In the past the rise of new technology has usually meant the death of old established media. While the popularity of the internet moved readers away from print, and television and videos moved people away from radio, this simply isn’t the case for video in the mobile space. The shift online has created more content, and created more ways for viewers to interact with it. In 2015 mobile video consumption increased to 45% of all digital video views from 15% in 2013. This shift has had a profound impact on the way kids engage with video content.
A few months ago I was talking to a colleague at a conference who spoke about her need to shift a chunk of her marketing budget from mobile to video. The way I see it, there is no conflict. Better devices and technology have made it easier for kids access videos, which they have always loved, and also made it easier to leverage video content whether it is branded, user generated, or plain random.
Mobile has flipped video content on it’s head by making it possible for kids to watch anywhere, and expanding what was once a narrow stream of content produced by a select group of TV channels, to a large pool of diverse content for kids.
Kids can select and explore content they like on mobile
Mobile video content is succeeding largely due to the fact that it enables kids to discover more content, showcasing a variety of topics that can be accessed at anytime. And unlike TV, kids can choose exactly what they want to watch. YouTube revolutionized video content by allowing anyone to upload videos. Launched in February 2015, the YouTube Kids App moved kids’ consumption away from the computer and created a safe discovery environment on the go.This move was inline with user needs, because kids represent a disproportionate portion of YouTube viewers, with 4 of the 5 of the most popular YouTube channels belonging to the kids’ segment.
Easier access to content means more content is needed to keep kids engaged
Remember the days when families would rent a movie and watch it on repeat? Boy have things changed. Kids don’t only expect a choice of content, it is important to have a selection that is refreshed often so they are engaged. Streaming services like BBC’s iPlayer and the Sky Kids’ app put the TV content in the hands of kids, guaranteeing new shows and segments while keeping kids safe.
Kids love following their favorite app characters to video
It makes sense that today’s digital natives want to consume video content showcasing characters from their favorite apps. Angry Birds, the most downloaded app series in history, expanded it’s offering to the video space with ToonsTV. The original content made for mobile features wacky adventures with Angry Birds characters, and with more than 5.6 billion views it’s safe to say kids love it. The success of ToonsTV is just the start of games to video content, providing exciting opportunities for engaging content kids can interact with.
Mobile video provides brands a more engaging and interactive way to showcase their product and messaging. Any traditional brands anxious about video impacting their established videos need to understand that mobile video can actually have the opposite results for their business. With the right tactics, branded video content can push a brand more effectively and assistant performance marketing.
User generated content makes personalization a two-way street
With the ability to select content, mobile has created a more personalized experience for kids – and this experience does not only include consuming content. Kids are inspired to create and share their own ideas. The upcoming debut of Toca TV, by Toca Boca, takes video subscription services to the next level by including filters that encourage kids to create their own content. Much like SnapChat filters, Toca TV gives kids inspiration to create video clips in a way that is designed for young users. Consuming videos is no longer enough, today’s kids are inspired and connected and want to share their own work with others.
Mobile has done the opposite of killing video
The prevalence of devices has made it easier for kids to access new content, find new videos and share their own voice. It’s not often that a new technology amplifies an existing media the way mobile devices have allowed video content to explode. This new and accessible platform provides kids’ brands with an amplified way to reach and inspire kids, in a way that is more personal and effective. The ability to share, choose, and create makes mobile the perfect place for video to thrive, and an area kids content creators and app developers must play in.