December 10, 2015
Since its launch in 2005, YouTube’s popularity has grown dramatically, making it the second largest search engine after Google. It has over a billion users watching millions of hours of videos every day. Businesses can leverage this incredible opportunity and use online videos to promote their brand.
Videos are a great way to introduce your company, brand and products or services to the people. Video on your website will immediately capture viewers’ attention and keep them engaged, making them stay for a longer period of time on your site. Longer dwell time on a site improves its search ranking. Also, Google SERPs prioritize video content. Perhaps that’s one of the reasons why last few years have seen an explosion in the use of online videos as a marketing tool by businesses.
There are several reasons why video content in your website is valuable for your business. Let’s have a look at some of the important ones.
Explain products and concepts in a simpler way
Explaining the specifications and usefulness of your product in text usually makes it lengthy and boring and may sometimes lead to wrongful interpretation. Video is a powerful form of communication that can convey information about your product or services in a simple and clear manner, enabling viewers to understand it easily. You can use explainer video grab viewers’ attention by showing how your business can help them and how it is better than your competitors’.
Communicate more in less time
You want to communicate a lot of information to your audience within a short time – what are your products or services, how they will be useful, what kind of people you are etc. All of this can be done through a short video clip instead of long pages of text. Due to shortage of time, people are more likely to watch a short video rather than read a page full of text.
Help your audience retain more information
You have only about 8 seconds to capture the attention of the person who visits your site. If they stay on, how much of it will they remember? If your site has only text, they will remember only 10 % of what they have read 72 hours later. But if they watch a video which has both audio and visual information, they will remember 58% more, i.e. they will remember 68% of what they have seen and heard in the video! (Dual-coding theory of Allan Paivio, University of Western Ontario).
Videos explaining complex information in a clear and simple way will captivate your audience and help them retain your message. Video sharing and word-of-mouth will spread your message and attract customers towards your products, making your business grow.
Spice up your pitch
Endless lines of text are dull and boring; even images, pie charts or PowerPoint are not all that effective in engaging your audience, but a video can spice up your pitch. A well produced and carefully scripted explainer video with stunning visuals will be more entertaining and engaging to your audience.
Capture audience attention
Traditional web content like series of images, flash animations or large colorful fonts are now passé. They will take ages to load and may end up confusing your potential customers, which will be disastrous for your business. Conveying your information/ideas in a clear and interesting manner will be more appealing to your prospects.
Videos are entertaining to watch and you can present your brand to people in a more exciting way through them.
Generate increased interest
Video on your website helps you to connect better with your audience. You can also use video to target your audience across various online platforms. This will lead to greater exposure of your business and brand, and more sales opportunities. Producing and posting regular videos on website and social media networks is bound to generate more interest in your product. According to Stastista, 78.4% of internet users in the US watched online video content. This figure was highest for South Korea at 95.9%.
Increase conversion rates
If a picture can be worth a thousand words, a video about your product or services could be worth a thousand conversions. Video now appears in about 70% of the top hundred search results listings. People prefer watching over reading and studies have shown that about 80% to 85% viewers are more likely to buy a product after watching a video about it. 58% of consumers feel companies that display a product video are more trust-worthy.
Explainer videos have grown in popularity in recent years as they are found to be very effective in increasing conversion rates. Explainer videos also help businesses to know which product or service the viewers are more interested in by looking at the number of views for each video. This will give them an idea about which products will sell more and how many visitors could become their actual customers.
Improve your Google Search rankings
Websites with video are 50 times more likely to appear on Google Search’s first page. Sites with pages of plain text rank low in Google Search rankings whereas Google loves videos. Videos now show up in Google general Search as well as in Video Search along with thumbnails and they are a great way to direct traffic to your website.
Google also monitors a webpage’s stickiness or how long users stay on your website. The longer a visitor stays on your site, the better will be its search engine ranking. A couple of minutes of great video content will surely keep a visitor longer on your site!
This will also enable your site visitors to quickly understand your product and its usefulness and many of them may decide to purchase it then and there because an average person takes less than a minute to make a buying decision.
Increase Website Traffic
Videos play a major role in increasing your website traffic. Video shared through social media sites such as YouTube and Facebook are very popular. You can provide links to your website and increase your website traffic. If your video goes viral, you will get a large number of shares and views within a short period of time.
There are several examples of brands that have gained awesome popularity through their videos going viral. We give below a few:
- The Old Spice video has had over 52 million views and its sales have increased by over 107% because of it.
- The Dollar Shave Club video has had over 21 million views. The company spent just $4,500 on the video and received 12,000 orders in the first 48 hours alone.
- The Dove Real Beauty Sketches video has had over 66 million views till date! It caused a sensation and more than 15 million people had downloaded it in the first week of its release.
- The LG Ultra Reality Meteor Prank Job Interview video has had over 18 million views.
- The GoPro: Fireman Saves Kitten video has had more than 28 million views.
Are easily shareable
Videos are easily shareable on social media and have the potential to go viral. Video doesn’t have to be restricted to your website alone. You can upload your videos for free on social sites like YouTube and Vimeo using keywords that will get you high visibility in Search. These videos are compatible across all devices and easily shareable.
Videos make your content come alive and entice people to share them with others on Twitter, Facebook and Google+. Higher social sharing leads to increased brand awareness and more traffic to your website.
Personalize Your Brand
No one likes to do business with a faceless, lifeless entity. People like it if they can put a face to your name and this is especially true if you have an online business with no direct contact with the customer. Video helps you to effectively convey the personality of your brand to your potential customers, create a virtual connection with them and gain their trust.
Give a great ROI
According to eMarketer about 52% of marketers say that video content generates the best Return on Investment. MarketingProfs found that there was a 65% increase in conversion rates for websites of video marketers. Thus videos are a great means to keep your business ahead of the game.
Numerous companies across the globe are using videos to communicate directly with their customers, using imaginative ways to attract them and getting positive results in return.
Nexibeo’s nVideo product specializes in creating powerful visual stories to help companies present their products or services in a better way and connect effectively with their audiences. Feel free to get in touch with us to find out how video can benefit your business and steer it on the path of long-term growth and success.