Mobile Video Marketing: A strategic guide for SMEs in SE Asia

6th May 2022

Mobile video is the next frontier for businesses in SE Asia.

Singapore and Malaysia are leading the way; showing what the future holds. 

“Mobile is eclipsing TV as the go-to channel for video,” says Raj Sundar

According to Consumer Barometer, in Singapore, 88% of people own smartphones, and 87% of people own TVs. 

While a 1% difference might not seem like a lot, remember that watching TVs was the norm for decades, until smartphones dominated and became the new lifestyle. 

Now, people have access to videos whenever and wherever they want.

Think of a compelling video you watched on your mobile phone — one that has stuck with you for months or years. 

One that came to our minds was the Dollar Shave Club commercial. With well over 20 million views and millions of shares on social media, this video continues to draw attention, tell a story, and captivate mobile users.

That’s the power of video marketing. And it gets even better when you realize that your next video content will be consumed primarily via smartphones and other mobile devices.

Why mobile is the first screen for video

It’s no longer an option to create content solely for mobile devices (i.e., mobile-first strategy). Just like computers and TVs, mobile devices are used for everything. 

Mobile devices drive user behavior — from the first contact with your brand to the point when they take or didn’t take action. 

Despite their smaller screens, mobile devices require just as much effort and budget as their computer counterparts. 

The instant gratification generation has changed the way people consume content. With mobile devices so readily available, SMEs must rethink the way they engage consumers. 

While budgets are no longer a problem, it is time to re-prioritize their spending based on the needs of mobile users. 

Since mobile has become the “first screen” for most people, the opportunity to engage consumers anywhere, anytime is a must.

Mobile devices are replacing television, especially in Southeast Asia, where 95% of people watched a video clip on mobile in the past month, compared with 83% globally.

Video consumption via mobile phones is becoming mainstream and television viewing is in decline, as young people are turning to mobile devices.  

This trend is happening all around the world, not just in Southeast Asia. Take a look at the estimated TV consumption per day vs mobile consumption worldwide. It’s obvious, mobile is winning!

How mobile is changing video content marketing

The trend towards mobile is already visible, and video content is no different. Across different sectors, mobile video content has a higher completion rate than other formats. 

Similarly, mobile video advertisements have lower CPCs and CPVs. According to InMobi, the average CPC worldwide was $0.27 the previous year.

This means you can get the most out of your social media ad budget — by targeting mobile users on Instagram and Facebook.

However, these differences are not entirely due to size, but to the way in which video advertisements are consumed on mobile devices. 

For example, mobile videos work well on Facebook, which has more than 2.9 billion active monthly users and 98% of them access the platform from a mobile device.

With smartphones come bigger mobile screens. Today, mobile devices have become the preferred medium for video content marketing. 

With mobile phones becoming more popular, marketers need to make sure their video content is optimized for mobile devices to ensure maximum viewer engagement.  

How to create a video strategy with a focus on the mobile audience

If you want to appeal to and attract mobile users to watch your videos and take action, then you have to design your video strategy with ‘mobile-first’ in mind.

Irresistible mobile videos don’t come together spontaneously, a lot went into its planning and production. It’s important to understand why certain videos do well, while others flop.

Here are the 2 most important steps to a winning video strategy that will captivate a mobile audience:

1. Define your video campaign goals 

Let’s get straight to it. You must be clear about your video campaign goals. What do you want to achieve with it?  

Some actionable examples of video campaign goals you should aim for include: 

  • Brand awareness: Get more of your target audience acquainted with your brand. 
  • Lead generation: Attract the right people to buy your product or service
  • Website traffic: Drive more visitors to your website 
  • Product promotion: Build awareness for a new product

Creating brand awareness is probably the most versatile form of mobile video marketing. And it can be an exciting and brilliant idea. 

For example, Sunshine Aquarium in Tokyo created an app called “Penguin NAVI” that used Augmented Reality (AR) to guide tourists to its location. They created this video campaign to get the word out.

The organization gained massive PR and leads with well over 230,000 views. The app has since become a go-to app for aquarium enthusiasts.

Once your goal is clear, it’s time to brainstorm the emotions you want your videos to invoke in the target audience (i.e., viewers). 

2. Decide how you want your audience to feel

Nailing your video campaign goal is one thing, invoking an emotional response is entirely different, but crucial.

When creating videos to attract mobile viewers, it’s best to focus on just one feeling (at a time). 

This is the best approach to maximizing your marketing efforts and creating hyper-focus videos.

For instance, if you’re looking to increase brand awareness, your video campaign might invoke curiosity. 

HubSpot understands the power of curiosity. In their What is HubSpotad, they highlighted some of the problems marketers experience — budgeting, time management, and more, but didn’t explain how HubSpot works. 

Viewers were curious to know more. They followed the intended path after clicking on the ad: 

Visit the channel > site > signs up > become leads > customers

Remember that when your target audience has unanswered questions about your brand, they’ll be eager to learn more. That’s how you can bring them to your website or channel. 

