Why Your Website Needs Video Now More Than Ever
Since the dawn of time, humans have always been visual beings. We’re drawn to things that make us feel something. We connect with things we see. You could not say one word, and show somebody a painting, drawing, or in this case, a video – and every person would feel something. And with smartphones offering up the ability to film just about anywhere and video editing tools readily available in the app store, video is more prevalent than ever. Hello, Snapchat, Instagram, and YouTube bloggers!
But did you know that over 90% of consumers access video through the web? Think about it. Your coworkers are sharing funny videos in the office. If you locked your keys in the car, there’s a ‘how-to’ video for the perfect DIY solution to get ‘em back on YouTube. (Or do something very, very bad to your car.) Your kids are familiar with YouTube stars and bloggers.
Video is taking over the freaking world.
But despite the mind-blowing statistics and many small business owners are hesitant to invest into video, even for the website. But why? Here are three reasons video is critical for your website’s health:
1. Your consumers are consuming video
As if this wasn’t obvious, people browsing the internet have a really short attention span. Videos simply allow users (or website visitors) to consume more content, quicker. Users are far more likely to engage with videos, rather than a wall of text. Creating interactive, visual, and compelling content is essential.
In fact, the video network super-giant, YouTube, is the second largest search engine in the world and reports:
- More than 1 Billion unique users visit YouTube every month
- Over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth, and 50% more than last year
- According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
2. Video creates a more positive website experience
If you’re an avid reader of our blog, you know how gung-ho we are about content marketing, and developing a story for your brand that people can emotionally and visually connect with. Websites are no longer static, offering up brochure-like content. Successful businesses are using their website to create an entire experience around their brand to not only connect with their visitors, but to build a relationship with them. Why? These connections increase the number of loyal customers in the long run.
There are several ways you can leverage your brand to connect with the right target audience:
- Demonstrate product (B2C) – Zappos
- Share your expertise (B2B) – Mailchimp
- Tell a story (nonprofit) – charity:water
3. Video helps drive your marketing goals
Search Engine Optimization (SEO)
As previously mentioned, YouTube is the second largest search engine in the world, and Google, the leading search engine, owns them. Every keyword you’re targeting for your website can be an opportunity for video. Google now displays video in their search results, increasing your chance of being found for certain keywords.
There are many factors that affect your website’s search ranking – and one of them is how long a user stays on your website. Video helps keep your audience engaged and on your site longer – signaling to Google that your website is relevant and contains quality content.
Digital Marketing Distribution
Of course, your videos don’t have to just live on your website. You can easily repurpose the video(s) for social media content, social media ads, and emails to drive traffic and engagement.
If you’re selling products online, video isn’t just a commodity – it’s an essential. Customers are now 85% more likely to purchase a product if there’s a video readily available. These can be product demos, explainer videos, testimonials, or other creative, relevant content that tells your brand’s story.
Not every video you produce has to be movie-grade production, or even TV commercial quality! Nowadays, you can get away with a creative idea, brilliant execution, a smartphone, and great post-production. Think about the different ways your business can use video to help tell your brand’s story.