Mobile Video Marketing Trends
With the development of mobile devices, several businesses have had to adapt their websites to a mobile format. According to an article on Tubular Insights, written by Carla Marshal, video will account for 70% of all mobile traffic by 2021, which is an increase of 55% over the next 5 years. This statistic is very indicative of how prominent mobile devices have become over the last ten years, and how instrumental they will continue to be for businesses who wish to advertise their products and messages. The report also stated several highlights, which are as follows:
- Teenagers spend 85% more time watching video content on their mobile devices.
- YouTube, the second largest search engine, is responsible for 50-70% of video traffic on mobile devices.
- By 2021, the average website user will use approximately 22 GB of mobile data on a monthly basis – and that will only account for viewing video content.
What is Mobile Marketing?
Mobile devices are not limited to smartphones. Tablets, iTouch, iWatch, and other handheld devices all contribute to a higher rate of accessibility for any viewer who surfs the Internet. For businesses, engaging in the practice of embedding video content on mobile devices has a higher chance for traffic on their sites and overall consumption. While mobile viewing is typically used for shorter videos, users are relying on them more and more to watch longer quantities of video.
Types of Mobile Marketing
The evolution of mobile devices has catered more to the younger generation, which makes them the most likely demographic to access sites through their cellphones. While most age groups have adapted to the mobile video trend, the teenage viewership is by far the most pronounced. This allows for businesses to broaden their target audience, providing for a more inclusive, all encompassing audience. Not only is adapting to a mobile layout good for video content, but social media marketing is also a possibility through portable devices, as their software is better geared for cellphones and tablets. For a company that wants to increase their social media presence, modifying their layout to both desktop and mobile layouts is an excellent way to gain prominence, brand recognition, and a larger viewership.
The Importance of Mobile Marketing
A report released by Animoto showed that consumers view brand videos on several social media sites, including Facebook (49%), YouTube (32%), Instagram (24%), Snapchat (22%), and Twitter (22%). This demonstrates that a company needs more than one platform of social media in order to have an effective marketing plan come to fruition. Moreover, it has been reported that video is essential for any company looking to market their products or services. Companies that are dependent on their video production are looking to drive traffic and views, purchases, and customer engagement on various platforms, which further shows the importance of social media and mobile devices.
Sites that have garnered a substantial amount of traffic are more likely to optimize their content. While SEO can be done on a desktop, mobile devices are also likely to display hyperlinks to other site pages. Therefore, the company is able to control what every viewer sees, and can take control of their own narrative and the content they want to prioritize and subsequently direct views towards.
Mobile Website Design
Most desktop formats are easily adaptable to mobile layouts, but a way to ensure a site that is equally favorable for both is to adopt a responsive web design. Most companies used to have two primary websites, which include their main site and a second mobile version of it. While it was an attempt to be present in various locations, it also meant that they were difficult to manage and update. Now, sites have the potential to be responsive enough to adapt to several devices, which subsequently meet each user’s needs, and provides them with a better experience. This reduces the bounce rate and boosts website conversions and brand reputation. The businesses itself will only have one sit to manage, which increases efficiency, which implies lower web management and a higher R.O.I. Google, which still reigns as the largest search engine, has claimed that it prefers sites with responsive web designs, which should motivate businesses to shift towards a mobile layout immediately.
Mobile Web Design Best Practices
Google prefers responsive design because it makes the process of indexing and organizing all of its content more expedient. When a site has responsive design, the URL and HTML coding is the same across all devices, which means that there is a single source for all of a company’s content. Not only is this easier for Google, but also for users looking to gain as much information as they can from a company’s site. Mobile display is also versatile and responsive enough to be aesthetically professional on several devices and apps. This attracts viewers to the brand, and allows for creativity when it comes to web and mobile design.
Surfing the Internet is incredibly representative of the future of content consumption. In order for a business to stay relevant, and in order for their content to be clicked on, shared, and revisited, adopting a mobile layout through responsive web design is an essential strategy.