4 Tips for B2B Marketers to Win Mobile Video in 2018

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Mobile video accounted for more than 50 percent of all digital video consumed last year. And streaming video had an 83 percent share of mobile data consumed—up 25 percent to 31 GB per month.

The rise in consumption opens a big opportunity for business-to-business brands. They only have to tap into their target audience’s social media feeds.

The B2B digital ads space will grow to $4.6 billion this year, up 13 percent from last year, per eMarketer’s forecast in December 2017.

If market expectations fall into place and you compare it to five years ago, the B2B digital ad spend this year will be 111 percent higher.

Yet, only a few B2B brands use mobile video consistently.

So how much do you have to spend in B2B mobile video in 2018?

eMarketer says it depends on the business type. They suggest that you invest more to avoid losing to competitors.

Some traditional B2B marketers cower to this idea. Still, mobile video offers a high prospect that you cannot brush off.  

We present you four ways B2B marketers can win mobile video in 2018.

1. Use short clips.

You do not need a deep pocket and tens or hundreds of crew members. A high-end smartphone camera or a GoPro-attached drone will do. And you or your small team’s creativity will take care of the rest.

Experiment with bite-sized clips three to 10 seconds long. The rise of mobile devices has dropped the attention span of consumers. Shorter videos are the norm for audiences these days.

The shorter video length reached major media channels. YouTube and Fox promoted six-second ads last year.

2. Adopt a B2C strategy.

The B2B brand space now looks a lot more like the business-to-consumer space. SAP, Intel, and IBM earned rewards and raised sales through B2C efforts.

For instance, IBM’s social accounts are using GIFs since 2014 and started posting short clips three-to-seven seconds long this year. The content ranges from patents to light messages that resonate with consumers. While typical for B2C companies, this strategy also works well with B2B brands.

Using subtitles for mobile viewers who cannot use headphones to listen is another approach.

3. Focus on millennials.

More than 80 percent of millennial B2B players said mobile helped in their jobs.

Start posting valuable B2B videos to your social media accounts. These clips can reach new prospects through paid targeting or ads.

Social media network ads rocketed in the past decade. Imagine how millennials react to witty videos in their social feed. Add their opportunity to get future messages with the click of a button.

More than 60 percent of B2B buyers in 2017 used mobile devices for work than in 2016, eMarketer reports.

4. Get off the couch.

Mobile video for B2B marketing is new. You must overcome a few challenges to build a working mindset in impervious organizations.

When do you start? Now is a good time. You know the benefits outweigh the risk.

Early adopters of mobile video for B2B marketing will be steps ahead of the competition. They will perch atop the crowd and turn more prospects into customers.

About 85 percent of business prospects who view video tend to purchase more compared to text and static images.

Where do they watch these videos most often? Their mobile phones.


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Author: Francis Rey

Franz believes voracious readers are good writers. So, he reads or writes anything that piques his interest, especially social media. When AFK, he spends his downtime on road trips and binges.

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