The digital landscape is continuously evolving, and 2024 has been a landmark year in shaping how consumers interact with content and brands online. Three pivotal trends have taken center stage: the mobile-first revolution, the dominance of short-form video, and the record-breaking rise of streaming usage. Businesses that align with these shifts are poised to not just survive but thrive in an increasingly competitive and fast-paced market.

1. Mobile Surpassing Desktop Usage: The Era of Anytime, Anywhere

Mobile devices have officially overtaken desktops as the preferred method for shopping, consuming content, and engaging with brands. A report by Adobe highlights that mobile sales have consistently exceeded desktop, with 53% of online sales now made through mobile devices. In our area mobile devices are our lifelines to the ten’s of thousands of Travelers that pass through on a daily basis.  Rack cards are now quickly replaced by QR codes that connects you to a reservation or load directions in just a click.

Why Mobile Matters More Than Ever

Mobile users demand seamless experiences. From shopping to browsing, consumers expect lightning-fast loading times, intuitive navigation, and easy payment options. Yet, mobile optimization is about more than technical functionality; it’s about understanding the behaviors and preferences of users on the go.

• Stat Focus: Mobile first strategy. It takes 12 touches now to make a sale, according to LinkedIn. Mobile is where your first touches will need to occur.

Actionable Strategies

1. Responsive Web Design: Ensure your website is optimized for mobile with easy-to-read text, fast-loading images, and simple checkout processes.
2. Mobile-Exclusive Campaigns: Create promotions or discounts specifically for mobile shoppers to encourage engagement and build loyalty.
3. Leverage Mobile Analytics: Use tools like Google Analytics to track how users interact with your site on mobile and continuously refine their experience. Or you can send out a another survey. I don’t know about you but I’m done with surveys. That’s my time you’re asking for.

2. Short-Form Video: The Reigning King of Engagement

As mobile usage skyrockets, so does the consumption of short-form video content. Platforms like TikTok, Instagram Reels, and YouTube Shorts have transformed how users consume information, with bite-sized, engaging videos becoming the most effective way to grab attention.

The Power of Short and Sweet

Short-form video thrives on its ability to capture attention quickly and convey a message effectively within seconds.  Treat your viewers like they are already your customers, with respect and efficiency. These videos are for their benefit, try not to load them with ALL the info they could ever need or want. A recent survey found that videos under 60 seconds see an 80% higher completion rate compared to longer formats, making it clear why brands are doubling down on this format.

• Stat Focus: Short-form video content now accounts for over 30% of all video engagement on social platforms, showcasing its unmatched potential to connect with audiences.

Actionable Strategies

1. Prioritize Conciseness: Focus on a single, clear message in your videos. Avoid overwhelming your audience with too much information.
2. Incorporate CTAs Early: Given the limited time frame, introduce your call-to-action early in the video to ensure viewers don’t miss it.
3. Align with Trends: Participate in platform-specific trends, challenges, or hashtags to boost discoverability and engagement.

Real-World Example

When COVID hit, one of my clients used a video to deliver the proper visit Tahoe info to his return guests. He filled his resort with COVID compliant people within days.  Saving his resort and granting a good experience to good customers in a very troubled time.

3. Streaming’s Record Highs: The Shift Away from Traditional TV

Streaming platforms like Netflix, Hulu, and Disney+ continue to shatter records, with June 2024 marking a significant milestone. Streaming accounted for 40.3% of TV usage in the U.S., surpassing cable (27.2%) and broadcast (20.5%) by a wide margin. This shift reflects a broader change in how consumers prefer to consume entertainment and, by extension, advertisements.

The Implications for Marketers

Streaming’s rise means audiences are more fragmented than ever, but it also provides unprecedented opportunities for targeted advertising and branded content integration. Unlike traditional TV, streaming platforms offer robust data-driven insights that allow businesses to reach specific audiences effectively.

• Stat Focus: Streaming now makes up 40.3% of TV usage in the U.S., demonstrating its dominance as the preferred medium for content consumption. Add to this stat Youtube and Meta advertising in the Tahoe Truckee area is still affordable.

Actionable Strategies

1. Invest in OTT Advertising: Over-the-top (OTT) platforms like YouTube, Meta, and Hulu enable businesses to run ads tailored to niche demographics.
2. Collaborate with Influencers: Many streamers and content creators have loyal audiences that trust their recommendations, making influencer partnerships an effective way to increase brand visibility. In our small town think restaurant, hotel, and tour guides - collaborate and cover.
3. Create Platform-Specific Content: Develop content that informs with one piece of information per video. Make it binge worthy, lead them with the control of wanting more.

Real-World Example

Think local hotel plus ski ticket vouchers, add a restaurant or deli discount, and now you have a weekend experience. Value will rule in 2025.

2024 has made it abundantly clear that the digital landscape is shifting faster than ever. Mobile devices have become the go-to platform for shopping, planning, and navigating Tahoe Truckee,, short-form videos are now the most effective way to capture attention, and streaming has overtaken traditional TV as the preferred medium for entertainment.

For businesses, these trends are not merely challenges but opportunities to innovate, connect, and thrive. By adopting mobile-first strategies, creating engaging short-form content, and leveraging the power of streaming, brands can stay ahead of the curve and build meaningful, lasting relationships with their audiences.

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Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

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Trina Gold

Master Creator

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