|Have you tapped into the mobile video trend?
Digital platforms offer countless ways in which brands can engage with their target audience – and video in particular is proving both popular and effective. Indeed, a study commissioned by Mailjet in March 2017 found that 37% of people want brands to communicate with them via video more heavily. This is particularly true among young people, with 52% of 16 to 29-year-olds wanting to watch more mobile videos.
A separate study by YouGov supports these findings, stating that in the last 6 months, more than half of smartphone users in the UK watched video clips on their phone, with 40% of these doing so more than they did 12 months ago. Furthermore, three-quarters of 18 to 24-year-olds said they watch short clips on their devices.
So should you be moving into offering mobile videos and what benefits could you get from catering to this growing demand?
Boosts engagement with wider marketing campaigns
Online videos don’t necessarily need to be entirely original content designed for the web. Often, they could be repurposed TV ads, or video depictions of imagery used in other marketing materials, from posters and leaflets to promotional gifts such as powerbanks and keyrings. Videos can therefore play a big part in building brand familiarity and getting people to notice your wider marketing efforts.
Videos boost social media engagement
According to research by Animoto, more than 8 in 10 people have liked a company video after it appeared in their social media news feed. Furthermore, almost half have shared a video on their profile page.
Moving content adds value to emails
Even if marketing emails get opened by recipients, they’re unlikely to be read to the very end if they are too text-heavy. Embedding a video into an email can therefore be a good way to get more out of these mailshots, particularly as they encourage viewers to click towards wherever your video is hosted, such as your YouTube channel, your social media pages or your company website. The Animoto study revealed that 56% of people have watched company videos that arrived via email. Figures also showed that 43% are more likely to read email newsletters if they include links to video content.
Videos can take many forms
Marketers have tremendous creative freedom when it comes to video. If you want to do more than repurpose your TV ads, you could take the opportunity to show a different side of your brand, perhaps by posting videos of interviews with your key personnel. It’s a chance to put a human face on your organisation and show aspects of your brand personality that you wish to put across. Alternatively, you could tie videos into your wider marketing strategy by teasing an upcoming product launch or news on other big developments within your company.
Videos can be instant
If brands want to engage with customers in a more instant and immediate way, streaming live videos could be a great approach to take. You could stream videos of anything from events and conferences you are attending to product launches, or maybe even conduct live question and answer sessions with people from your firm. It’s a great way to gain visibility on social media and genuine insights into what your target audience are thinking at the same time.
Mobile video advertising is the fastest-growing digital ad format
According to the Internet Advertising Bureau (IAB) and PwC, spending on mobile video advertising rose by 103% in 2016 to £693 million. Figures also showed it made up nearly a third of overall growth in UK digital ad spend last year, which came to £10.3 billion. As James Chandler, Chief Marketing Officer at IAB, says: “The rise in people consuming mobile and video content has accelerated digital’s growth rate to its highest level for nearly a decade. Reaching the £10 billion threshold has been made possible by brands breaking the mould, trying innovative formats and making the most of video to reach and amaze people.” The findings certainly suggest the appetite for this form of marketing is growing and marketers can be sure that it won’t go away anytime soon. Now is therefore the time to get on board with this emerging tactic and reap the rewards.
UK Digital Ad Spend Grows Fastest Since 2007 eMarketer
People think they won’t use LinkedIn, Snapchat and Pinterest in a decade, says survey The Drum
How Brands Can Leverage The Insatiable Demand For Video Content Forbes