Video content is becoming an increasingly integral part of web design. While digital marketing has mainly focused on written content in the past, video content is now a big focus of any brand looking to boost its site traffic and engagement rates. Today’s internet user consumes far more video content than ever before. Thanks to improvements in internet speed, videos now load extremely quickly and allow visitors to watch high-quality video content on-demand. Between 2013 and 2018, the rate of video consumption online increased by 32% every year. This trend is expected to continue over the coming years, leading to even higher video consumption rates.
Video-sharing platforms such as YouTube and TikTok are incredibly popular, providing video content for millions of people worldwide. YouTube has over 2 billion active monthly users, while TikTok recently hit an all-time high of 184 active monthly users and is constantly growing. These platforms show the popularity of video content and explain why 85% of US internet users regularly consume online videos.
How Video Content Can Help Your Website
With stats showing how popular video content online is, video content and video advertising provide a huge opportunity to communicate the message to the audience. Design studios such as yellowHEAD’s creative studio are now creating video ads and content including cinemagraphs and interactive ads. This content can be shared across a wide range of different platforms. Aside from the popularity of videos and video sharing platforms, there are lots of other great reasons to create video content for your site.
The main reasons include:
Improving search engine rankings
Search engine optimization is a huge factor in how much traffic your website receives. Many companies spend huge sums on improving their search engine rankings and spend hours selecting the right keywords and improving their text content. There is a simpler way, however. Major search engines are increasingly using video content to finetune search results. A search engine can’t index the video content itself, but pages that contain videos do often get priority rank over those that don’t.
Creating video content and sharing it on platforms such as YouTube and TikTok can also be used as a way of creating backlinks and directing more traffic to your website. You can use these platforms to advertise your site for free, generating more traffic as well as increasing the number of backlinks to specific pages. As an added bonus, search giant Google owns YouTube, so YouTube results often get prioritized in the rankings.
Showing potential consumers the benefits of your brand and introducing some personality to your content
One of the main advantages of video content, when compared to text, is that it allows you to share far more information in a much shorter space of time. You can use your video to show off your product or service and highlight the benefits of what you have to offer. This is often easier to explain in a video, and many consumers also find video content simpler and easier to focus on.
On top of improving the information you’re able to give consumers, video content is also a great opportunity to humanize your brand, building trust and showing the personality of the brand. Videos that show off your product or service are a great way to build an emotional connection with potential consumers and help them to have greater trust in what you have to offer.
Standing out from the competition
While video content is becoming much more popular, there are still loads of websites out there that don’t make full use of videos to attract the attention of their visitors. This provides you, their competition, with the perfect opportunity to get ahead. By utilizing videos on your site, you stand a much better chance of attracting more consumers and building trust and brand awareness while getting ahead of any other brands in the market.
Videos help to create a better experience for visitors that come to your site and have also been shown to improve retention rates, keeping people on your pages for longer. On top of this, they’re also more likely to remember the information you shared in a video, helping them to remember your brand and the benefits you can bring them.
Types of Video Content
So now you’re fully aware of the benefits that video content can bring, what kind of videos can you create to share on your website? The possibilities are endless but to help, you can see some of the most common types of video content below:
- Business introduction – Introduce your business to site visitors, showing off why you’re a trustworthy and valuable business and sharing your mission and value statements that make you different from the competition.
- Product or service information – Like the business introduction but for a specific product or service that you offer. Outline how it can benefit the consumer and try to appeal to their needs.
- Instructional – This type of video explains how a consumer can get the best value out of your product or service. Videos provide much clearer instructions than a manual and provide a lot of value to potential consumers and site visitors.
These are just some potential ideas, of course. There are lots of different types of videos you can produce to engage the attention of your site visitors and build a strong and positive brand image. Bear in mind video content when choosing a website builder, as some will have a better video hosting elements than others.