“In today’s modern world, people are either asleep or connected.”
– Janice H. Reinold, Rosetta Marketing
To add to Janice’s quote, people are either asleep, connected or falling asleep while being connected. (I have to admit that this quote fits me more than I would like!) It is incredibly true, especially as we make mobile devices far more accessible to a wide audience and as technology for these devices improve.
Even though the popularity of smartphones has exploded onto the scene, there are still many companies that are creating content that doesn’t cater to smartphone users or they have not updated their digital media to match the changes in trends.
Mobile Cellular Subscriptions and Data Availability
International Telecomms Union has reported that from 2000 to 2014 alone, the number of mobile cellular telephone subscriptions has increased by 246,021,969 subscribers (from 109,478,031 to 355,500,000). That is just within 10 years; can you imagine another 10 years? To give you a sense of the size of this number, the number of mobile cellular telephone subscriptions in the US is actually higher than the number of people who voted in 2012.
This number of mobile users will only exponentially grow, especially as phone service providers continue to make data so easily accessible. Just take a look at this CNN report on T-Mobile launching unlimited streaming plans.
Mobile Device Usage
GlobalWebIndex released a report in February of this year showing that people were using mobile devices almost as much as laptops to access and engage with others on social media networks.
Now even though mobile use is catching up to laptop use, what are the actual numbers? Well to give you an idea, last January Tech Crunch released a report that showed that Facebook had more than half a billion people access Facebook solely from mobile.
Now remember in our first point where the International Telecomms Union had the US cellular telephone subscriptions at 355,500,000 in 2014? If more than half a billion people accessed Facebook through a mobile device, what does that say about the number of subscriptions in just that past year and how important mobile-friendly content is?
Becoming More Mobile-Friendly With Marketing Content
There are copious amounts of ways to generate mobile-friendly marketing content that are right at your fingertips. This is fantastic for marketers, as long as they are willing to invest the time into implementing them! Here are just a few points to think about.
1. Start Using Social Media or Start Using Social Media Correctly
If your company is not on social media, change that now! It doesn’t matter whether you are B2C or B2B, people need to be able to find you and with millions of people spending so much of their time on social media, you need to catch up and start having a presence.
Social media is a great way for decision-makers to find you, for top-talent to come across your job postings, to drive more traffic to your website, build up your reputation, among many other perks. Also, social media is already ahead of the game on making content mobile-friendly and will make sure that it can transform your content into a “as mobile-friendly of a version” as possible. Social media platforms are already doing a lot of the work for you!
If you are questioning the perks that B2B can receive from social media, just speak with Jay Baer of Convince & Convert, who said, “Yes, social media applies to B2B. In fact, social media can be MORE transformative for a B2B company than a B2C company. This is because B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation.”
Also, there are several companies who decided to jump into social media but they are using it incorrectly. One major issue they are creating is attempting to have specific posts or tweets cross-post to other social media platforms. I cannot tell you how many companies, in very specific industries such as hospitality, will do this.
Each platform is specifically made to post content and information in their own way. This means that just because a post looks good on Facebook does not mean it will display itself exactly the same way on Twitter.
In fact, most the time that you post something on Facebook or Instagram and it auto-feeds into Twitter, it will merely share a little bit of text and a portion of a link.
This is not engaging your audience, and if anything it tells your audience that you are not able to really devote the time you need into things and will cut corners. I don’t think anyone wants that as a part of their branding!
The final point we will make is that by cross-posting, you are giving your audience more work to do by jumping out of one social media platform into another, when they may not have an account, are not currently logged-in to the other platform, or do not want to have to be taken out of their platform.
Here are two examples of those types of posts:
If you want to learn more about what social media platform is best for you, make sure to listen to episode 19 of Branch-Out where we share great insights into this concept.
2. Add Subtitles To Your Videos
Not only should you be working with shorter video lengths but you should also think about using a platform that provides subtitles or add your own subtitles. Subtitles are not only fantastic for those with hearing disabilities but that are beneficial to mobile users who may not have access to headphones and are not in an environment where they can play sound from their phone speakers (ex. On the bus or in a room with co-workers).
Subtitles give people more of an opportunity to engage and pay attention to your video. It also will drive them to watch your video more than once (the second time with sound) which boosts the SEO of your video!
Two media organizations that are excelling with these video concepts are:
3. Keep Messages Brief And On Target
Whatever text you use within your content, make sure it is brief and on target! Not every device is created equal which means not every mobile device is going to have a 7in screen (and yes there are smartphones with screens that large).
If there is a large amount of text within your content, people may have issues viewing it or won’t want to even invest the time into reading through it all (especially if they are on the go, as so many people are nowadays).
A few points that Marketo states as vital for text in a mobile world are:
- Keep your subject lines short
- Always check and modify the text version of your email
- Keep your body content concise
- Limit your design and give importance to size
- Make your call to actions clear
Lets work together to visually show the best side of you to content hungry mobile users!
For more than a decade, Evin Charles Anderson has explored the intersection of performance, production and promotion. As the CEO and Creative Partner of Waverley Knobs, featured in Lifehack and CEO Blog Nation, he helps clients shape, shoot and share unique and engaging brand stories that inspire action, innovation and change. Evin’s independent, Hollywood and commercial film experience and marketing expertise means he not only knows how to visually tell a story for his clients, he knows how to position that story for real-world impact and business results.
In addition to running Waverley Knobs, Evin is a professional actor and director, as well as co-creator of the podcast Branch Out: THE Marketing and Digital Media Podcast. He also teaches acting, directing and marketing classes for the City of Cambridge in Massachusetts. Evin’s film Paperthin has been featured at The Magwill Film Festival in California, and Waverley Knobs’ short film, The Heist, has been featured in Examiner and MobileMovieMaker.