A recent article in Adweek magazine helped accentuate the importance of video in this age of new media. Referring to video, and particularly social/mobile video as the “scrolling economy,” the article referenced several important factors that apply directly to banks and credit unions as they use video to reach consumers.
- Video today is consumed highly on mobile. This should come as no great surprise, especially if you notice that the majority of people in airports, shopping malls and just walking around in general typically have their necks bent, looking at some kind of device. More than 82% of online video views now happen on a mobile device. Therefore, banks and credit unions must ensure their video content is optimized to fit small screens.
- Audio agnostic. Banks and credit unions must also produce video content that works with or without device sound. Ensure your video content has on-screen text and captions for dialogue, when appropriate. You also want to allow images and graphics to do just as much of the talking as voice talent.
- Always actionable. Just like a call to action with the traditional marketing campaigns, video shared online must have some type of sharing end-game. Banks and credit unions should optimize video content for easy sharing across social media platforms and between peers. Your viewers must be easily able to click and share with their family and friends and to post it on their personal social media platforms.
The age of new media will no doubt continue to evolve and change. The rise of mobile video and peer-to-peer sharing via social media platforms have converged in such a way as to offer a powerful source of brand influence and advertising for banks and credit unions. The question becomes, is your bank or credit union video content optimized for this scrolling economy?