Why you should use video on your website

There’s a famous quote in marketing: content is king. While written content is indeed effective, visual content is even more powerful. In fact, visual content plays a critical part in search engine optimisation (SEO); it creates brand awareness and increases visitors’ interaction on your website.

Current trends suggest that video consumption online has never been higher. With our narrower attention spans, people are more interested in watching visual content rather than spending their time reading reams of text.

Around 46% of people who watch a video advertisement on a website take action after viewing. That’s certainly impressive, and it depicts the value video brings to your business. For this reason alone, video should be a salient part of your website’s marketing strategy.

To further emphasis our point, consider the following statistics that showcase why the inclusion of video on your website is directly proportional to success.

• 51.9% of marketing professionals worldwide cite video as the type of content that brings the best ROI

• 57% of consumers say they’re more confident about a product when they watch a video in advance of making a purchase

• People who view videos online stay two minutes longer, on average, on that website

• 90% of online consumers report that a video about a business's product or service influences their purchasing decision

• Property listings that include a video get 403% more enquiries than those without

• 65% of executives who watch work-related videos visit the business’s website afterwards

• 64% of those who visit a business’s website are likely to buy their product if it has an accompanying video

Videos create trust

Video creates instant trust in your product or services. It gives positive signals to viewers, and even when a video is not watched, it subconsciously establishes connection and trust between your brand and viewers. Therefore, having a video on your website is a great way to create emotions within your customer base.

A better website experience

Videos are a great way to provide a better website experience for your visitors—brochure-type websites are no longer effective. Having an engaging video on your website can enrich your visitors’ experience and build healthy connections.

Successful businesses use videos on their websites to create compelling experiences around their brand. They know that creating a healthy relationship and connections with their visitors are essential to increasing the number of loyal customers in the future.

Better ranking

In today’s digital world, where more and more people use websites to shop, work and communicate online, a better ranking on Google is critical.

One of many factors that Google’s algorithm considers when ranking a website is how long visitors stay on your pages. This factor is known as ‘dwell time’. Google assumes that, if people spend a long time on a website, it must have quality content. A compelling video, therefore, can be a great way to hold the interest of visitors. Besides this, it can increase your engagement rate, click-through rate and conversion rate. All these factors help Google determine the quality of your website and it will rank it higher in listings as a result.