Video accounts for 82.5% of all web traffic in 2023
Cisco VNI Consumer Insights
4 reasons you need to be using video
Video content is essential for businesses aiming to thrive. Here’s why incorporating video into your marketing strategy is crucial, backed by compelling data and statistics:
Increased Engagement
Video content captivates audiences far more effectively than text or static images. It offers a dynamic and immersive experience, resulting in higher retention rates and deeper audience engagement. Studies show that viewers retain 95% of a message when delivered through video, compared to just 10% when reading it in text. People are naturally drawn to videos, making them more likely to watch a short clip than read a lengthy article.
Tips to Increase Engagement:
- Keep videos short and to the point. Attention spans are short, so aim for videos under two minutes.
- Use storytelling techniques. Create a narrative that keeps viewers hooked from start to finish.
- Include a clear call-to-action. Guide your viewers on what to do next.
Enhanced SEO Performance
Including videos on your website significantly boosts your search engine rankings. Google prioritises websites that offer a variety of content types, and videos are a key component. This prioritisation leads to increased organic traffic, as your website becomes more visible to potential customers searching for relevant information. Websites with video content are 53 times more likely to rank on the first page of Google search results.
SEO Tips:
- Optimise video titles and descriptions. Use relevant keywords to help search engines understand your content.
- Embed videos on high-traffic pages. Increase the visibility of your videos by placing them on popular pages of your site.
- Create video sitemaps. Help search engines index your videos properly.
Higher Conversion Rates
Videos have a powerful impact on conversion rates. Incorporating a video on a landing page can increase conversions by up to 80%. Additionally, 64% of consumers are more likely to buy a product online after watching a video about it. The visual and auditory elements of video help convey your message more persuasively, encouraging viewers to take desired actions.
Conversion Tips:
- Highlight product benefits clearly. Show how your product solves a problem or improves the viewer’s life.
- Include customer testimonials. Real user experiences can build trust and persuade potential buyers.
- Use eye-catching thumbnails. A compelling thumbnail can significantly increase video click-through rates.
Improved Communication
Videos are incredibly effective for internal communication within a business. They simplify the delivery of complex information, making it clear and memorable for employees. Whether for training purposes, important announcements, or regular team updates, videos ensure that everyone in the organisation is on the same page. According to a survey by Wyzowl, 75% of employees are more likely to watch a video than read emails, documents, or web articles.
Internal Communication Tips:
- Use a consistent style and tone. Maintain professionalism and clarity in your internal videos.
- Include captions. Ensure your videos are accessible to all employees, including those who may be hearing impaired or in noisy environments.
- Track engagement metrics. Monitor which videos are most watched to understand what content resonates best with your team.
Different Types of Video
Now that we know how valuable video content can be, let’s explore the different types of video and what makes them unique.
Drone Footage
Drones offer a whole new perspective to videography by capturing breathtaking aerial views that are impossible to capture with traditional cameras. High-quality, cinematic shots significantly boost the professional look of your video, helping it to stand out without incurring the high costs of helicopters and cranes. Able to fly over diverse terrains and hard-to-reach areas, drones provide unparalleled flexibility for various shooting environments. Advanced stabilisation technology ensures smooth, stable footage, even in challenging conditions, minimising the need for post-production edits.
Example: Our collaboration with Sunlite Group involved stunning drone footage. This aerial perspective highlights the scale and scope of their projects while adding a dynamic visual element that captivates viewers.
Find out about our Drone Video Production
‘Day in the Life’ Videos
Companies are required to constantly develop their employer brand to attract and retain high-quality candidates. The market is more competitive than ever, and your brand can be the decision-maker for candidates.
Example: Working with Whitehall, we created a ‘day in the life’ video to help potential candidates get a feel for the company. The viewer gets to see behind the scenes and picture what it might be like to work for Whitehall and alongside the people in the video.
Behind the Scenes Brand Awareness Campaign
Brand awareness videos help engage audiences by combining visuals, sound, and storytelling. This approach helps to convey the brand’s personality, values, and core message in a memorable way, making a stronger connection with viewers. By increasing familiarity with the brand, video can build trust and credibility, making consumers more likely to consider the company when making purchasing decisions. Additionally, a brand awareness video is highly shareable on social media platforms, which can amplify its reach and impact, attract new audiences, and expand market penetration.
Example: We teamed up with the leading event medical provider, Medicare EMS, to develop a variety of brand awareness videos to be published across social media.
Interview-style Videos
Interview-style videos help you establish a personal connection with your audience. When viewers see a real person speaking, it adds a layer of authenticity and trust. This natural element can be key in building relationships with potential customers and clients, as it feels more like a one-on-one conversation.
Interview-style videos are a simple and cost-effective solution, requiring just a camera, microphone, and basic lighting. They’re great for social media, websites, webinars, online courses, and internal communications. They can also establish authority and thought leadership, enabling you to position your company as knowledgeable and credible.
Example: We worked with Whitehall to produce a series of employee interviews to help potential candidates learn about what it’s like to work for Whitehall. The videos were used across their website and social media, receiving high engagement rates from multiple platforms.
Product Videos
Do you have an amazing product or service you’d like to showcase? Product videos do exactly that. This style is used to help highlight key benefits and unique selling points. These videos provide potential customers with a clear understanding of what your product does and how it can meet their needs, leading to increased interest and higher conversion rates.
Product videos help demonstrate the functionality and applications of a product more effectively than images or text alone. In fact, seeing a product in action can persuade potential customers to make a purchase. According to studies, 64% of consumers are more likely to buy a product online after watching a video about it.
Example: We worked with FYN to develop a series of product videos that showcase their exciting service offerings and their USPs. Working with key social media influencers, we helped position FYN as the go-to choice for sports recovery therapies.
How to use video content
Now that we understand the different types of video content, let’s explore how to get maximum value from it. One of the standout benefits of video is its versatility. A single well-crafted video can serve multiple purposes, maximising your investment. Here’s how:
- Website Integration: Embed videos on your website to enhance user experience and convey key messages quickly.
- Social Media: Share snippets or full videos on platforms like Instagram, Facebook, and LinkedIn to drive engagement.
- Internal Communications: Use videos for training, announcements, and team updates to ensure clarity and engagement.
- Paid Campaigns: Leverage video ads in your PPC campaigns to capture attention and drive conversions.
By effectively utilising video content, businesses can significantly boost engagement, enhance SEO performance, increase conversion rates, and improve communication both internally and externally. Video is not just a trend; it’s a powerful tool that can elevate your brand and connect you with your audience in meaningful ways.
About the author
Oliver Westrup is an accomplished data-driven marketer with a focus on SEO. Coming from a background in marketing, analytics and design, he helps businesses develop effective optimisation strategies to drive measurable results.