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It’s no secret that more online consumers watch mobile video than any other media. According to Ooyala, mobile video views have increased by 400% over the last two years, and video is forecast to account for 75% of all online traffic by 2020.

Marketers that do not get on-board with video to capture mobile users risk losing customers to competitors. Not only that, but brands that are not part of the conversation are eventually forgotten.

But it’s not only smartphones that are being used to view online video. According to a report published by GlobalWebIndex, 40% of online users are turning to their tablets to catch up with their favourite TV programs.

There has been a steady increase in numbers of online users accessing online data via their mobiles for several years. Telecommunication companies across Europe plan to support these trends by installing ultra-fast 5G broadband to meet the growing demands from consumers and businesses to make websites load quicker.

Todays mobile user are not only using mobile devices to chat with friends on messenger apps or browse social media networks, they are actively look for content. And mobile video is the most popular format for several reasons.

Best mobile video practices

Video is the easiest medium to consume on small screens, and 59% of executives say they prefer to watch a video than read an article. Furthermore, 64% of consumers say their purchasing decisions were influenced after watching video ads.

Digital experts also advice brands to integrate video into mobile apps. The largest percentage of apps are either deleted or made redundant after just one use. The reason for this is because users do not find any purpose to use the app on a regular basis.

Embedding video content into an app gives users more reasons to use it; providing the information within the content is useful and relevant. Bear in mind that not all videos need to be an ad. Modern consumers want information, not advertising.

Brands should look to publish a broad range of video content. For example:

  • Tutorials
  • Demonstrations
  • Interviews
  • Customer reviews
  • Snackable clips
  • Interactive video
  • Immersive video (360, VR and AR)
  • Talk shows
  • Preview and highlights
  • Events

Marketers also need to consider how mobile users watch videos. In an interview with DigiDay+, the head of product and tech, Salah Zalatimo, said vertical video is the mobile choice of the future. There has been a 15-25% rise in vertical video views.

The reason for this is because people typically hold their phone vertically thus it is a more natural way for them to watch videos on mobile devices. Social media companies also prefer vertical content.

Furthermore, industry insiders expect to see more ambitious projects to build platforms dedicated to mobile video. Technavio estimate the global online video platforms will grow by 16% over the next three years.

The increase in internet users choosing mobile devices to access online video content is likely to grow as more brands get on-board with the latest trends. Whilst there is still a place for traditional content formats, brands that ignore video specifically geared towards a mobile audience risk getting left out of the equation.

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