There’s no denying that most of us struggle with limited time—and shortened attention spans—these days. It seems that businesses almost need to grab their audience by the hair in order to keep them engaged with traditional website content (this isn’t a suggestion: please don’t yank any ponytails).
Video content gives users the chance to consume more information in a shorter period of time, and offers businesses a powerful visual communication tool for getting their message out there. Utilizing video content on your website has simply become a digital marketing strategy must.
Why do I need video on my website?
People are viewing video content online more than ever before. It’s such a trend, in fact, that by 2021, the average person will watch 100 minutes of online videos every day. According to HubSpot, 54% of consumers want to see more video content from brands they love.
Several studies have also shown that when people are given the choice between text and video, over half choose the latter. Humans are visual animals, our brains drawn to movement; we inherently retain information and understand concepts much faster when shown, rather than told. This is precisely why a video will get more engagement than a block of text (like this one—I know, I know).
Okay, but how will video help me get more sales?
According to Wyzowl’s Video Marketing Statistics 2020, “87% of video marketers say video has increased traffic to their website,” and 89% say it has increased their ROI. And since videos get 1200% more shares than text, just imagine how many eyes could be on your brand, with a purchase on your website just one click away.
Where should I put videos on my website?
There are many places you can use videos on your website! Here are some of the most popular (and beneficial) spots:
- Homepage Background: using video as your background is meant to complement (not distract from) your other content, so don’t go overboard. Use the opportunity to build trust in your brand by showing behind-the-scenes shots or close-ups of your products. Grab your visitor’s attention, and encourage them to look further into your site.
- Products/Services Page: this is a great opportunity to do product or service demos, 360 shots, or show viewers examples of how to use or wear your product. Kickstart your viewer’s imagination, entice them with beautiful shots of what your brand has to offer.
- Testimonials: instead of a simple quote from a satisfied customer, let your viewer actually hear it straight from the horse’s mouth! Get videos that show real, first-person enthusiasm for your products or services, and establish trust with prospective customers.
- About Us or Homepage Explainers: use an explainer video to give a detailed description of who your brand is, what you’re about, and what problem you’re addressing (and solving) for your customer. Take time to explain what makes you unique, introduce yourself, your staff, your workplace. Build trust, and get your message across to your viewer in a straightforward and professional way.
- Meet the Team Page: what better way for customers to get to know your staff than by having them personally introduce themselves?
- Vlogs (Video Blogs): switch up all-text blogs with video versions once in a while. Vlogs are generally more engaging, while being mobile-friendly, and extremely shareable across most social media platforms!
Not convinced yet? Here are some great examples!
• Cadigal (homepage background) https://www.cadigal.com.au/
• Speak on Chat (homepage explainer video) http://speakonchat.com/?lang=en
• Slack (product demo video) https://slack.com/intl/en-ca/resources/slack-101/what-is-slack
• Target Process (Meet the Team page) https://www.targetprocess.com/team/
• Booker (Testimonials) https://www.booker.com/customers
Final thoughts on video for business websites…
If a picture is worth a thousand words, imagine how much you can say with a video! And if the goal is to get more eyes on your brand (which, of course it is), why not put this marketing trend to use by ensuring your business has a dynamic website that includes powerful and persuasive video content? 5, 4, 3, 2, 1, action!