Call me a YouTube Master. Last week, I had the pleasure of visiting Google to learn what makes a video relatable.
Quick Quiz: In the image below, which perspectives do you think perform better? Smooth vs Rough. Front vs Angle.
Answers: Smooth. Front.
Simple lesson - authenticity matters. Make a connection. If you're a vlogger, look straight at the camera and present what you know. If you’re a marketer, understand your audience and find a space to tell your narrative. That can be a six-second bumper or even a two-minute call to action.
Above all, make sure everything works on the screen that we carry 24/7. A smartphone is the #1 device people use to watch videos. By 2019, 85 percent of internet traffic will come from video. YouTube already reaches more 18-49 year olds than broadcast and cable television. Watching happens anytime, anywhere, and it’s social.
Marketers must adjust, and truth be told, I am not yet a YouTube or mobile master. I look forward to continued tutorial. To get us all started, here are four tips for a Mobile First Strategy:
- Be Present: Connect with your audience at their time of need.
- Be Personal: Use targeting beyond demo and creative to communicate in a relevant/contextual way.
- Be Purposeful: Don't let your mobile investment just happen. Place it front and center.
- Be Proven: Evolve your measurement for success.