Why You Should Incorporate Video Into Your Website

What’s the hottest and most impactful trend in website development? Video. Why? Because it works.

Not just for promoting your product or service, but for building a bond with your customers. Video helps people get to know, like, and trust you. Interacting with your audience via online videos will help you to get your message across in an interesting way. Videos keep people on your website longer and engage them with your content.


Information Experts’ partner Bryan McLamara, Creative Director at Brand Ready states, “Video is the competitive advantage separating the ‘haves’ and the ‘have nots’ in business development.  People are attracted to well made stories. Market share dominance is often associated with effective marketing and there is no better way to communicate with your audience than video.”

Inthebox Marketing states: “Having video content gives your brand a boost in search engines. Google looks favorably on relevant video content, so if you’re looking to improve organic search rankings then adding video updates to a roster of written blogs can be a great way to achieve this. 

Short videos are popular on social media sites. This allows you to broaden your reach through trackable channels and boost website traffic. Ideally, to appeal to social sharers, the video should be short and to the point, and include text subtitles or headings to get the message across even if someone is viewing without sound.

Professional production will mean not only that the video is properly lit and the sound is clear, but also that it is well presented. Guidance on how the video is framed, how much to say and how to say it can all be invaluable. Video is the closest thing you can get to talking directly to customers and potential customers, but it’s not the same as a conversation in real life. If you want to build trust in your brand, the combination of your team’s expertise and winning personalities with some professional production can lead to generating real trust in your brand.”

View some samples of Video on Websites

What makes your product or service better than your competitors? Video is a perfect mechanism for showing off your differentiators.

So what types of video should you have on your website? Depending on your company there are many different types of videos to consider, including:

  1. Brand awareness  
  2. Product or service demonstration videos
  3. Educational or How-To videos
  4. CEO communications, including corporate responsibility messages
  5. Explainer videos
  6. Case study and customer testimonial videos
  7. Event videos
  8. Expert interviews
  9. Company history and culture videos
  10. Virtual tour videos

According to a report from HubSpot Research, 54% of consumers want to see videos instead of more traditional methods such as email newsletters. Plus, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (Source: Insivia)

For an example of how a video shot in a single take can be edited into multiple sections and placed throughout a website for maximum impact, see this example from Successful Culture International.

Some Interesting Statistics:

Industry studies have shown that the popularity and effectiveness of video is increasing at a rapid rate. Some relevant statistics include:

  • Businesses using video to grow company revenue 49% faster year-over-year than organizations without video (Source: Aberdeen)
  • The average user spends 88% more time on a website with video (Source: MistMedia)
  • Video on a landing page can increase conversions by 80% or more (Source: Visually)
  • Video drives a 157% increase in organic traffic from search engines (Source: Brightcove)
  • “How to” searches on YouTube are up 70% year-over-year (Source: Google)
  • 4 times as many consumers would rather watch a video about a product than read about it (Source: eMarketer)
  • The average conversion ratio for websites using video is 8%, compared to 2.9%for those that don’t use video. (Source: Aberdeen)
  • Blog posts incorporating video attract 3 times as many inbound links as blog posts without video (Source: Moz)
  • Almost 50% of internet users look for videos related to a product or service before visiting a store (Source: ThinkWithGoogle).
  • Keep it short: Nearly two-thirds of consumers prefer video under 60 seconds (Source: Animoto).
  • 20% of your viewers will click away from a video in 10 seconds or fewer. In addition, you’ll lose about 1/3 of your viewers by 30 seconds, 45% of them by 1 minute and almost 60% by 2 minutes. (Source (Visible Measures)
  • Studies have found that the simple mention of the word “video” in a subject heading can increase the click-through rate of an e-mail blast by 13 percent. (Source: IQnection)
  • Companies using video enjoy 41% more web traffic from search than non-users (Source: Aberdeen)

Getting started with video

If you don’t already have video on your website, you are behind and losing ground to your competitors. Regardless of whether you are a product- or service-based business, you should be leveraging the power of video. Incorporating video content on your website will provide an instant positive impact. Video is no longer just one piece of the overall marketing and communications plan. It needs to play a central role in your outreach efforts.

Forrester Research takes the phrase “a picture is worth a thousand words” one step further by adding that a one-minute video is worth 1.8 million words.

Considering that 46 percent of people who watch a video ad on a business website take action after viewing it, it makes sense to include video in your marketing strategy. Even a minute-long video can tell customers and new consumers all they need to know in a fraction of the time it would take them to click on and read specific pages. Time is precious, so having video content on your website will enhance your user’s experience, attract more customers and boost your bottom line.

You don’t need to have a huge budget for video. You could do it yourself, but you need to be very careful about the quality of the video you produce. 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video. (Source: Brightcove).

You should select and agency that understands your overall communication strategy, so the content of the video aligns with your brand and strategy.

Here are four recent examples of integrating video with web: