What comes to mind when you think about video content on your website? Maybe it is a glossy clip to showcase the quality of your products. Perhaps an animation to educate your audience or an interview with the founder of your company discussing the reasons they went into business in the first place?
There are lots of reasons why you might choose to upload some video content however, a lot of organisations still avoid it. An estimated 40% of businesses don’t use video as a marketing tool whilst 74% of marketers believe that video has a better return on investment than static imagery. So, lets have a look at the potential benefits of video content on your website with some real-world examples.
Is Video the best format for your message?
If a picture says a thousand words then a video is worth a million. Yes, it is a bit of a over simplification but here lies the first significant benefit of using a video format. Maybe you have a complex idea you want the public to understand or you are working on something a bit more emotive.
During the Covid pandemic the ability to transport a site user to another place was particularly important to DeepStore who as a result of lockdown became unable to show potential clients around their site. Video content was the obvious solution and the ability to give an overview of their operations allowed DeepStore to continue to attract new customers.
Want to show someone a room in a house? A picture can do this perfectly. Want to show someone every room in the house? A video is significantly more engaging and tells a story, showing flow through the property. In the case of Seddon Homes trying to excite potential homebuyers with a new development of 19 high-end properties at Aspenwood Grange, CGI images are good but a CGI walkthrough was so much better. Helping the audience to visualise not just the potential home they can live in but actually create a sense of the community and lifestyle.
Video content is engaging
Now imagine trying to describe that scene. How many words would it take and how effectively would you be able to evoke the same emotions? Within seconds of a video launching on a webpage you can effortlessly communicate a huge amount of information and have your audience hooked. This ability to instantly grab the users attention actually also helps to keep the user engaged with the content for a longer time. Once the audience has been engaged with video content their average time on page is typically 2.5x higher than a page consisting solely of written content.
Taking a look at Thornycroft Solicitors, their blog is an opportunity to attract organic traffic to their site. The goal of retaining this organic traffic through to enquiry is a challenge faced by many businesses. When looking at the first step in the process increasing engagement, with content taking a blog regarding the conveyancing process, replacing plain text with an animation had a huge impact. Animating a blog for Thornycroft can increase time on page threefold.
Catch the eye and stick in the head
The benefit of being able to communicate lots of information in a short period of time and then hold your audience’s attention? Being memorable! Making it more likely that a site user will be more likely to return in the future and that they will remember your brand when making a decision to purchase.
Best of all video content has all of these benefits when shared on social media. Meaning that content created for your website can easily be adapted to reach a wider audience through social platforms. Whilst copy can get penalised in SEO for being repeated on other pages video content does not suffer from the same penalties. In fact, it can benefit from being shared across several channels with alternate titles, descriptions and tags and after all, social media platforms prefer video content. If you want to find out a bit more about The Importance of Video in Social Media check out our previous blog post.
Want to update your website with video content?
Whether you want to create a tour of your premises or introduce the world to a new product, we can bring your story to life. We have experience creating video content for a wide range of industries and are always excited to take on a new challenge.
Get in touch on 01244 347 545, or email us at [email protected] and we will get back in touch with you as soon as possible.