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Why website video content works

  • Author Sarah Walker
  • Category Video Marketing
  • Published

Why website video content works

By 2017 video will account for 69% of internet traffic, according to Cisco, is it time your brand though about introducing video content to their website? We all know that video is one of the most popular forms of content, but many are put off by the perceived time and financial commitments involved in creating it. With it becoming so dominant in digital marketing here are just a few ways you can benefit from video content on your site:

Reduce bounce rates

Video draws the eye and attracts the click, having a video on your homepage or a high traffic landing page increases the likelihood that the viewer will stay on that page and then continue to click through your website. Video can also give your viewer the information they need quickly and in an engaging way, saving them time searching for answers and meaning they’re more likely to stay on your site rather than click back to the search results. Answering their questions builds their trust in you and positions your site as an authority within the sector.

Encourage social sharing

If link building and social shares are a key part of your SEO strategy then video is a great way to achieve this. Video content is inherently shareable, however, because there’s so much out there your video needs to be exceptional to stand out from the crowd. Offer your viewer something different to educate, entertain, shock, amaze or amuse them. If you can provoke a reaction from them then they will want to share it (and that reaction) with others, resulting in nice links to your site from a variety of social channels and even blogs.

Convert viewers into consumers

The purpose of any content on your website is to attract visitors, then provided you have optimised your website for the user, the video can start them on a journey through the site leading them to convert. This is where product videos or videos explaining your services can really benefit you. Viewers are more likely to convert if they feel they fully understand the product or service, and video is a great way to do this. Whether by demonstrating products, answering common questions or discussing the history and need for your product or service.

If used on your landing page video is a great way to quickly explain who you are and what you do. When you only have seconds to impress a viewer video is a great way to keep them on your site.

Launch a new product or re-brand

A well-branded video is a great way to re-brand or launch a new product or service. Especially if paired with other marketing efforts including new website design, social media and email campaigns. The latter two can even feature clips or GIFs from the video.

So how do I create video content?

Who is it for?

First you need to decide who your audience is, many companies have multiple audiences from a wide range of demographics. Narrow down the scope to focus on just one, think about who they are, what information they are likely to look for on your website, what questions do they need answering, what’s the best way to communicate with them and what type of video would they respond to? Answering these questions will give you a good idea of the type of content you need to include in your video and the best way to present it, i.e. animation or interview.

What should it show?

Next you need to think about the creative aspect of the video. What are you going to show? Will it be a general introduction to who you are and what you do, a company history for the ‘About Us’ page, perhaps a product video to explain how a new or popular product or service works or even a Q and A answering your FAQs? If you have decided what audience you are targeting and you know what they are looking for when they come to your site then you should be able to identify which type of video would be most helpful to them.

Who should make it?

Do you create the video in-house or call in the experts? Does someone in your team have filmmaking experience? If you are confident filming and editing then you might want to create the video in house. However, if you don’t have the relevant experience or just want to ensure the video created is of the highest quality, without a big time investment from your end then you may want to get a production company to produce the film for you. If that’s the case you will discuss your brief with them, agree a creative direction, budget and timescale. This option is often best if you have a short turnaround time and you need the video to tie in with a product launch or new web design going live imminently.

As you can see using video content on your website brings a multitude of benefits to both your brand and your viewer why not harness the power of video to give your website a boost?

At Happy Hour we create a variety of films for our clients, whether you are looking for a TV advertising campaign, corporate film or a video to go to your website we can help. With over 10 years’ experience we can help you create a video that converts viewers into consumers, get in touch to find out more.

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