Mobile-optimized video is here and the numbers are staggering
Video has the power to engage and convert viewers in a way that no other media format can, and its effectiveness is amplified on mobile screens. Whether you’re an enterprise, a scaling startup, or a small business, mobile-video should be a central tenant of your marketing program.
Did you know that the human brain processes video 60,000X faster than text, and video resonates longer in the viewers mind? Even the most compelling headline can’t beat a 10 second video. And with 52.6% of all internet traffic originating on mobile, every modern marketing program that incorporates mobile-optimized video has the potential to double their reach.
The world is rapidly shifting to mobile-first
The vast majority of Americans – 96% – own a cellphone, most of which are internet enabled and capable of displaying video content. And smart phone ownership is at 81% as of 2019, up from just 35% in 2011 (Pew Research).
If your business is global, you’re in luck because the number of smartphone users worldwide today is over three billion, and forecast to grow by several hundred million in the next few years (Statista). And if your customer-base skews young (18-34), your marketing program absolutely should be mobile-first with 68% of young people claiming mobile devices as their dominant channel for internet use (Hubspot).
Mobile-optimized video is in demand
Video is by far the most visually expressive media format, and today demand for video is on the rise. Video can emotional connect in a way that static imagery and plain text just can’t. Its power comes through a mix of movement, body language, scenery, pitch, and intonation. Think about the last time you scrolled through a social feed. What was it that caught your attention? Was it a static post or a video of your nephew playing with the cat?
The numbers don’t lie. 54% of consumers are eager to see more video content from the brands and businesses that they love and support (Hubspot). And video ads are the #1 way that consumers discover new brands and businesses according to 93% of surveyed marketers in the 2018 State of Social Video: Consumer Trends report (Animoto)
Mobile + Video are the perfect match
What the numbers tell us is that mobile devices are omnipresent and video is the most effective media format for earning engagement. brands seeking growth should take advantage of these lasting trends to expand their reach, earn qualified engagements, and improve conversions.
Look at Quibi as proof of the power of mobile-optimized video. This nascent platform pioneered by super entrepreneur and eBay founder Meg Whitman netted over a million adopters in its first 3 weeks on the market. Designed for mobile users on the go, Quibi’s media programing is short (under 10 minutes), and displays beautifully on phones in vertical or horizontal formats.
In a nutshell, internet traffic is dominated by mobile, and as such the content you deploy to promote your brand should reach your customers on the screens they use in the format they prefer. What works on television and desktops does not necessarily translate to small screens, and for that reason a mobile-optimized video marketing program will carry your message farther and return more on your investment.
The science behind why video works
For the majority of our existence, humans have relied on visual communication to survive and thrive. It was only in the last 3,700 years that written communication was introduced. As such, our brains are simply hard-wired to process visual information better and faster than text. In fact, 90% of the information we communicate today is still visual.
Did you know that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text (Forbes). Video is the evolution of communication and the next best thing to in-person connections. The key is to make it engaging, timely, and targeted. There is a clear indication that people tend to skim most written and audio content (Hubspot), so grab their attention and keep it with mobile-optimized video.
Getting started with mobile-optimized video
If your brand or business is new to video marketing especially for mobile platforms, now is the perfect time to get started. Video production is increasingly low cost and high-quality, and when deployed strategically can earn engagement, build brand awareness and increase sales.
Start out with a content stack to deploy, test and validate your messaging. Then review the data, pivot were needed and redeploy. Ensure that your message and visual presentation align to your existing brand standards, and emphasize an action step that you would like the viewer to take.
