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Video content on your website – the best way to use it for maximum effect

Video content on your website – the best way to use it for maximum effect

Video content is becoming more important than ever and no matter how small or large your business it’s something you should consider adding to your website. Thanks to modern technology you don’t have to be Steven Spielberg to create an engaging marketing video and below we explain how to get started. 

Why should I add video content to my website?

When a new customer arrives on your website you have to make an instant impression or risk losing them to a competitor. Video content is much easier to engage with compared to text and can not only keep people on your site for longer, but also increase conversions and improve your search rankings.

It’s no coincidence that YouTube is the second largest search engine in the world (and is also owned by Google) with over 500 million hours of video watched every day. Video content can literally add a voice and a multi-dimensional personality to your brand when used in the right way.

What kind of videos should I use on my website?

Some of the most popular types of video content include:

  • Explainer videos: Positioned on a home page an explainer video can set the tone for the rest of the site, giving them a brief overview of your business and the products/services you offer.
  • Product/service video: Customers can learn more detail about the specific products or services you provide. You can discuss the features and benefits, and even make a product demo video showing how it works in real life.
  • Landing page video: As with any landing page you want to generate conversions and a landing page video can do a lot of the heavy-lifting, offering more than plain text and images.

What is the best way to use video content on my website?

Once you have some creative ideas about the type of content you want to create you should put together a strategy to ensure you can maximise its potential.

  • Focus on the basics: Having graphics and extras can really help sell the content, but before that you need to ensure the video is cleanly shot, has good lighting, it’s edited well and the sound is crystal clear. 
  • Keep it short: A 60-90 second explainer is just about right, while a demo should last between 2 and 5 minutes. Keep it concise as attention spans are short, especially if it is a new customer.
  • Think about placement: Videos don’t always have to go at the top of the page. Position it where it makes most sense in relation to the rest of the page content and avoid making it feel too intrusive as it can put people off wanting to watch.
  • Add an engaging thumbnail: The still thumbnail image seen in the video frame before you hit play should be eye-catching enough to entice people to watch. Ensure it’s of a high resolution and simple to understand.
  • Check page load times: Optimise your videos to ensure they do not slow page load times. People expect a page to load quickly and will quickly get frustrated and leave if it doesn’t. 
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