Today more than half of the world's web traffic comes from mobile. More and more users are relying on mobile connections to get their information online, and desktop usage is dropping off fast. For marketers, the trend poses a new challenge: can they still drive customers to their websites?
Social media has sped up the pace in marketing in the last 10 years. While the social channels themselves were at the forefront of setting trends, technology often dictated how those trends developed. Devices got smaller, more capable, and desktops were replaced by more portable alternatives.
As a result, users began to consume a lot more information on the go. According to Socialbakers data partner Statista, in 2016 an overwhelming 60% of social media content was consumed on smartphone apps versus just 21% on desktop and 10% on tablets.
It is then no surprise that mobile has surpassed desktop in web traffic on a global scale. If compared to the amount of content that’s consumed on mobile – and the fact that in Q2 2017 Facebook attributed an impressive 87% of ad revenue to mobile – marketers should be seeing a lot more traffic, but that isn’t the case.
Why? The answer lies in the difference between how content is consumed on mobile versus desktop.
In any industry today, reaching users on mobile is critical for any brand. But reaching customers on mobile doesn’t mean merely expanding the brand’s advertising strategy to include mobile ad placements. It requires making significant content strategy adjustments and creating content with a mobile-first mindset.
Marketers not only need to think how to create social media campaigns that will engage users on the go, but also how to make their content efficient and light. And we don’t mean easy and fun to watch – we mean light on data.
Just to illustrate the point, Statista reports that, in 2016, global mobile video traffic amounted to 4,375,000 terabytes per month. And in 2017, it’s expected to double at 7,225,123 terabytes.
In today’s landscape where mobile internet subscriptions surpass a number of internet users, marketers need to be aware of how to create a mobile-focused user experience of their brand. Not just inside social media platforms, but outside of them, too.
To help ease the user experience, Facebook has taken the data load into account as well and is beginning to reward websites that load faster by pushing links to them to the top of users’ News Feeds.
Facebook has also made it clear time and time again that it wants to keep its users inside the platform. Links have for a long time been the least effective content type for brands. Taking into account multiple News Feed algorithm adjustment, and content consumption on mobile, marketers will have to be a lot more creative in getting users to leave the platform and visit their websites.
Marketers have to be careful not to ask their audience to take actions on mobile that are intended for desktop. Driving your mobile audience to download an extensive study or ebook on their smartphones is both inconvenient and data-heavy.
However, the last touch point in the customer journey may still very likely happen on desktop. Knowing how difficult it is to get customers to their websites to make that final purchase, and especially on mobile, brands have to be thoughtful about choosing the right time to give their customers the incentive to visit their page.
Likely that step will happen lower in the marketing funnel. When customers do leave the platform, brands need to be ready to meet them with a mobile-first experience that is light on data, digestible on the go, and rewards the user for taking that extra step.
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