go direct to videos, but, social networking sites such as Facebook, Twitter, YouTube offers more engagement. In fig.4 Starbucks Coffee shared a video on their Facebook page, which got 14,939 likes from their followers.

Fig. 4

 Effect on viewers after watching videos

A recent research report on Social Video shows that if marketers get successful in capturing the attention of their target audience, chances are high that they will either access the website of the brand that created that video, or like the video or both. Fig. 5 shows the behavior of the target audience after watching the videos on various channels.

Fig. 5

How Marketers can capitalize on the Video Viewing Shift?

1. Create videos that interest the target viewers: focus on creating content that’s quick and engaging and can be easily viewed by the users on the go. Make the content easy to share so that the mobile users can share the video with their connections.

Fig. 6 shows the most popular video categories viewed (weekly) on various video sharing sites by the users.

Fig. 6

 2. Marketers can share videos on various:

I) Social media sites (Facebook, Twitter, Linkedin, Path) – Mobile devices have become the primary devices where they constantly logged in to their social media profiles. Smartphones are the on-the-go devices whereas, tablets have become the bedtime devices. 

II) Video Sharing site (YouTube, Netflix) – In the month of March this year, YouTube, named as the video Mecca, announced a major milestone: one billion monthly users. That’s nearly half the entire user base of the internet. YouTube, the most popular video sharing site passes 4 billion video views daily [HubSpot Research]. As a result, the site has become a favorite platform for marketers to exhibit their products and services.

III) Mobile Apps (Vimeo, Vine, Klip, Instagram) – Over the last two years, the U.S. mobile video audience has increased 77% to 36 million viewers (Source: BusinessInsider).
Brands looking to reach a large video audience for their commercials can upload their video commercials on mobile apps, which are frequently accessed by the users.

Fig. 7

 IV) Video Blogging – is another in-thing in the present times where marketers can build connections and interact with the target viewers like no other blogging format. Brands can also participate in various awards such as, Shorty Industry Awards for Best Use of Video in a Social Media Campaign for more recognition and fame among the target audience.

V) Company website – Adding videos in the company website is a tried and tested technique. According to Forrester Research reports, “a video that is properly submitted (tags, descriptions) is 50 times more likely to hit the front page of Google when compared to standard marketing techniques.” 

3. Communicates with viewers: Marketers can create campaigns where they can ask the viewers to create their own videos. This ensures engagement and makes communication a two-way process.

Are you looking to increase the traffic on your website or want to establish you brand among masses? Mobile video marketing is the way to do it.

For more information on iPhone app developers and app marketing strategy send in your email to marketing@ymedialabs.com

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