Videos on websites

posted on 25 / 03 / 20


How many times have you taken to YouTube rather than Google to find a solution to a problem, or to research something?

Generally speaking, we prefer to watch a video than read a large piece of text, due to the quick and easy nature of it. It provides users with a better visual experience compared to that of an article.

According to ComScore, over 1 billion videos are watched in the US EVERYDAY. That’s a lot of videos, and a lot of watching!

So why not integrate this into websites? Video enhances websites, so if you are looking to improve your website, video could be a great tool to use.

Video is a creative way to stand out from competition, and get noticed by your audience.

BuyToLetDeals utilises video on their homepage, and this way they immediately communicate

  • where they are located
  • the people in their team
  • what the business does
  • engages users with creative and interesting visuals

They therefore experience all the benefits that video on a website brings to a business.

So why use video, and what benefits does it offer?

Powerful sales tool

A study carried out by Online Publishers Association says that 80% of users remember a video advertisement watched in the past month, and around 46% of them then take specific actions following this.

When purchasing online, 90% of shoppers say that video is useful when deciding purchases.

Online retailers such as ASOS, PrettyLittleThing and others are successfully utilising video in order to push their products. They offer videos of their products on models, being able to view it in a more realistic way, from different angles and lighting.

This increases credibility and trust, as customers can judge the quality of the product better this way and how it looks in ‘real life’.

Selling is about storytelling

Videos are a great way to engage customers, giving you a fantastic opportunity to tell a story around your product, service or wider brand.

It gives your audience an opportunity to imagine themselves with your product or service, and furthermore is a good way to communicate the benefits of what your business offers.

Video delivers your message quickly

Alongside video being a good way to engage your audience, whilst you have their attention, get your message of your brand across!

Information from videos is digested a lot faster than it’s written equivalent. Video therefore can get your message across quickly and effectively to customers, also one which they are more likely to remember.

Video should be incorporated alongside written content to strengthen the message you are trying to communicate.

Video helps your audience get to know you better

As well as showcase your product or service, video allows you to communicate your brand’s personality. It is a great opportunity to showcase the culture of your organisation.

People like to work with people they feel they know, and video is a great way to get people to know your brand, and trust it too.

Video allows you to give your brand a personality. A video of your team in ‘action’ is much more effective than a piece of text describing your team.

Video allows you to strengthen the bond you have with your audience. You can introduce your team, have product demonstrations, and video your employees, and therefore is a great way to get your visitors closer to you and your brand.

Videos keep people engaged

Visuals are a great way to keep your audience engaged, no matter what the product or service. It’s a powerful way to visually showcase what you offer in a short amount of time.

It captivates your audience. And if you can do this, the longer they are exposed, the more they will learn about your products and services.

It can demonstrate how your products or services are used, and provide customer testimonials.

All of these things build loyalty to your brand.

Video is better for SEO. Companies that include video on their website generally experience higher engagement rates, higher click-through rates and higher conversion.

And this higher engagement leads to one thing – higher search engine rankings!

As videos mean you will tend to stay longer on a website due to viewing the video, “dwell time” increases. This helps Google identify that the content is of higher quality.

Increase your reach

In a similar way a blog can integrate with your social media channels, video can do the same.

Sharing video through social media channels, your viewers can share it themselves too. Every time it is shared, your video, and therefore your business, product and services are exposed to a whole new set of viewers.

Social media is a great way to connect with your audience too. You can interact directly with your customers, learn more about them and what they want in a product or service, and use this to adapt what your business offers.

Video is a creative and engaging way to interact with your audience. It has a whole host of benefits which will ultimately lead to wider reach, better SEO rankings and returning customers.