How many times have you felt the need to reach for your phone and search for something online right away? You need the answer right now. You don’t want to wait until you are back at home or at your desk. You need to know now. Who invented the flask? Are those shoes you want cheaper somewhere else? Can you find a discount voucher for the restaurant you are about to eat at? Who is that annoyingly catchy song by?
These ‘mirco moments’ of questioning happen constantly throughout the day. We are exploring, solving problems, searching for product information and making buying decisions. Research has shown that more of us are turning to our mobile phones and video to ‘answer’ these questions. A survey carried out by Google found that over 50% of the mobile video viewers that they questioned said they used video to help them make product decisions and said YouTube was their number one destination for finding information on a brand or product.
As consumers we are becoming increasingly accustomed to getting the answers we want straight away. When it comes to our shopping habits, brands that can offer us the information we need, when we need it are the ones winning our custom. We have previously blogged about the shopping cycle and Zero Moment of Truth and revisited it again here if you want to have a read.
So how do you win at these micro moments and ensure that your content and video is seen at the right time? With a well-thought out and planned content marketing strategy.
Video content has become a vital part of any marketing strategy and content marketing plan. More of us are watching video content than ever before with 50% of global viewers watching YouTube on mobile.
Google recently carried out research in the US which found that smartphone video viewers are “significantly more likely to watch, share, and feel personally connected to ads and branded video content than their counterparts watching on desktop or television are.”
They found that “smartphone users are more likely to watch and share ads and content from brands.” People watching video content on mobile also felt a bigger sense of personal connection to the brands. When you watch a video on your phone it is a much more intimate and personal experience, you are physically closer to the content, you have to hold it closer to you compared to if you were sat watching video content on a desktop or smart TV.
Here at Zeal we understand the power of online video content which is why we offer it as part of our digital marketing offering. Brands who are winning at these micro moments online all have one thing in common, they are using video to help consumers answer their questions and find the information they need. Useful and instructional video content such as ‘how to’ videos help consumers when they need answers. To find out more about our online video content service please get in touch.