The best mobile video customer retention strategies
Mobile video is a hot property these days, increasingly considered a critical part of the enterprise content marketing mix. You only have to check your Facebook feed to see the proof as videos populate your feed with entertaining and captivating short clips.
From slickly produced Tasty recipe videos to live Major League Baseball games, it’s clear that video has become one of the top customer retention strategies for today’s brands. In fact, as CMO Innovation reports, mobile video plays could soon reach a 70 percent market share. Here’s how enterprises are using video to draw customers’ interest and keep them engaged:
Businesses engaging customers via mobile
Enterprises are engaging customers via mobile video in a variety of impactful ways, often using the medium to deliver explainer videos, product demos, how-to videos or testimonials. Lowe’s began experimenting with mobile video as early as 2013, delivering powerful six-second how-to DIY videos that were perfectly in line with their brand and in the video medium of the time — Vine (RIP). They’ve since replicated their successes on a number of social video platforms, using Facebook 360 for a series of “Made in a Minute” videos that demonstrate how easy it is to complete home improvement projects using products available in their stores.
Here’s a fun weekend project: We’ll show you how to build this teepee in one minute, so you can enjoy before school starts. Move your phone or mouse to see the project unfold. #MadeInAMinuteLearn more: http://sm.lowes.com/bGRQF
Geplaatst door Lowe's Home Improvement op vrijdag 29 juli 2016
To access a younger audience, Lowe’s later released video campaigns such as the “In a Snap” series, which was released on Snapchat and then later Instagram Stories. Most recently, Lowe’s released a new augmented reality (AR) app for Android that allows customers to see how a particular item such as patio furniture or a new grill would look in their home before making a purchase. This helps customers get more comfortable with making big-ticket purchases, increasing opportunities for sales.
Celebrated footwear brand Adidas has pursued a different approach, presenting all of the content it delivers to its audiences in a unified premium experience — a single app that features personalized articles, blog posts and videos in addition to real-time sports updates that are of interest to its customers.
Adidas has also recently leveraged the hot social video trend of unboxing — posting videos on social media that reveal buzzworthy new products — in combination with AR. Customers can use the Adidas AR site to unbox new shoes themselves, participating in the big reveal. From there, they can proceed to the Adidas website to purchase a pair of their own. Recently, Adidas has partnered with Snapchat to provide an AR shopping experience and mobile game. In this way, Adidas is not only personalizing the mobile customer experience but also inviting customers to become a part of it — a powerful combination.
Innovating the mobile video experience
Enterprises are continuing to innovate the mobile experience even further, discovering the power of live video, 360-degree videos and VR to strengthen their customer retention strategies. For example, Major League Baseball has partnered with Facebook to stream 25 baseball games this season, betting that fans will flock to the social media platform in order to watch their best-loved teams play America’s favorite pastime.
Live video has a unique potential to boost engagement due to the FOMO (fear of missing out) factor — after all, no one wants to miss out on an exciting event being broadcast online. Delivering live video of a game, particularly across popular social media channels, also gives brands like MLB the opportunity to access new audiences that might not yet have gained awareness of their product. And live video is particularly effective for interactive question-and-answer sessions, which often enhance engagement.
Meanwhile, 360-degree videos and VR have delivered impressive early results as well. According to a case study from digital marketing agency Magnifyre, 360-degree video outperforms traditional video across several core metrics including views, viewing completion, cost per impression and click-through rate. Meanwhile, as Marketo notes, 30 percent of Forbes 2000 consumer-facing enterprises experimented with AR and VR marketing in 2017. Enterprises stand to deliver impressive advancements in the future as they become more sophisticated and proficient in using such immersive technologies.
Customer retention strategies for better mobile video engagement
Although enterprises are still creatively experimenting with mobile video in a variety of ways — discovering new methods for attracting and engaging viewers in the process — there are several best practices that consistently produce strong performance. With that in mind, here are a few tips for boosting enterprise mobile video engagement:
- Short and sweet is still best in most cases. According to Hubspot, 56 percent of videos published in the last year are shorter than two minutes, and the average video only retains 37 percent of viewers all the way to the end.
- Quality matters, especially as competition increases and more enterprises begin to release their own video content. It’s worth taking the time and investing the right resources into delivering high-quality video. You’re also likely to enjoy better engagement and higher ROI as a result.
- Personalized videos boost customer retention. As Hubspot notes, the average retention rate of personalized videos is 35 percent greater than non-personalized videos.
- Make sure your videos are reflective of your overall brand identity. This is always important, but it becomes even more critical when you are introducing your brand to a new audience for the first time.
- When delivering live video, you can boost engagement by sending out notifications on several channels — whether that’s social media, email newsletters or apps — enticing viewers to tune in so they don’t miss out.
- Measure and analyze mobile video performance. Brands that continually test and refine their video engagement strategies with the aid of analytics can continually increase their results over time, ultimately delivering better ROI on mobile video.
With mobile video becoming an increasingly central part how enterprises engage their customers, they will no doubt discover even more powerful methods for delivering mobile video with a greater impact than before.
As with other forms of technology innovation, it is the early adopters and the bold innovators who will lead the way, reaping the greatest rewards and demonstrating the full potential that mobile video offers enterprises to create stronger and more enduring relationships with their customers.