According to the Q4 2017 Global Video Index Report from leading online video service provider Ooyala, the mobile video market is growing at a steady pace. eMarketer predicted that more than 78.4% of digital video viewers will watch digitally streamed content on their mobile phones in 2018. Video transcription and tags help provide searchable text so that your videos appear in search results. This means there is a lot to be gained by leveraging the power of mobile videos for your business.
Here are some tips on using mobile video to boost customer engagement:
- Design video for mobile: While there are multiple screens, mobile has become as important as a main screen. Mobile users expect to be able to get what they need, immediately, and on their own terms. Home page design, site navigation, menus, and all other elements should cater to user needs. A recent mobilebusinessinsights.com report points out that businesses are discovering the power of 360-degree videos and VR to boost customer retention. Facebook and YouTube were the first to support 360-degree videos on mobile devices. Users can control the videos for a perfectly mobile-adaptable 360-degree mobile experience. BMW, Royal Caribbean, PBS, PepsiCo’s Mountain Dew and many other brands have seen impressive results with this format.
- Use different types of videos: Businesses are increasingly engaging their customers via different types of mobile videos such as brand videos, product videos, how-to videos, explainer videos, app videos, and testimonial videos. For instance, animated brand videos are a great way to tell your audience what’s unique about your company. Samsung, Starbucks, and Nestle are examples of companies that make excellent use of brand videos.
- Leverage augmented reality: Augmented reality (AR) is defined as “the integration of digital information with the user’s environment in real time”. With connectivity, screens, cameras, processors, motion sensors and the ability to run apps, many mobile devices support this technology. Lowe’s Home Improvement recently introduced a new augmented reality (AR) app for Android that allows customers to check out how a specific item such as a new grill would look in their home before making a purchase. Adidas has launched an augmented reality unboxing experience on the mobile web that is designed to give users a first feel of the product itself. Such previews increase opportunities for sales.
- Implement strategies for better mobile video engagement: The following strategies can promote effective use of video for mobile user engagement:
- Keep it short: Mobile video users are on the go, so keep the video short. According to Hubspot, the average video only retains 37 percent of viewers all the way to the end.
- Consider size: Mobile screens are significantly smaller than those of other devices. So keep shots and graphics simple.
- Pay attention to sound: To reach your mobile audience, ensure sound clarity so that viewers can hear you over any potential background noise.
- Include captions and transcripts: Captions on video ads increases the amount of time people spend watching them, according to a Wired article. Video captions and audio transcription are important for:
- Accessibility to people with hearing problems and cognitive and learning disabilities
- Better comprehension
- Compliance with anti-discrimination legislation
- Allows viewers to watch video in a noisy environment
- Search engine optimization
- Track metrics: Track video metrics like volume, demographics and the buying patterns of your audience. This will allow you to understand what attracts viewers the most so that you can work on boosting user engagement for higher ranking of your video posts in search results.
- Repetition is important: With mobile video playing such an important role in showcasing your business, it’s also important to publish videos on a regular basis. It’s sad but true – boring repetition is the key to successfully getting through to potential customers. Competition makes it very important to publish videos consistently to keep people engaged with your brand. It doesn’t have to be big promotional stuff: short updates about products or events will do and take very little time to create.
Digital marketing company Headway points out that mobile viewing is expected to grow 25% in 2018 – with mobile devices accounting for 72% of all online video viewing, up from 61% in 2017. Headway predicts that mobile video will soon take over as the most used form of marketing. Marketers are continually under pressure to stay competitive by creating innovative ad formats to engage with their audiences and retain their attention. Mobile video allows brands to use advanced digital technologies to engage with consumers personally and as individuals. Video transcription offers huge SEO advantages. An accurate, well-optimized transcript can be found more easily on search. A full transcript will get your video ranked higher on YouTube. With 85 percent of videos watched without sound, digital transcription services will also go a long way in getting your message across to a wider audience.
