December 9, 2019

The movement toward mobile is undeniable.  So, as you carry on with your video marketing campaign, optimizing for mobile should be among your highest priorities.  As we begin to focus on the importance of optimized mobile via statistics, let’s also look at some telling statistics relevant to video marketing in general.  What is interesting is that some of these statistics go back 5-7 years. Thus, if your mobile site is still lagging, now is the time to up your game and optimize your site to mirror what users want and expect.  


Let’s dive in:


-According to Mobile Marketer, “Mobile devices were responsible for 60% of all video views worldwide” in the fourth quarter of 2017.  This number will only continue to go up.  


-SWEOR reports that “57% of internet users say they won’t recommend a business with a poorly designed website on mobile”.  Taking a logical step from here, we can infer that it is absolutely necessary that your videos play seamlessly on mobile devices.  Otherwise, site visitors will become impatient and leave.


-InVision has found that “88% of online consumers are less likely to return to a site after a bad experience”.  This applies to both desktop and mobile.


-According to Vikram Verma, product manager at Adobe, in his presentation at 2014’s LavaCon, “Mobile users are five times more likely to abandon [a] task if the site isn’t optimized for mobile.”

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-Google reports that “52% of users said that a bad mobile experience made them less likely to engage with a company.”

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-Bluespace reports that “85% of adults think that a company’s mobile website should be as good or better than their desktop website.”


-This report by WordStream states that “92 percent of mobile video viewers share videos with others”, and that “90% of Twitter video views happen on a mobile device”.  These two stats alone highlight the importance of mobile optimization.  You have incredible reach with mobile users, making it essential that their experience is the highest quality possible.  


-Finally, this graphic from Emarketer shows the trend towards mobile usage?




Now that we have taken a look at some statistics relating to quality and mobile experience, as well as time spent on mobile devices, let’s now take a look at how you can optimize your video viewers’ experiences specifically.  We’ve done some digging and have some tips and tricks for you, both in terms of formatting and to help you align yourself with consumer trends.


Let’s take a look:


-In an Animoto survey of 500 marketers, of the 81% who were optimizing their videos for mobile experiences, 39% were creating square and/or vertical videos instead of landscape videos.  


-Why square?  According to another Animoto report, square videos are shared and liked more often than landscape videos and they “take up 78% more space in the mobile news feed, helping you stand out”.


-Choose an eye-catching thumbnail:  this can be any frame from your video, not just the first frame.  So, find a frame that will catch the viewer’s attention and encourage them to click.  For more on this, click here.


Don’t fret over sound:  having a soundtrack to your video is pretty much a must, but don’t overthink it.  Many viewers on Facebook, Twitter, and other sites likely won’t turn on the sound, so focus on visuals.


Start strong:  social media sites can accommodate long videos these days (up to 240 minutes in some instances), but research shows that many viewers will continue to scroll after a mere three seconds if they aren’t pulled in, and the average watch time for a Facebook video is 10 seconds.  The first few seconds of your video are paramount. Including your business logo in the first few seconds is an effective strategy.


These simple ideas:  creating square or vertical videos; choosing an intriguing thumbnail; focusing on the visuals; and getting straight to the point and keeping your video short, can capture your mobile audience’s attention from the outset, keeping them engaged.  


As you digest the information in this article, it is highly recommended that you check out the linked articles.  They provide more in-depth ideas as to steps you can take to strengthen your mobile game. As always, please join the conversation with any questions or comments you have on this topic, or anything you’d like to hear about in upcoming posts.


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