Mobile First: Watch This!
If we look at the numbers from an infographic from eMarketer and Digitas, it's pretty easy to see that video through mobile is only going to grow in the near future. According to the infographic, smartphone video viewership will increase by 61 percent between 2013 and 2017, growing from 72.1 million to 116.1 million.
Combined with the fact that the majority of time spent on mobile is on Facebook, as demonstrated by an April 2013 study conducted by Flurry Analytics, we can safely conclude that users will continue to view the majority of their videos through a social media network.
Now, what does this mean for marketers? The high-level answer is that to reach consumers, you must speak to them where they are already engaging, and in their preferred method. Clearly, this is short-form videos. The next question is how to accomplish this, as there are numerous platforms and no clear path to ROI with any of them.
If we take a step back, short-form videos from brands can accomplish a variety of things, but the most obvious ones are:
- Bring awareness to an existing product or the brand itself.
- Drive users to a larger format video.
- Aggregate consumer-generated content as an engagement play.
- In terms of tactics to accomplish this from the brand side, the videos can be one of two things:
- A slideshow of static images.
- A fully produced video, which can be taken from a longer clip or shot completely new.
• Bring awareness to an existing product or the brand itself: This is the easiest play, as it's basically a TV spot, but shorter and with no media spend needed. A great example of a low-cost option is what Nike accomplished with an Instagram video—which is a simple slideshow, but with the music feels much more powerful to the end-user.