The rise of video: Why video is important for your website

With over 50% of marketing professionals naming video as the best way to get a great return on your investment, it seems like a no-brainer to include videos on your website. But why do these videos perform so well?

How users respond to video

They say a picture is worth 1,000 words. In that case, a 60 second video would be worth around 1.8 million! The attention span of an average person has dropped by a third within the last 15 years. People are looking to absorb information quickly, and if they don’t foresee this as achievable from your website, they are likely to move on.

Essentially, your video is your elevator pitch. It’s a quick and visual way of describing your company and the key services that you offer. Videos have the potential to capture someone’s attention in ways that are not possible with only text or images.

The power of video on mobile

Have you ever tried reading a long article on a mobile device? Trying to focus on tiny text on a small screen makes this a difficult process. Even with responsive design, scrolling every 10 seconds can be annoying. A video can solve all these problems. Removing the need to scroll or zoom benefits mobile visitors immensely.

It makes sense to translate a lengthy article into a video, as mobile visitors make up 40% of all traffic to global websites. Desktop users also may find these videos useful too, so it’s a win-win situation.

Video and your brand

Videos give an incredible opportunity to impart your brands message on your visitors. You can demonstrate your personality through text, image, sound and movement. This can help to humanize your brand, connecting directly with your audience and getting as close to face-to-face interactions with your visitors as possible.

Consistently showcasing your brands visual identity on your videos is a great way to become recognised and associated with the quality content that you produce. People love to share videos; with the average video post generating 135% more organic reach (via Facebook) than an image post, having your brands visual identity front and centre is sure to net you a good number of new visitors.

Best uses for your video

So what kinds of videos work best? This is specific to your business type. An e-commerce store may benefit more from product reviews, whereas someone running a hotel may see greater results with customer testimonials. Below are some common video types that have the potential to help your business succeed:

  • Customer testimonials
  • Product demos
  • Tutorial videos
  • Product reviews
  • Service showcases

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