Mobile usage is skyrocketing.
We are shifting to a mobile-first era and the mobile industry is slowly becoming the future of digital content.
Consider the following statistics:
About 72 percent of the global internet base or 3.7 billion people will access the internet only via mobile by 2025.
It emerges clearly that the next generation of internet users will be mobile-only users.
Mobile-first should start from the user experience level. Digital content should be primarily created and geared towards a mobile view and additional features for display on other screens should be adopted.
People spend lots of time consuming digital content on their mobile devices.
In such a scenario, the digital content will also have to be tailored for the mobile experience.
Despite all the proof that mobile industry is here to stay and grow, many marketers have still not adopted mobiles as an effective way of providing engaging user experience.
Let’s see what the future holds for the digital content in the mobile industry.
Mobile represents massive opportunities to content marketers who want to connect with their target customers.
- Location-based searches with mobiles
The geo-targeting capabilities of mobiles have given rise to location-based searches. Now offline businesses or retail shops have very high chances of being found through location based searches.
Digital content for these types of local businesses should focus on long-tail and local search terms.
The local searches generally happen through mobiles. These have increased manifold and this type of content helps them be found easily.
- Personalization of the digital content through geo-targeting
The digital content should be aimed at engaging the audience. Geo-targeting has given rise to personalization of the digital content and this trend holds promise for the future.
For example, local stores can show location-based advertisements for precise targeting of the people who are in the vicinity of these stores. It integrates mobile advertising with location-based services. More than a third of all mobile searches are related to location.
Brands need to invest in location-based advertisements and ensure they appear clearly on the location map.
- Mobile-optimized digital content
Creating digital content needs a strategic shift in perspective. We know that content appears differently on different screen sizes. If your content appears clunky on the mobile screens then it will drive people away.
Digital content will have to be ready for all screens for consumers to have a seamless experience. We are considering mobile-first digital marketing and for that all the digital content including emails, social content and paid advertising campaigns should be optimized for the mobile experience.
Make your websites mobile responsive to display content properly on mobile devices.
- Rise of vertical video content
The mobile platform is a visual medium and screen-centric. People love consuming videos on mobiles.
According to Cisco, by 2021, about 82 percent of all consumer internet traffic will be video traffic. Out of this, live internet video will be 12 percent.
Clearly, video content is going to assume far greater importance in the mobile industry. People spend a lot of their time on social media apps on their smartphones. These are mainly Facebook, Instagram, YouTube and Snapchat.
There is a move from horizontal to vertical video formats. YouTube has adopted this vertical video full-screen format since 2015. As per Snapchat, vertical video ads on its platform had nine times more viewership than horizontal videos.
Brands will have to invest the time and resources in shooting vertical video content to increase mobile viewership.
- Growth of live video content on social media
People generally view social media on their mobile devices and they love consuming videos on social platforms. Live streaming on social platforms like Instagram, Facebook and YouTube have already caught up and this will grow massively in the future.
So digital content for social media platforms should be more focused on creating engaging live videos. As per Livestream, as many as 80% of audiences for brands prefer watching videos and nearly 82% of them enjoy watching live videos on social media rather than reading posts.
Paying for on-demand video content is also on the rise with 45% of the audiences willing to do so.
- AMP carousel for mobiles
What marketers should do is convert digital content for mobiles into Accelerated Mobile Pages (AMP). These load very quickly on mobile devices.
Moreover, mobile searches show up the AMP carousel ahead of all the organic search results. This gives the content a much higher visibility and also because of searchers’ love for visual content, the AMP content gets more clicks.
- Re-align digital content considering UX for Mobile
Users’ browsing intent on mobiles is different from that on the desktops. Because of the smaller screen sizes, mobile browsing is generally done for getting specific information quickly or performing a specific action.
The UX for mobiles differs greatly from that of desktops.
Here you need short paragraphs and taut headlines. The landing pages should not be filled with too much information. The calls-to-action buttons should be highlighted. Any online forms should be realigned for the mobiles and should be easy to fill using thumbs and fingers.
- AR (augmented reality) and VR (virtual reality) content
The rise of augmented (AR) and virtual reality (VR) is being fueled by the mobile industry. The AR and VR apps for mobiles find many applications in education, gaming, healthcare, retail and entertainment.
Mobile applications in AR are expected to generate a revenue of 6218.23 million by 2020. Even now, there are more than 300 million monthly users who generate content with the AR mobile apps.
Since this content finds so many uses, it holds a promising future.
The future digital content for mobiles cannot be created in silos. Instead, the endeavor should be to create a content strategy that provides a seamless user experience by integrating it into offline.
The mobile digital content should not be treated as just another distribution channel. Rather, it is an opportunity to personalize experiences and help in achieving your business goals.