YouTube and Video Marketing

Lesson 4: Leveraging Mobile Video

Lesson Overview

Mobile Video and Mobile Advertising must be the cornerstone of your digital
marketing strategy today and tomorrow.

You must understand who watches videos, what they watch, when, and on what
channels to be able to target them.

There are two key things you need to do to leverage video advertising—create
vertical videos and optimize your ads for mobile.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Explain the power of mobile video and live streaming

● Answer why, who, what, when, where, and how of mobile video

● Identify people who watch and share mobile videos

● Articulate the types of video people watch on mobile

● Explain when you should make mobile videos

Key Takeaways

Mobile Video and Live Streaming

● Mobile video:

o Higher video viewing frequency: 71% of people watch more video

than they did a year ago (HubSpot).

o Vertical video’s presence: Vertical video is turning out to be a

content format that’s more captivating than many others.

o Growth in public Wi-Fi access and 4G connections: Public Wi-Fi

access will increase six-fold by 2021 (Cisco). 5G will be driving the
adoption even further.

● Live streaming:
 o Higher engagement

o Brand transparency and authenticity

o Interactive intimate connection

o Better ROI

Mobile Video and Digital Marketing Strategy

● When you start thinking about how to integrate mobile video into your
digital marketing strategy you must ask yourself six questions.

o Why and how should you be using mobile video?

o Who are the people who discover, watch, and share your mobile
videos?

o What types of mobile video content do they discover, watch, and

share?

o When should you create mobile videos for YouTube, Facebook,

Instagram, Twitter, LinkedIn?

o Where should you promote mobile video content?

o How do you measure your mobile video campaigns?

● There are two key areas that you should focus on in developing your
mobile video strategy.

o Creating relevant mobile video content

o Leveraging mobile video in your digital advertising strategy

● YouTube and Facebook have fantastic advertising programs that enable

you to deliver full screen and interactive mobile ads that deliver the right
message in the right format. This includes mobile video advertising in the
display network and on mobile apps.

● Make sure you add video content to your mobile products and services.
Customers are always on the lookout for video content that will help them
in their buying process.

● Make sure that videos on your website are optimized for mobile.

Mobile Videos: Target Audience

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 ● According to the Pew Research Center, about 75% of 18-20 years old
people watch videos on their smartphone.

● Millennials and GenZ are driving a mobile (shopping) transformation.

● As mobile prodigies, they have never lived in a world without their

smartphone.

● They evaluate, accept, grant, share, opt-in and spend with brands that
connect with them in meaningful and relevant ways.

● They are prepared to exchange data and permissions for value and
context every day.

Videos People Watch and Share

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When to Make Mobile Videos
● Mobile video works very well when:

o You want people to share: Videos on sites like YouTube, Facebook,

and Instagram

o There is a story to tell: Capture the stories you have to tell