In 2020, we saw companies racing to create video content as a substitute for face-to-face events. Online conferences, livestream brand launches, and Zoom webinars quickly became the new normal, giving businesses a chance to engage their market despite being in lockdown.
A closer look at marketing trends show that customer video consumption has never been higher, and it’s only set to increase in 2021.
According to Wyzowl, people watched an average of 16 hours of online video content per week last year. In 2021, it’s estimated that people will spend up to 100 minutes each day watching videos, an increase from 84 minutes in 2020.
Despite budget production restrictions and budget cuts, 99% of marketers who actively make videos for their business will continue to do so in 2021, and it’s because the results continue to impress. Videos have proven to influence higher website traffic, generate more leads, and strengthen brand awareness because of its interactive nature.
Statistics show that viewers engage better and longer when watching a video about a product compared to reading about it. According to Vidyard, the average retention rate for videos is 52%. Because of this, brands are also experimenting with the types of videos they use on their website and social media. This is also allowing for many of them to explore under-utilised video content opportunities to stay ahead of their competitors.
These video marketing statistics show the importance of video marketing for business, both now and in the future. And you shouldn’t let yourself get left behind.
In this blog, we’ll show you how website video creation can benefit your brand’s presence on the internet and what kind of videos you should be creating to engage your prospects and convert them into customers.
Why you need video on your website
Website videos allow you to clearly convey who you are and what you offer to your audience, whether they’re familiar with your brand or a first-time visitor. They also boost your digital presence, so that your target customers can find you easier.
Below are several ways that videos will benefit your website.
1. Videos improve SEO
SEO efforts are often limited to link building through content, but that doesn’t always have to be the case. Many brands opt only to create articles and infographics to boost their rankings, forgetting that video is an effective way to get more traffic online.
If it’s done well, a video can generate a large number of links for a website. Here’s how:
First, create an optimised channel to host all your video content. Even if you have them embedded on your website, videos uploaded on your channel will provide the backlinks to increase your presence. YouTube is the most popular video platform on the internet, and it’s also owned by Google. This is an advantage for your company to have an increased presence on Google’s search results pages.
Next, use targeted keywords in the video title, tags, and description. In the same way they help gain traction for a blog post, the title and meta description of your video is a factor in improving your SEO ranking. So, do research to ensure you’re targeting keywords that people are actually searching for and that the content you upload is relevant to what they need.
Finally, continue creating quality content. You can’t optimise your video and forget the rest of your website. The content on the page you’re trying to rank is just as important to enable search engines to crawl it. For a completely optimised web page, write a keyword-rich blog to sit under your video.
When you cover all the bases of your video SEO campaign, you’ll attract new visitors, social shares and inbound links.
2. Videos personalise your brand
Using videos on your website helps establish a stronger brand personality for you, which in turn, will be how your audience will remember you. Especially if it’s the first time they’re interacting with your business, it’s imperative that you leave a distinct impression to associate your brand with.
That means your video needs to deliver value. Don’t focus on driving sales, and instead connect with your viewers. You need data to back up how you approach your target customers, so that you can create content that’s relevant to what they’re going through.
A survey by Accenture found that 91% of consumers are more likely to shop with brands that recognise them as individuals and provide relevant offers. People are also more likely to understand and trust what your video is saying when they can see the human behind the voice.
So, before starting your video project, identify characteristics that are unique to you and your business. Then, draw out ideas on how to convey those selling points in a way that doesn’t threaten but warms up to your audience.
It’s when they can see that you truly understand them that you earn their trust.
3. Videos cut through other forms of content
Creating different kinds of content will keep your customers interested in your brand.
Videos not only break through the monotony of static content, but it’s also a great way to build relationships with more clients. When your video has gripping content, it becomes shareable, and you have an opportunity to tap into the networks of your audience across their social platforms.
But this is also why you need to ensure that you have a well-rounded piece of content.
Enhance the way that you deliver your message through simple but quality production and intuitive editing. Producing a great video doesn’t need to be expensive, as long as you or your team can capture stable footage and clear audio. Then, to maintain the interest of your viewers, incorporate music and vibrant visuals.
This leaves you with an attractive, versatile, and shareable medium of reaching your audience to tell them about your brand.
Types of videos needed on your website
By creating a variety of videos, you can guide prospective buyers on their journey regardless of where they are in the different stages of awareness. You can offer them something unique, informative, and engaging that will help them see your brand as better than your competitors without boxing yourself into creating a single style of video content.
Here are three types of videos every business needs on their website:
1. Branded videos
A branded video drives awareness of your brand. While it reflects your values, it doesn’t advertise the business directly. Instead, it banks on positive association, rather than self-promotion.
In a study by Inc.com, 46% of consumers said they made a purchase after watching a branded video on social media. Studies have also shown that a branded video on a webpage can increase conversions by 80%. It’s one of the simplest forms of video content you can create that generates massive ROI for your website.
But as with any other types of content, a great branded video has to speak to the right people. You need to understand who you’re talking to and have a grasp of their motivations, passions, and wants. No matter how inspiring or humorous your video may be, it will only fall flat if it doesn’t speak the language of your market.
With a smartphone in hand and a compelling message, anyone can produce a branded video. Even so, not every business has the resources and time to create them in-house. For this reason, some companies hire a video creation service to create the content for them.
2. Customer case study/testimonial
Customer case studies and testimonials are effective because of their self-identifying qualities. When viewers discover that your brand has helped someone else in a similar situation as them, they begin to believe in your capabilities.
These videos help people assess a product or service in the context of themselves. It shapes a certain expectation in their minds which lets them figure out if your solution is best for their situation.
A powerful customer case study establishes your ideal buyer first. If your product or service is geared towards young parents, you want to tell the story of a couple that benefited from what you offer. This way, when they appear on your video, viewers will make an emotional connection with their testimony.
Creating a case study video requires careful planning in terms of the story you’re trying to tell. You may be sharing another person’s perspective, but you want to structure the narrative in a way that champions your brand. At the end of the day, it must compel your viewers to take positive action.
3. Product demonstrations
Product demonstrations, or demo videos, are a trendy way to show the ins and outs of what you’re selling to your potential customers. More customers today are inclined to learn about a product through a demo video, and businesses worldwide have adapted to this content option. That’s why you can find these videos for new product launches on most brands’ social media pages or on their websites.
Creating a product demo video doesn’t always need to be over the top. Simply showing its qualities and benefits is what you need to focus on.
Demo videos give customers the opportunity to see how a product works. Some brands choose to film demo videos with a host who uses the product while others go totally digital and a voiceover discusses its characteristics.
Demo videos are an effective method of informing customers online. It can be as short or as long as you want it to be, as long as you clearly convey how it works.
Consumers tend to get sceptical when it comes to traditional product marketing ads. But with a demo video, you can counter any doubts your market may have by going in-depth. Additionally, the video can also serve as a reference your customers can keep coming back to – in case they have yet to decide to purchase. Or if they’ve already bought your product, they can replay your demo in case they’ve missed out on certain must-know features.
Websites are a platform for businesses to deliver a memorable experience around their brand. To ensure you engage your visitors, you need to use video content that talks about your story, your goals, and the uniqueness of what you offer.
Incorporating videos on your website will also increase the flow of online traffic and improve your search engine rank allowing you to establish your authority in the digital space.