Google says Video is a “Must-Have”

Google’s recent mobile-friendly algorithm update hows that mobile is the next frontier for digital marketing. A mobile-friendly site, however, should not only be your focus.

Video in Mobile

In a recent post on Think With Google, the search giant tells us we shouldn’t ignore other aspects of a mobile marketing campaign, particularly videos. Google explains, “Mobile viewers are in fact more likely to watch, share, and feel connected to ads and branded video.”

According to their latest research, 50% of global viewership on YouTube is through mobile devices. Google’s research also shows attention spans are better on mobile, as millennials are two times more likely to focus while watching videos on a mobile screen compared to viewing it on TV. This translates to stepping up your digital marketing efforts and include videos for a more successful strategy.

Video Ads and Content

The study suggests viewers who watch videos on their phones are 1.4x more likely to view ads compared to those who watch on TV or desktops. Those who view video ads on their smartphones are also more inclined to share it.

Further, users who view ads or any type of branded content on their smartphones are 1.8 times more likely to share it to their counterparts using desktop. The tendency to share extends offline, as smartphones viewers are 1.6 times more likely to turn to their peers to ask more about a video they are watching.

Video also continues to be a top factor in a user’s purchasing process, as they often turn to video first. More than 50% of respondents said they used videos in deciding whether to purchase a product or not, with most of them saying YouTube is their #1 destination. Unboxing or how-to videos are two of the most essential types; these give consumers a feel of what it’s like to own a product.

Mobile phones might even be the new shopping assistant for consumers, as one in three says they prefer to use their phones to search for additional information rather than ask a store employee for help.

Overall, in comparison to desktop viewers, those who view videos on mobile are more likely to:

  • Visit a company’s store or website
  • Make a purchase
  • Discuss the company to others
  • Positively change their opinions about a company
  • Share video content

More detailed discussions and statistics are available on Google’s full report.

If you need help in using videos for your mobile marketing campaign, you can count on us for reliable video production, distribution, and other related needs. Talk to one of our SEOs and digital marketing consultants today to get started.

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