Do you remember the time when the only place where you could see moving images was either on TV or in a movie theater? Yes, that same time when reaching word wide audiences meant spending millions of dollars on marketing campaigns. Well, those days are long gone, and today video is one of the most important facets of online marketing strategies.
Producing video content doesn’t cost a fortune anymore, since even a Smartphone can capture a video in 4K resolution, and its benefits for businesses are far-reaching. Now, with the reduced production costs, brands can utilize videos to increase brand awareness or communicate with consumers around the globe. But there is much more videos can do for the success of the products and services your company is offering. Here’s why your business cannot afford to save money on video production.
Videos Improve Your SEO Rankings in Google’s SERPs
The world largest search engine loves videos because they increase the amount of time visitors spend on your website. Longer exposure creates trust, which signals to Google that your website offers quality content. As a matter of fact, a site that has an embed video is 53 times more likely to appear first in the search rankings than the site that doesn’t. Let that sink in, a single video improves your website’s performance in the search rankings by more than 50 times.
The fact that Google now owns YouTube only contributes to how much videos impact SERPS (search engine result pages). Moreover, YouTube is the second largest search engine on the world wide web, and having a channel on this platform grants you access to a huge market.
If you ever uploaded a video to any online video sharing platform, including YouTube, you know that keywords, metadata, and video description are among the fields you can fill in. Each of these fields presents an opportunity to boost search engine optimization and to appear higher in the search results. What’s more, once you post a video online, those who like it can share it on their social media accounts, thus increasing the visibility of your business. In all this, it is easy to forget that the quality of the video content you share online is paramount for its success because even if your videos have perfect SEO and appear first in Google’s SERPs, they won’t get much attention if the story they are telling is common and poorly told.
Company Video for Small business in Charlotte, NC. Produced by BENCO Video Productions.
Text and Photos Attract a Smaller Audience
Every idea has its medium. Some ideas can only be expressed through words, while others work only as photographs. However, if your ideas can be written or conceptualized the chances are that they can be filmed. Statistics show that videos engage audiences more than text as they get 1200% more shares on social media than text and images combined. Our brains process images 60.000 times faster than words and nearly 90% of all information processed by our brains is visual.
What’s more, video content gives an opportunity to make all information essential for your brand’s products and services easy to interpret in a relatively short period of time, so the viewer can memorize them without investing much effort. Readers of this text will retain approximately 10% of the messages it contains, while a viewer of a video retains as much as 95% of the messages conveyed by that video. Besides, people remember videos longer than text or photographs, which is the reason why they are more likely to remember brands who advertise their services through videos.
Videos are Mobile Friendly
Videos amount to more than half of mobile data usage so making sure that your video content is optimized for mobile use will open the doors to a whole new online market. Making sure that your videos are mobile friendly is really easy since you just have to pick the appropriate aspect ratio for the video, check how it looks when viewed on mute and keep the video short and simple.
This may not seem important, but mobile users can’t always watch a video with sound, which is why the messages you want to get across must be easily understandable even if the video was muted. Using creative fonts that are clearly visible even on small screens is one of the best ways to overcome this issue while keeping the messages concise and effective.
It can be expected that Smartphones are going to get more powerful in the next couple of years, and consequently, the importance of video content can only grow. If done correctly, optimizing the videos your company produces for mobile use can have a positive impact on conversion rates and the amount of attention your company and its services receive online.
Is a Homepage Without a Video Even a Homepage?
Your website is like your online ID, without it, no one will know who you are. On the other hand, more than 60% of customers buy products online after watching a video. First impressions matter, a lot, and probably the best way to leave a strong impression on the visitors of your website is to embed a video.
Besides increasing the click-through rates, homepage videos also make visitors spend more time on your website. As a result, your SEO rankings improve and the sales of the products grow. However, you have to tread carefully, because autoplaying videos can come across as too aggressive, and make the visitor leave.
Most importantly videos are fun and we all love watching them. They offer a plethora of opportunities for search engine optimization or high SERP rankings, but they also offer unlimited ways to express the values your company stands for in a creative way. A story told through moving images is much more likely to spark an interest in the services your company provides than any amount of text or photographs you can put on your homepage. Videos establish a connection with the visitor of your website, a connection that more often than not leads to sales. We live in the age of video, and most companies can’t really afford to rely solely on text and photos for their online presentations because videos simply produce better results.