Video Killed The Radio Star, But Not The Mobile App

Video content is quickly becoming the predominant form of media consumption for this generation. More than 75% of video watched is on mobile phones, making them the largest conduit for video marketing. In fact, 28 percent of smartphone users consume video on their devices at least once per day. Combine this with the fact that, as of 2016, more people globally accessed the internet via mobile and tablet devices (51.3 percent) than desktop (48.7 percent), it quickly becomes clear that if brands are not optimizing their marketing strategy with mobile video in mind, they are losing out.

A Match Made In Heaven

As technology advances and mobile interactions become more ingrained in our day-to-day lives, more is demanded of mobile applications to deliver easy, intuitive, and rich experiences that are in line with the most usable and connected innovations.

According to a study conducted by Adobe, 20 percent of the time a downloaded app is only used once. One of the best ways to stand out in an increasingly oversaturating digital playing field is through video content. Video is an opportunity to transform a brand’s mobile platform, which could otherwise be a one-off encounter, into an interactive and intuitive tool used often, with video enhancing user experience, as well as increasing downloads, engagements, and sales. Companies that have leaned into the video trend and have prioritized video in their digital strategy are winning. Sixty-four percent of consumers are more likely to purchase a product online after watching a video and over sixty percent of companies believe that video content has led to direct sales increases.

It only makes sense to marry one of the most effective forms of content marketing to a mobile device with unparalleled influence on the lives of consumers. Super fast smartphones paired with ever-increasing screen quality are perfect canvasses for delivering high quality video on devices. As a method of more in-depth storytelling, users understand exactly what they are getting when they go to download, meaning that video sparks a connection and interest that will linger longer after initial install.

Connecting With Consumers

54% of consumers want to see video content from the brands they support. This content has to be not only accessible, but also relevant and consistent with the overall brand experience. While consumers crave diversity in content, the diversity must reflect the brand with which they expect to be interacting.

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A company that’s really focused on increasing diversity in their video content is GoPro, an action camera manufacturer. The GoPro App for mobile makes it easy to control your camera remotely, adjusting your camera settings via your phone, tablet, or Apple Watch, as well as viewing photos/videos and sharing favorites. Their annual awards ceremony asks consumers to submit clips of what they’ve shot with GoPro products, building excitement for their app and their product. GoPro says it has received video submissions from people living in every country in the world.

Another well-known brand that is standing out in its use of video is Home Depot. Home improvement is an incredibly personal industry, with a high-risk connotation. These consumers want to understand beyond a doubt that they are buying the right supplies or following the correct process. Home Depot uses its mobile platform to mimic its in-store experience, allowing consumers to interact with and learn more about the products they wish to purchase. The in-app videos are embedded right there alongside products to explain specifications, features, and how to use products, much like an associate would if you were there in person. Home Depot understands exactly why consumers are downloading their app and why/when they are using it in order to supply the tailored experienced their consumer base expects.

Even dating apps have started harnessing the power of video. Starting with Hinge in 2017, online dating has gotten an upgrade by incorporating video profiles as features alongside photos and text which allows people to share more dynamic representations of themselves.

Relevancy to Revenue

Video is the future of digital connection, but it is also very much in the here and now, affecting consumers' expectations for quality in their mobile experience. Video is important for conversion and has proven to be quite effective on mobile devices: Adobe found 40 percent of consumers say video increases the chance that they’ll purchase a product on their mobile device.

The same thinking can be applied to increasing app downloads. An app preview, for example, creates a great opportunity to make a significant impression on those consumers who haven’t yet downloaded. It allows a brand to share their story and build realistic expectations in a more time-effective way to capture the imagination of the people they are targeting and encourage them to download.

It also makes it easier for consumers who love your brand to become brand advocates by sharing your mobile video content with their network. According to Invodo, ninety-two percent of mobile video consumers share videos with others. Making the experiences you construct within your mobile app shareable means consumers become a referral channel, sharing a positive or helpful engagement that may in turn be helpful to someone else within your target audience.

The bottom line is that video is affecting your bottom line, and it’s up to you to decide how to use it. With advancements in social sharing and live streaming on connected devices, opportunities to grow your business and improve consumer relationships through mobile video grow more and more each day. Creating authentic, original, and emotional video content is the path to success in the digital age.

Mobile Success

According to Cisco’s latest whitepaper, mobile video traffic now accounts for two-thirds (63%) of all mobile data traffic, and will grow to account for nearly four-fifths (79%) of all mobile data traffic by 2022 – representing a 9X increase since 2017.

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The brands that stand out are those that model and shape their mobile customer interactions to reflect the brick-and-mortar experience to better connect with consumers in moments that matter. These moments make mobile more important than ever to this connection.

Whether it’s welcoming a new user who has just downloaded the application, a walk-through tutorial which demonstrates how to use the application most effectively, or improving the FAQ interface to allow for better, more personal support, brands with successful mobile apps are incorporating video to make their consumer interactions feel closer and more real.