Franchising Today - Winter 2017 - 16

Column by Bill Corbett Jr.

Video watching on the go is growing at an astounding rate. Mobile data
traffic was 7.2 EB/month in 2016 and
will grow to 49 EB/month in 2021 (1
EB or exabyte = one billion GB). Ericsson reports that video represented
50 percent of the mobile data load in
2016. It will become 75 percent of the
load by 2022.
Marketers are leveraging mobile
video for awareness and branding,
lead generation and sales. With higher-quality and faster smartphones
with apps like YouTube, Facebook, Instagram and Twitter that feature video,
it is not surprising that everyday users
are both watching and creating video content. The lessons learned from
these adopters must be used by franchise companies and franchisees alike.

Why Do They WaTch IT?
Smartphone users have a ravenous
appetite for video content of all kinds.

GET IN THE GAME
Why franchIsees anD franchIsors musT embrace
vIDeo - noW.

THETheMOBILE
REVOLUTION
ISradical change
mobile revolution
is here
tively for decades. The
and mobile video is a major part of it.
It is time that every franchisee and
franchisor gets in the video game. Sitting on the sidelines is no longer an
option today. Your failure to leverage
this powerful tool will leave your organization and individual franchises
in the dust of smarter and more video-savvy competitors.
On the corporate and franchisor's
level we know that controlling the
brand message is critical. Video in the
form of commercials as well as internal
communications has been used effec-

16

franchising-today.com

WINTER 2017

that has taken place is in the growth in
the use of mobile devices and the fact
that consumers and corporate executives all want video content.
With more extensive Wi-Fi networks, 4G and broadband, it is very
easy for consumers on smartphones
and tablets to consume video content.
There are approximately 224.3 million smartphones in use in the United
States and 172.4 million users of tablets, according to Statista. These users have a ravenous appetite for video
content of all kinds.

What makes videos interesting or
watchable, re-watchable and worth
sharing are important questions.
While every video will not go viral,
video content is preferred and will
attract attention and keep consumers watching. Short videos, 15 seconds
or less, are shared more often. This
makes it clear that brevity counts.
This is partially due to the fact that the
average attention span has dropped
to just nine seconds, according to the
BBC; shorter videos are also easier to
share because they load faster.
Companies and individuals that
post interesting video content see
greater engagement across all platforms where they are using this strategy. Engagement and frequency build
trust and brand awareness, the building blocks for customer acquisition
and loyalty. The enhanced power of
the smartphone combined with applications that encourage video posts has
opened up tremendous opportunities.
Live video has exploded over the


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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
Franchising Today - Winter 2017 - Cover1
Franchising Today - Winter 2017 - Cover2
Franchising Today - Winter 2017 - 1
Franchising Today - Winter 2017 - Contents
Franchising Today - Winter 2017 - 3
Franchising Today - Winter 2017 - 4
Franchising Today - Winter 2017 - 5
Franchising Today - Winter 2017 - 6
Franchising Today - Winter 2017 - 7
Franchising Today - Winter 2017 - 8
Franchising Today - Winter 2017 - 9
Franchising Today - Winter 2017 - 10
Franchising Today - Winter 2017 - 11
Franchising Today - Winter 2017 - 12
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Franchising Today - Winter 2017 - 14
Franchising Today - Winter 2017 - 15
Franchising Today - Winter 2017 - 16
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Franchising Today - Winter 2017 - 18
Franchising Today - Winter 2017 - 19
Franchising Today - Winter 2017 - 20
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Franchising Today - Winter 2017 - 28
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Franchising Today - Winter 2017 - 30
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Franchising Today - Winter 2017 - 35
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Franchising Today - Winter 2017 - 38
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Franchising Today - Winter 2017 - 40
Franchising Today - Winter 2017 - 41
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Franchising Today - Winter 2017 - 53
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Franchising Today - Winter 2017 - 55
Franchising Today - Winter 2017 - 56
Franchising Today - Winter 2017 - 57
Franchising Today - Winter 2017 - 58
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Franchising Today - Winter 2017 - Cover3
Franchising Today - Winter 2017 - Cover4
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2020_vol5issue1a
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016winter
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016summer
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