Mobile and video–they were kind of the power couple of 2018, weren’t they? We saw social platforms like Instagram further embrace mobile video with IGTV, influencer marketing (based largely on Instagram and YouTube videos) reach its peak, and brands embrace new video-based tech like VR-powered 360-degree videos to engage customers on mobile. And there were plenty of numbers to prove that this power couple is meant to be–75 percent of video viewing is done on mobile, 52 percent of consumers say that watching product videos make them more confident in online purchasing decisions, and the average user spends 88 percent more time on a website with video. Ok, we won’t belabor the point: video is a must for your mobile strategy in 2019. Period. To help you get started on your video strategy, here are a few resources that we think are pretty great:
Give It Purpose
First, you’ll want to take a look at your overall customer journey, and see where video can lend a helping hand (Hint: it can help in a lot of places). When you’re planning out your video strategy, you’ll want to make sure each video serves a very specific purpose and fits in one moment of the customer journey. Wyzowl has some great examples of different brands using video to aid in each moment of the customer journey.
Tell A Story
No video is worthy of creating if you don’t have a story behind it. Video is actually a great way to string together all the parts of the customer journey, and make the experience seem more cohesive for your customer. Vidyard has compiled some great storytelling resources and examples to get you inspired.
Where To Debut It
A common misconception among marketers is that one video will do the trick for all methods of distribution, but that’s not true! You have to think about where your video will be shared and posted before you even create it. For example, a Twitter user might not want to stop scrolling to watch a 2 minute video, but that same person might be more inclined to watch that video if it plays as a YouTube ad. Consider what purpose your video serves, what channels you’ll want to distribute it through, then create the video based on those criteria. Remember, video should never break up the user’s mobile experience, it should blend in and be helpful! Sprout has a whole library of resources for creating video for each of the social media channels, and Single Grain gives great advice on mobile video advertising.
Once you have these areas squared away, you’re set to start creating! We do our fair share of video creation here at Lumavate, and I can tell you that making sure your strategy is in place well before the creative comes into play is well-worth the time and effort on the front end. We can’t wait to see what you do with video in 2019!