In South Africa, mobile devices are the primary gateway to the internet for millions of users, making mobile-optimised content essential for any brand seeking to engage a targeted and responsive audience. This trend is only set to grow as smartphone adoption and internet connectivity increase, positioning South Africa as one of Africa’s most mobile-centric markets.

Engaging with a screen-obsessed generation

The term “mobile zombies” has emerged to describe people who are constantly absorbed in their mobile screens, often oblivious to the world around them. Whether commuting, waiting in line or even walking down the street, these screen-centric users are consumed by social media feeds, messages and videos. This behaviour presents unique opportunities for brands to reach highly engaged audiences.

Understanding this phenomenon means recognising the importance of mobile-optimised, visually engaging content that can capture attention in an instant. With consumers spending hours on their screens daily, crafting brief, impactful messages and scroll-stopping visuals is essential. Brands that can appeal to mobile zombies with compelling, mobile-first content will be better positioned to thrive where attention is constantly divided among multiple screens and apps.

Content strategy trends for 2025

• Mobile internet penetration: As of 2023, 95% of South Africans access the internet via mobile devices, with smartphone use expected to grow even further during 2025.
• Preference for mobile-optimised content: Around 85% of South African consumers prefer to browse content on their phones, making mobile-responsive content a priority for brands targeting local audiences.
• Rising importance of short-form content: Data shows that short, visually engaging formats such as video reels and stories hold higher engagement rates on mobile than long-form text.

Strategies for mobile-first content

1. Embrace short-form content 

Short-form content, such as quick videos, snackable social media posts, and concise articles, is ideal for mobile consumption. For South African brands, short-form content isn’t just a trend; it’s a necessity for engaging younger audiences, who tend to scroll quickly through content.

LIVECOM excels at creating engaging short-form content designed to grab attention quickly. From eye-catching social media visuals to quick, impactful videos, we provide solutions that capture audiences from first glance.

2. Optimise visuals for mobile responsiveness

Given that mobile screens are smaller and require more concise visual elements, it’s crucial to optimise images, videos and layouts for mobile devices. This includes using high-quality images that load quickly, adjusting layouts for vertical scrolling, and utilising interactive elements that work well on touchscreens. Mobile-responsive visuals also improve your search rankings, as Google prioritises mobile-friendly websites.

LIVECOM designs visuals and layouts specifically for mobile, ensuring that your content looks polished and professional on all devices. Our team understands the nuances of mobile design, from image scaling to interactive elements.

3. Utilise mobile-specific video content

Mobile users favour videos that are brief, captivating and easy to watch on-the-go. Platforms like TikTok, Instagram Reels, and YouTube Shorts are perfect for engaging mobile users, especially among the younger demographic. South African brands are finding great success with video content optimised for vertical viewing, capturing the essence of the brand in seconds.

LIVECOM creates compelling video content that speaks directly to mobile users. We focus on creating video narratives that capture attention within the first few seconds, ensuring that your brand message is not only seen but remembered.

Why mobile-first content matters for brand growth

As mobile device usage grows, brands that prioritise mobile-first content strategies will position themselves at the forefront of consumer engagement. By 2025, mobile-first content is expected to dominate digital marketing, with businesses leveraging short-form videos and mobile-optimised visuals to reach consumers effectively.

LIVECOM understands the nuances of South Africa’s mobile-centric market and we are committed to helping brands stay ahead of this trend. From strategy to execution, we offer tailored solutions that align with the needs of the mobile-first generation, ensuring your content connects and converts.