Other emotions you can invoke with your mobile videos are:

  • Happiness
  • Humor
  • Confidence
  • Surprise
  • Fear of losing out

How to measure mobile video marketing effectively: 4 video metrics

You need to measure the impact of your mobile video marketing. Here are 4 video metrics to guide you:

1. Brand lift

Brand Lift is a free tool from Google to help advertisers measure the impact of their ads based on how their brand is perceived.

It uses metrics such as ad recall, brand awareness, and consideration. 

Traditional measurements focus on vanity metrics such as clicks, impressions, and views. With Brand Lift, you can easily align your campaigns with your marketing goals. 

Learn more about Brand Lift Methodology and how it works here. 

2. Website traffic

Ultimately, you want your mobile video content to drive traffic to your website. This is easy to measure if you run ads via the Facebook or YouTube advertising platforms.

You can also set up your Google Analytics to track social & referral traffic from external sources such as YouTube, Quora, Medium, or any other channel where your mobile video content will be distributed.

3. Conversions

Mobile video content can drive high conversion rates, but you have to track it. 

This will be based on how much money and effort you invested into creating engaging videos and running mobile ads.

YouTube allows you to track your conversion rates, as long as you set it up properly from the get go. It’s also easy to track via the Facebook ads dashboard.

4. ROI

Your conversion rate will determine whether or not you’re successful with your video ads. If you invested $100 with video, how much did you realize as profit. 

Keep in mind that if your campaign goal is to build brand awareness, then you have to find other ways to measure ROI — since monetarily, it’d be impossible to put a number on brand.

What are some of the best measurements for successful content?

In addition to using the Brand Lift Methodology, you can also measure 6 other metrics that will determine the success of your video content.

  • Web traffic by source/medium: Are you getting traffic from a source or website you planned beforehand? For example, YouTube.
  • User behavior: How much do people consume your content on the ‘source’ platform? Do they drop off or watch the video till the end? How can you improve viewer retention on YouTube? 
  • Impressions & CTR: What is your Click-through Rate based on the impressions (how many times people sees your video)? Track this via YouTube Analytics.
  • Content shares & backlinks: Is your content getting shared on social media? It doesn’t have to be your campaign goal, but can help you to boost your views and reach more people. Track shares with Buzzsumo.
  • Keyword ranking: Are you ranking at the top of the search engines on YouTube and Google? If not, check your video and page titles, you might not be optimizing properly. Track this with Google Search Console and Google Analytics.
  • Lead generation: Are you getting leads from your written content & video marketing efforts, especially via mobile? You can track this in Google Analytics via: Conversions > Goals > Overview

What forms of video content matter more today and why?

Here’s the truth: 

The thought of creating videos to grow your business can be overwhelming, especially when you’re trying to target mobile users and decide which types of videos will keep them awake in the night.

But not to worry, there’s a video format for that your ‘idea.’ 

Here are 6 video formats that will capture your mobile users’ attention right off the bat:

1. Explainer videos

An explainer video allows you to convey your brand story in a visual manner, which engages your prospects more easily. 

According to the State of Video Marketing 2021, 47% of businesses have made Explainer videos in the last year.

Not only can you embed these videos on your website, but you can also share them on social media channels. 

The SEO value of your Explainer videos can be further enhanced with captions, descriptions, and keywords.

To create an effective Explainer video, you need to understand your audience’s mindset. 

You need to make them feel that the product or service is something that they can’t live without. 

96% of consumers have watched an Explainer video to learn more about a product or service.

Aside from focusing on your product or service, your video should also be entertaining. 

Animated explainer videos are particularly useful for promoting new services or re-launching complex products. They can increase your brand’s visibility, as they can be easily shared by others.

2. Educational videos

There are many ways to create educational videos for your business. You can use them on your website, in email marketing, and even at events. 

Use educational videos to share important information about your product. So where can you find people who wants to consume your video content?

According to Taboola, a Content Discovery and Native advertising platform that reaches billions of users globally, “distribute content on the open web — that’s where South East Asia users engage — with their mobile devices.”

Consumers trust experts more than other people, so it is a good idea to feature an expert. But don’t let that stop you. You could be the ‘expert’ in your field. So be the ‘subject’ in your video.  

Your educational video can address common misconceptions about your product or service and highlight current trends. 

Learning new skills with video has become the new trend in Asia.

Indians, for example, believe consuming video keep them informed and validates their purchases. 

They frequent YouTube to find answers, how-to jobs, reviews, and even DIY educational videos. It’s a go-to guide for everything. 

If you’re an architect, a doctor, an event manager, or a home decor expert, you could take advantage of YouTube to create educational videos that reach millions of people. 

The Balcony Makeover DIY video below from Architect Najara (she’s targeting Indians) has received well over 2 million views within a few years.

Educational video can transform your business. However, you need to have a good plan in place. Storyboarding is an effective way to outline the content.

