As the year goes on, we watch as video continues to grow not only in demand and popularity, but also as the common denominator for marketing success stories. According to a recent Wyzowl survey, 63% of businesses say they use video as a marketing tool. That’s an 8% increase over 2016. When you couple that with the fact that 84% of consumers have made a purchase after watching a brand’s video, you just can’t deny video’s growth and obvious effectiveness.
While those numbers continue to impress marketers and brands across the board and prove video’s marketing power, the trend looks to favor mobile video advertising as mobile viewership continues to skyrocket. In the early months of 2017 alone, 90% of consumers reported that they watch videos on their mobile device before making a purchase. What’s more, Cisco recently stated that by 2020, over 75% of global mobile data traffic will be video content.
All this makes mobile video seem like the a great candidate for the next gold standard in marketing. So much so that social network giant, Facebook, recently launched a B2B advertising campaign focused on mobile video.
Earlier in March 2017, Facebook announced their plan to run a large scale campaign specifically targeted to marketers, agencies, and the creative community. Their goal? To educate this highly-engaged audience on how to create more videos specifically designed for the platform’s smartphone users. Gwen Throckmorton, Facebook’s US Industry Entertainment Head, said, “The campaign is talking about how mobile video unlocks a huge power for marketers to tell their stories.”
If this massive campaign by Facebook tells us anything, it’s that mobile video marketing isn’t just an attractively budding trend–it’s actually the future of video advertising. What does that mean for you? Now’s the time to jump on board with video; use it, test it, and start killing it early.
Overcome the Mobile Video Barriers
Size Isn’t Everything
Facebook’s campaign will take two different forms over the next couple of months. In its later phase, it will work to debunk the “myth” that mobile video isn’t capable of connecting with audiences on a deeper level due to it’s screen size limitation.
As one way to help solve this, Facebook updated the look of their mobile video ads. They released the new feature after discovering that users do prefer a larger size. So, when you go to make a mobile video, use these technical guidelines to get the best possible results on Facebook.
Today’s Audience Already Engages With Mobile Messaging
Another way to overcome the barrier is the fact that audiences now are more receptive than ever to mobile messaging. In 2013, YouTube introduced the Gen C audience. YouTube defined it as people who cared deeply about creation, curation, connection, and community. As opposed to an age group, Gen C represents an attitude and mindset of people who fed their hunger for information and connection with video consumption. YouTube found that Gen C’s video views on smartphones was growing twice as fast as views on desktops.
Fast forward to today, there is a steady rise in not only viewership, but also, engagement. In 2016, Hyperfine Media found that 92% of mobile video consumers share videos with others. Obviously, mobile devices lack the same size of desktops, laptops, and a television. But, the mobile evolving audience doesn’t seem hindered or bothered by the screen size. They’re open to the message and even feel the need the share it with others.
When creating your video ads, keep this growing connection-driven, information-hungry, and highly-receptive audience at the top of your mind and in the center of your creation process.
Emotional Messages Get The Response You Want
Understanding how and what to communicate to your audience isn’t a new challenge. It’s the cornerstone of all good messaging. But, considering this new hyper-connected audience, the right message is what will get you in front of the most engaged eyes.
Facebook tackled this in its own campaign by appealing to the emotions and offering hard facts. Their campaign kicked off with two 15-second videos of people emotionally reacting to mobile videos with the line, “Make them laugh, cry, wow and buy.”
Take a page out of Facebook’s book and find an emotional tone and message. Whether you want to elicit a feeling of joy or surprise, use premium content that will communicate it visually and craft text that reflects it simply and obviously.
The Future of Mobile Video
It’s amazing how quickly video grew into such a powerful tool for marketing. It’s come so far already and, now, we’re about to watch as it takes over the mobile space. If Facebook is right, running videos without considering the mobile users won’t harness all of its power. In order to stand out, connect with a more mobile-motivated audience, marketers and brands really need to include mobile video in their marketing strategy.