Video isn’t only useful for advertising or social media. It can also be crafted into evergreen content that makes your website more interactive and interesting. These days, incorporating video into your web pages can keep consumers on your website for longer and entice them to make purchases or conversions.
Why is this? Because video is eye-catching, stimulating and more engaging than a wall of text. Instead of forcing customers to read paragraphs about your services, you can explain them with a minute-long video clip that engages more of their senses. Rather than expect customers to imagine your products in action, you can show them with ease.
In the same way that video is a crucial component of most brands’ advertising and social media strategies, it should also play a role in your web development strategy. If your brand fails to use video strategically, you might be missing out on some great results.
How to use video on your website
It’s not enough to plaster your home and service pages with random videos to get good results. The videos you add to your website should be created and imbedded intentionally to achieve your marketing goals.
Here are a few popular ways to strategically incorporate video into your web pages.
1. Brand introduction videos:
Your home page has the potential to make a great first impression on new customers. This is the perfect place to showcase what your brand stands for and what you have to offer. Rather than explain your mission, values and purpose in paragraphs of text, show the customer through a simple
brand introduction video
right on that first page. A passionate brand introduction video can make viewers want to learn more.
2. Product and demo videos:
Product explanation and demonstration videos are great instructional tools for websites. Customers shopping on ecommerce sites might want to learn more about a product or see it in action. A brief product video accompanying photos and a written description ensures they get a deeper look at its features and benefits to make a more informed decision.
3. Blogs with video:
If your brand produces a blog to share tutorials or industry knowledge, videos make an excellent addition, whether on their own or incorporated into text posts. Videos are great for distilling lots of information down in a short amount of time, making them the format of choice for many time-restricted visitors.
4. FAQ videos:
Many brands have a page dedicated to frequently asked questions, but these chunks of text are hardly engaging. Make your FAQs more interesting by putting together a short FAQ video. Animated or whiteboard-style videos are great for this purpose, but so are live action videos that showcase important members of your staff. The latter can also give a glimpse into your company culture and help build trust.
There are many more ways to use video on your website, such as case studies and
customer testimonials, landing page videos and support videos. On all website videos, make sure to use clear and interesting thumbnails that let the viewer know what to expect and to strike a balance between length and content, so viewers stay engaged.
It’s best if the video content you display on your website is consistent in its design and quality. A professional video partner like Spin Creative can help you create a suite of videos that demonstrates your brand from page to page.
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