3. How-to videos

If you’re looking for a way to generate interest in your brand, you should create How-to videos. 

These videos are a great way to show off your personality and your brand’s values, and they can also be highly effective. 

Creating ‘how-to’ videos can set you apart if you have a business in SE Asia. You’ll be reaching thousands of people every week.

Accordign to Nielsen, 75% of young adults in Thailand, Malaysia, Indonesia, Vietnam, India, and the Philippines watching digital videos on a weekly basis; and video sharing being the region’s most consistent social networking activities.

Create a clear purpose for your ‘how-to’ video. 

Use your video to explain the benefits of your product or service, or you can use it to create fun content for social media. 

Remember to consider your brand’s image when creating the video, and write down your goals and objectives. 

4. Company culture videos

These videos are a great way to share the culture of your business with employees and potential recruits. 

By using humor in your culture videos, you’ll be able to break down barriers between employees and create a personal connection. 

BambooHR, a company that believes in striking the balance between work and life. The team puts the spotlight on going home to meet your lovely family and friends, as well as enjoying good food that doesn’t comes out of a takeaway container. And that’s exactly what their company culture video portrays.

Essentially, remember to use humor sensibly — don’t pressure your employees or create a line-by-line script! 

Instead, limit your script to questions your employees might have about the company and the culture of the company.

A video can be used to relay many different messages. For example, a video can show the commitment of each team member, or highlight the company’s history and values. 

Moreover, it can show the workplace culture of the company to prospective customers and partners. 

The best videos will also focus on the company’s people and their roles.  

5. Inspirational videos

There are many benefits of creating inspirational videos for your business. Not only will it help boost your business, but it will also inspire others and make them want to buy your products. 

But how do you create an inspiring video? 

After all, a video is a combination of words and images.

First of all, you need to understand your audience’s emotional needs. What makes some videos inspirational? 

The answer is the emotional factor. The most successful inspirational videos appeal to a wide range of emotions. They are also universal, which means they speak to everyone. 

Dropbox nailed it with its inspirational/company culture video. It’s employees share their favorite parts of working at the company. The video is inspiring as muppets were used to convey and inspire viewers to ‘be the best.’

A motivational video can speak to people on Mars. 

The best inspirational videos are made with the right editing tools and are crafted to appeal to your audience’s emotional needs.

6. Product videos

One way to increase the awareness of your brand is to create product videos. 

These videos should be a good blend of advertisements and demonstrations, highlighting both your brand and products. 

The Dollar Shave Club commercial is a perfect product video. It uses a blend of humor, fast-paced sequence, and a dose of what the company stands for.

If you plan to create a demonstration video, be sure to highlight the advantages of your products over competitors’ offerings. 

You should also stick to a single theme throughout the video and avoid overloading the video with information. 

Creating a product video should be simple, yet effective.

How does video marketing affect brands?

Here are the top reasons why video marketing affect brands and why focusing on mobile users can get you tremendous results:

  • Mobile users binge-watch videos 
  • Videos boost conversions and sales
  • Videos deliver the best ROI for any business
  • Videos initiate relationship and build trust with the customers
  • Google ranks YouTube videos every time (hint: extra traffic for you)
  • Videos engage and budget even the laziest buyers to take action

Why does video format and ratio matter so much on mobile screens?

Mobile-first is a mindset. Hence, it’s important to consider a few technical specifications for your video content.

1. Mobile video aspect ratios

The aspect ratio is the ratio of width-to-height of a video. It’s possible to have two videos with different dimensions, but the same aspect ratio. As you’re creating your mobile-first video content, you have to know the standard aspect ratios such as:

  • Landscape: 16:9
  • Vertical: 9:16, in the case of full-length vertical (such as YouTube Shorts and Instagram Stories) or 4:5, for smaller in-feed posts (such as Instagram posts)
  • Square: 1:1

2. Mobile video resolutions

For your typical mobile video resolution, here are the minimum resolution requirements for videos that will be posted to social media platforms:

  • Vertical video: 600 x 750
  • Landscape video: 600 x 315
  • Square video: 600 x 600

3. Mobile video bitrate

Bitrate is influenced by other factors such as frame rate, audio, and video resolution. 

There’s no set rule when it comes to video bitrate, especially since you’ll be sharing your video on YouTube and other platforms. That said, you still want to achieve a manageable file size without losing quality. 

Mobile Video: In summary 

As you’ve seen throughout this article, mobile video has replaced TV in the Southeast Asian countries. 

However, it’s a trend that’s growing and taking roots in globally.

As a small business in SE Asia, it’s time to take advantage of mobile video marketing to reach your target audience wherever they are, at any given time.

Video adoption is growing rapidly because of advances in mobile technology but also because it’s easy to share with the consumers.
If you’re ready to create emotionally charged, creative video content and mobile campaigns, use the Metigy Video Creation Services for your social media videos, product demo videos, how-to videos, and so on.

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