Consumers worldwide, especially those of a younger age, are increasingly craving video content from their favorite brands, influencers, and celebrities. Whether its Snapchat, Instagram and Facebook stories, or more recent and popular TikTok app, video content is on the rise and is increasingly being used as a powerful content marketing strategy. A recent research lead by Wyzowl showed that 92% of marketers who use video consider it an important aspect of their marketing and that 85% of businesses use video as a marketing tool.
Looking specifically towards mobile, in all regions apart from North America, smartphones racked up a larger percentage of video plays than desktops or tablets, increasing globally to 58%. As smartphone users start consuming more video content, they’re going to seek out shorter form content that can be consumed on the go and fit better into their lives. Predictably, the report also found that short-form content is experiencing the highest uptick in viewership.
Perhaps more interestingly for advertisers, globally, consumers are watching around 20 minutes of online video a day, 4 more minutes than on their desktops. Top agencies are taking note of mobile’s increased influence and are moving away from traditional, longer-form ads and moving towards 5-10 second pre-roll ads and have seen pre-roll impressions increase on mobile to 47% as a result. The increasing prevalence of mobile video consumption should serve as a reminder for advertisers to focus on mobile when creating video ads to see maximized returns.