Is It a Good Idea to Use Video on Your Website?
Videos are a great way to engage visitors and if done well, keep them on your site longer. With the combination of visuals, audio and motion they create a compelling and immersive experience for the audience that can be more effective than text or images alone. Videos can also improve search engine optimization (SEO) efforts, increase the time spent on a website, and boost conversion rates. But are there any downsides?
Upsides of Using Video on a Website
By the numbers:
65% are visual learners
72% prefer video over text
85% of Facebook videos are played without sound
Americans spend 24 hours a week online
The average human attention span is 8 seconds
Images are processed 60,000 times faster than text alone
74% of marketing video watchers eventually buy the product
Videos in introductory emails increase click-through rate by 96%
You are 53% more likely to move up in Google with a website video
Other benefits:
Increased Engagement: Videos grab the attention of visitors more effectively than text or images, leading to higher engagement levels on the website.
Enhanced User Experience: Videos provide dynamic content that can effectively communicate messages, showcase products, or tell a story, thereby enhancing the overall user experience.
More Exposure: Entertaining videos encourage social sharing
Improved SEO: Websites with video content are more likely to rank higher on search engine result pages, leading to increased visibility and organic traffic.
Boosted Conversions: Studies show that including videos on a website can lead to higher conversion rates as they help in building trust, explaining products/services, and guiding users through the sales funnel.
Mobile Compatibility: Videos are easily consumable on mobile devices, making them a convenient choice for users accessing the website on smartphones and tablets.
Brand Personality: Videos allow brands to showcase their personality, values, and culture effectively, helping in building strong connections with the audience.
Information Retention: Visual content in videos helps in better retention of information compared to text, ensuring that visitors remember key messages conveyed on the website.
Competitive Advantage: Utilizing videos on a website can set a brand apart from competitors, showcasing a commitment to innovation and providing a modern digital experience.
Potential Downsides of Using Video on a Website
While incorporating videos on a website can be beneficial in many ways, there are some downsides to consider:
Slow Loading Times: Videos can significantly slow down the loading speed of a website, especially if large video files are used. This can lead to a poor user experience, as visitors may become impatient and navigate away from the site.
SEO Challenges: Search engines may have difficulty indexing the content within videos, as they primarily crawl text-based content. Without proper optimization, videos may not contribute effectively to the website's SEO efforts.
Accessibility Issues: Not all users may be able to access video content, especially those with disabilities who rely on screen readers or have limited bandwidth. Failing to provide alternative text or transcripts can exclude these users from the information presented in the video.
Compatibility Concerns: Different devices and browsers may have varying levels of support for video formats. Ensuring cross-compatibility can be a challenging task, and some users may encounter playback issues based on their device or browser configuration.
Bandwidth Consumption: Videos consume more bandwidth than text or images, which can be a concern for users with limited data plans. High-quality videos can quickly eat up a user's data allowance, leading to increased costs or dissatisfaction.
Distraction from Key Messaging: In some cases, videos may detract from the primary messaging on the website. Visitors may get lost in the video content and overlook essential information presented in text form.
Maintenance and Update Requirements: Keeping videos up to date with relevant and accurate information requires ongoing effort. Outdated videos can convey the wrong message or misinform visitors, impacting the credibility of the website.
Best Ways to Use Video Effectively
Ensure your video is optimized and will not bog down site loading times.
Use a video on the first page of the website to draw clients in. It will set you apart from others.
Set up a broadcast schedule on YouTube, not Facebook for the best ROI.
Give potential clients a reason to check back by posting new content regularly.
Videos should entertain and educate, and not just be ads.
Videos encourage more trust by igniting interest and emotions but only if you avoid straight sales jargon.
Video can invoke interactivity by encouraging responses and comments.
Consider using paid ads on other channels to direct traffic.
Consider animation to liven up videos.
Videos don’t need to be production-perfect, just entertaining and/or educational.
90% of all online videos are viewed on a phone so make sure your video is optimized for all devices and screen sizes.
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