Marketers Continue to See the Potential of Mobile Video Content

As video continues to grow in popularity as a content marketing asset, new research shows more marketers are integrating it into their mobile strategies.

YouAppi recently conducted the second annual “2018 CMO Mobile Marketing Guide” to determine how marketers are planning to use video in their mobile marketing plans in the coming months. Overall, about 85 percent of marketers intend to increase their investment in video in 2018. This is an increase from 74 percent in 2017.

“The results of our annual survey highlight a growing trend for marketers to meet consumers where they are, and that is with video,” said Moshe Vaknin, CEO of YouAppi.

This year, approximately 55 percent of marketers claim that video is “very important” to the customer journey. This is an increase from the 47 percent who said the same back in 2017.

For the remainder of 2018, nearly 61 percent of marketers said they plan to use video for social media mobile marketing. Fifty-six percent will use in-app videos for mobile marketing, while 45 percent intend to use brand video advertising.

Marketing Video Consumption Among Customers

According to previous research, customers have frequently turned to video to learn more about what marketers have to offer.

The “State of Social Video: Marketing in a Video-First World” infographic from Animoto discovered that over the course of one month, 64 percent of customers said they had watched a marketing video on Facebook and it influenced a purchase decision.

About 84 percent of customers claimed they watch video on their mobile devices. To cater to these potential buyers, 81 percent of marketers said they were optimizing their social videos for mobile.