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How to integrate video in your mobile-first marketing strategy

June 6, 2016

There’s nothing like video for capturing instant attention and developing viewers into long-term brand devotees. Immersive by nature, video offers a multi-sensory experience that users simply fall in love with.

Video has found its home on mobile devices and many marketers are taking note. Google has noticed that more than 40% of all minutes watched on YouTube are on smartphone devices. Even with a small screen, users are tapping onto mobile videos more than ever. It’s the perfect way of commanding attention and building a captivating brand story that converts your audience into loyal customers.

Reach them wherever they are – but choose your platform wisely

Mobile devices are portable. Unlike the desktop computer, users are able to use them while on the go, meaning you’re able to catch them right as they’re making the decision to purchase. These days, when a consumer is hit by a moment of intent, they’re ready to make a purchase. Help them make an on-the-spot decision by providing all the information they need, at their fingertips.

Mobile video advertising is growing more than 3 times faster than on desktop platforms – it truly is a brilliant way to deliver on-the-go content to them, wherever they are.

Try to strike a balance between organic reach and paid search – the key is finding the platform your audience is using. YouTube, Instagram and Facebook are all great platforms for boosting your audience and getting more clicks – and for a fraction of the price of traditional media channels, you’ll be able to create lots of buzz.

Pair paid advertising with an engaging content channel that users can subscribe to and you have a winning video mix.

Create content that they’ll love

Video content needs to add value to their lives. Creating consumable content that taps into your audience’s desires is the only way to develop a brand.Producing only sales content is a sure-fire method of boring your audience and losing interest. Instead, position yourself as a brand leader by creating videos that tell a story, give ideas or teach about an aspect of your industry.

Producing only sales content is a sure-fire method of boring your audience and losing interest. Instead, position yourself as a brand leader by creating videos that tell a story, give ideas or teach about an aspect of your industry.
Take note of Sephora, the global cosmetics superstore who have just begun retailing in Australia. Their digital strategy revolves around serving up high-quality makeup tutorials. Rather than simply advertising their products, they’ve realised what performs best with their customers – that is, informative content – and produced what works.

Segment your audience

Don’t bombard everyone on the internet with an advertisement that’s not suited to them. Unlike with traditional television advertising, you’re able to identify the exact people you want to and stream your advertising material directly to them.

And the technology is getting smarter. Using insightful statistics, you’ll be able to sharpen your reach with laser-like precision to show your video only to the people who care.

The key here is to deliver the user valuable content. It doesn’t have to be content with a sales pitch, as such, but your video content needs to be something your users will love – and that will keep them coming back for more.