Mobile matters. More than 65% of smartphone users check their phones within 15 minutes of getting out of bed each day. Almost 90% of millennials keep their mobile device by their side both day and night. So a mobile strategy can no longer be an afterthought for your brand.
Mobile “micro-moments”—crucial moments of truth during the customer journey that drive purchase decisions—are key to today’s consumer path to purchase:
- “I want to know” moments
- “I want to do” moments
- “I want to go” moments
- “I want to buy” moments
How can your brand be a hero to customers during all these moments? In short: be there, be useful, and be quick.
More than half of smartphone users have discovered a new company or product when conducting a search on their smartphones, and 82% of smartphone users consult their phones while making in-store purchases. Make sure it’s your content that surfaces in search results during these “I want to know” moments.
It’s critical that you optimize the metadata—titles, tags, descriptions, and so on—of your videos for SEO specific to your brand. On YouTube, your channel’s Analytics view provides a wealth of information that should inform your metadata strategy. For example:
- Which videos drive strongest viewership and engagement?
- What recurring themes or keywords recur across them?
- What terms are people searching for when they find your content?
- What video content were people watching before they watched your content?
Also consider incorporating the most searched topics related to your category, not just your brand. 90% of smartphone users search for a category—rather than a specific brand—when seeking a product or service online.
What rising search trends, subjects, tentpole events, or content types can your brand take advantage of? Consider these questions when composing your metadata to make sure you’re in front of customers during these “I want to know” moments.
73% of consumers choose brands that consistently provide them with useful information. Your customers likely are already turning to social video during their “I want to do” moments: consumers in North America watched more than 100 million hours of “how-to” content in the first nine months of 2015 alone. Product reviews, hauls, unboxings, and first-impression formats are also on the rise.
Whole Foods Market’s video strategy includes useful how-tos and seasonal content
Once again, your channel’s Analytics view is a great place to start if you’re unsure how to apply these insights to your brand’s organic content strategy.
And don’t forget to assess the engagement and comment sentiment that your video content generates: do you see recurring themes or feedback in viewers’ comments? If so, that feedback is invaluable when considering how to be useful to your customers during their purchase journey.
67% of mobile users will switch to another site or app if the purchase flow requires too many steps. Eliminate steps by incorporating one-click functionality wherever you can. Use call-to-action tools like merchandise info cards, but don’t forget nuts and bolts like video descriptions either. Make sure you place opportunities to purchase toward the beginning of content and messaging so viewers notice.
Mastering the little moments of truth during today’s purchase journey requires that your brand be there, be useful, and be quick—so a cohesive, compelling, and analysis-driven plan of attack is key to success across your social video strategy. To learn more about how how Fullscreen can help your brand maximize social video moments, drop us a line!