Just as mobile has become integrated into our lives, so has mobile video.
Based on research from Ooyala, mobile video watching has grown an incredible 367% over the past two years. In fact, Ooyala predicts that by the end of 2015 over half of all online viewing of video content will take place from mobile devices.
Many businesses starting mobile app development projects are currently integrating video into their applications or are updating older apps by having their iPhone application developers or Android application developers adding video to current offerings.
More than just adding mobile video into your app offerings, you need to have a strategy for how it integrates into your marketing program and your brand. It is important to remember that mobile video should be used to tell a story. Ask yourself if you can separate the story your company is trying to tell into several smaller parts – each snippet of video can build the relationship between your brand and consumers if properly done, supporting your overall marketing program.
Remember that in a recent study from the IAB, 48% of respondents stated they mostly accessed video content via mobile applications rather than visiting mobile websites (only 18% stated that they watch a video via mobile browsers). Mobile apps are leading the way when it comes to video consumption. Understanding user consumption patterns lets you focus your efforts where they will do the most good.
Getting your video program going might not take as much effort as you image either.
You may not know it but your business might already have some great mobile video content for you to use. If you have worked in advertising you know that for every one hour of video you shoot, typically only about a minute will be used. The remaining video offers some great opportunities for your business to capitalize on the extra footage for your app or to use on social media. During filming make sure you note opportunities to use your extra footage. Things like quick behind-the-scenes clips make for great opportunities as well that do not require any additional set-up.