Now let's be fair and take into consideration we have more cell phones than we have people in SA (59,474,500 vs 50,586,757), and knowing that mobile search outranks desktop, and that there are indeed some severe algorithm penalties for non-mobile compliance, infact every single social platform we now use has an algorithm set to penalise us, it's so bad that even ad inventory is suffering & mobile advertising is a joke to say the least, but that doesn't change the fact that we are mobile-first, and social video is the micro moment we need to capitalise on.
But still, what the 4, 5 and 6 is a video micro moment.
Well, it's a... hmmm, it's a moment in time that happens in a... well, micro moment of time, there are many kinds of micro moments, they pop up in weird situations, like when you're driving on the N1 and see a billboard that reminds you of your in-laws arrival and suddenly you're on the hunt for the perfect apple pie recipe, that is a micro moment, triggered by causational* content or advertising, yet totally uncorrelated.
For relevance and in the light of giving you value and not confusion, I will look at the four most important "user intent" consideration when planning your video SEO strategy, and to reiterate, the user intent is the most important part of creating anything online, if you don't know the intent behind it, you'll likely not see any favourable results.
Micro moments you can bank your strategy on:
"I want to know"
"I want to do"
"I want to buy"
As I own a beauty property, and nurture my social platforms, I know that YouTube experienced an unlikely trend, beauty content grew by a whopping 50% between 2014 and 2015. How to search went up 70% YOY. As an analyst I had an almost unfair advantage knowing that, as I grew my social audience without even trying hard.
Often its not about having access to the tools, as a fool with a tool is still very much a fool, the key here would be to ensure you had the correct team driving your content and SEO output that way you would the skills and the results.
Be there when your audience is looking for "instant gratification" and build long-term satisfaction in the process. You need to rank in organic search first, then you need to add some paid search, use intent and context when creating video content, align your advertising natively and you have the winning formula.
The splintered users purchasing journey is now scattered in to copious micro moments, infinite supply of choices and messages, so brands best be there if they want to compete in the video revolution, or your competitor will be.
This is how video killed the user identity and gave power to user intent with micro moments, but fear not for there are businesses like Clickass that can and will find the perfect route to getting your video strategy off the ground.
*A correlation between variables, however, does not automatically mean that the change in one variable is the cause of the change in the values of the other variable. Causation indicates that one event is the result of the occurrence of the other event; i.e. there is a causal relationship between the two events..