Consumers increasingly use mobile devices to view content online. Study after study cites the fact that mobile devices are on a continued rise as the preferred medium for content. They surpassed desktops not too long ago and will undoubtedly continue to rise in dominance.
Mobile devices are always at hand, can be used almost anywhere, and are a convenient way to consume content. Because of this, marketers are on the lookout for the preferred type of content consumers want to view on their mobile devices.
What's easier to do on a mobile device? Reading an article or watching a video? If you answered watching a video, then you're in the majority. Video ad spend is expected to reach over $100 billion by 2023, accounting for 80 percent of all Internet traffic according to a recent article on MarTech.
Facebook was the first to tie “mobile first” to “video first” as a strategy for brands. Why? Well, think about the billions of Facebook users and its unlimited content. Facebook knows where people browse on their site and, more importantly, what type of content they pay the most attention to. And that content is video.
Just look at the evolution of video. Why do you think we’ve progressed from stitched photo videos to real-time video and now 360 degree, augmented and virtual reality video? It’s not because marketers want it. It’s because consumers want it. There is simply no other reason to create a strategy and invest the time and effort into content production.
Look at Netflix. It went from a small mail-order movie rental company into one that dominates consumer’s televisions with streaming content. It is now one of the fastest and most prolific producers of original content in the country. Why would it choose to make that investment? Because that’s what consumers want! Netflix knows that the more eyeballs it can get, the more money it can make.
And that's precisely how you should be viewing video content.
Video continues to dominate every form of content delivery. It takes less effort to consume and is more immersive. It’s easier to consume on mobile devices and captures more details in a way that text can’t. A consumer can’t really “see” a car by reading a Monroney sticker. They can, however, kick its virtual tires online and cruise through and around it via video.
Video content is here to stay. Not only is it here to stay, but marketers that fail to use it – and fail to have a robust mobile and video strategy – will quickly find themselves left behind eating their competitors' dust. And, more importantly, left behind by their potential customers.
Decide now to increase your video content production efforts and include mobile in your strategy. You will quickly find that not only do your customers like it… but so does your bank account.