How to use video on your website, and do it right

Research from online video platform Vidyard has found that a massive 92% of business owners believe that video is more important to their digital marketing efforts than ever before. Web users seem to agree too, as embedding videos in landing pages has been shown to boost conversion rates by as much as 80%.

Why is video so effective?

There are several reasons for brands to embrace video. Here are just a handful:

  • Web users are immediately drawn to motion, so your content is more likely to get noticed and make an impression
  • Video can make an emotional connection and provoke an emotional response in your website visitors in a way unlike other types of content
  • You can use videos to more effectively tell a story, to give viewers an insight into your product, your company and how you can improve their lives
  • The best videos are ‘shareable’ – users often use them as social currency on social media platforms, which of course expands your reach.

Where to use video on your site

Where and what type of video to use on your website is all down to what you think will best engage your visitors. Landing pages are a great place to embed short videos designed to instil an instant emotional reaction in viewers and persuade them into taking action, while longer content is best used on your ‘about us’ page for storytelling.

What type of video to use

There are several ways to use video on a website. For example:

  • Background video – this is a growing trend for 2017, with the perks of improving the user experience and adding dynamism to formerly flat on-page content, but you’ll need to be careful about page loading speeds.
  • Headers – using a video as a header at the very top of your website (or as part of an email campaign) is one of the best ways to get noticed and make a statement. However, as this is the first and possibly only thing that users will stick around to see, your video needs to have as strong a message as possible. Being in such a prominent position, the video needs to do and say everything you intend it to.
  • Small images – these are ‘throwaway’ videos which expand when clicked, best used for product guides and other less marketing-focused aims.

Embracing 4K

If you want to have video on your website, you really need to embrace it. Today’s web users expect only the highest quality video content, so many brands are starting to use 4K – one of the highest standards available. 4K is high resolution and shines on all devices, and it really can set you apart from your rivals. However, it will take quite a bit of effort and investment in terms of sourcing original 4K content, as well as technical knowledge to use 4K properly without slowing your site right down.

For expert advice on the most effective ways to use video on your website and in digital marketing campaigns, contact the team at Ambos Digital.

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