The increase of video consumption on mobile: an opportunity for brands

For several years, video on mobile has been on the rise. But why is there such a craze for smartphone videos? And what are the most popular types of video? And how can brands take advantage of it? Answers in this article.

Why is mobile video consumption on the rise?

When it comes to capturing attention, mobile is king. Contrary to popular belief that phone screens are too small to watch a video, consumption on this medium is only increasing. And this in an exponential way.

In fact, video consumption on cell phones is increasing by 100% (1) every year, dethroning the PC and the tablet. But why is there such a craze for mobile video?

For the most part, it's the same reasons we play a video game or listen to music: to relieve boredom or pass the time. Moreover, users are using their smartphone more than the computer. Easily transportable because of its small size, it is possible to take it with you throughout the day. And that's a great argument!

What are the most popular types of video on mobile?

On the television or on the computer, we most often watch long video content. In addition to sitting comfortably, we are spoilt for choice in terms of content: films, series, shows, documentaries... Everything to entertain us!

But on mobile, is it also the case? Well, yes! Mobile viewers are watching more and more long-form content, especially on YouTube. The most watched are:

• - Product reviews
• - Tutorials
• - Vlogs
• - Video games
• - Music videos
• - Challenges
• - Best of
• - Educational videos

However, short contents are still to be preferred when targeting social networks. Especially when targeting Facebook or Instagram, where you need to capture the attention of the user in a few seconds. Moreover, videos under 2 minutes are the ones that get the most engagement from users (3).

How can brands take advantage of this?

When you look at video consumption on desktop versus mobile, it's clear that mobile is a tool that shouldn't be overlooked. Indeed, views on mobile are growing and evolving much faster than consumption on desktop.

For brands, it is therefore essential to think about creating videos adapted to this medium. To make a video adapted to smartphones, think about :

• - Use the best possible audio quality (smartphone speakers are often of poor quality)
• - Use a short format (for example, by making a series of videos rather than one long video)
• - Pay attention to the font size (so that your texts are easily readable)
• - Center important information (so that it is not hidden by the user's thumbs)
• - Add subtitles, especially when publishing on social networks (85% of Facebook videos on mobile are watched without sound (4) )

Finally, on mobile or desktop, video continues to be one of the most effective elements of a digital marketing strategy. More engaging, more memorable and more popular than any other type of content, it's no longer just an option: it's a necessity to stand out from the competition.

Sources:

(1) https://www.insivia.com/28-video-stats-2018/

(2) https://variety.com/2016/digital/news/mobile-video-viewing-stats-1201934907/

(3) https://wistia.com/learn/marketing/optimal-video-length

(4) https://digiday.com/media/silent-world-facebook-video/