How many hours of video do you think you watch every single week? Well, viewers aged 18 and over spend 41.9 minutes on YouTube daily, which equates to almost 5 hours per week or a staggering 255 hours per year watching just video content!
It may be hard to imagine it, but knowing the numbers above it is easy to calculate that people watch more than a billion hours of video on YouTube...every day!
I am sure that the numbers above will convince you that video content could play an important role for your online business, and in this blog post, we are going to dive into the benefits of using video within your website.
Why Is Video Important Within Websites?
Utilizing video on your website can have positive impacts on not only your SEO but conversion rates and user interaction. Video is a key component in appealing to mobile users, as it is the number one way that mobile users consume content.
There is not one single reason as to why video is important within your website, which is why we created a blog post dedicated to the importance of video and how you can get started. You can view the blog post here.
So, let’s get into the benefits of video for your website!
#1 Increases Page Quality
Search engines love to see videos on a website, because videos help to increase the time spent on site and this is an important indicator when it comes to measuring page quality.
By including videos in the pages of your website, you are going to add an extra layer of content in addition to text and imagery, which will allow your site to only take advantage of extra search rankings, but also improve the page quality which is a factor you are going to want to consider, should you be aiming to reach the first page of Google.
#2 Can Extend Your Reach
As we mentioned earlier, videos are extremely popular and with sites like Youtube boasting over 2 billion monthly active users, publishing your videos to the platform and embedding them within your website, is going to massively increase your reach. Not only will you get the added SEO benefits, which can help increase reach and traffic, but you will be able to tap into a new audience and revenue generating stream.
Also, considering that 68% of YouTube users watched YouTube to help make a purchase decision, having your youtube videos embedding within your site will help aid your customers during the buying process.
#3 Increases The Time Spent On Site
Going back to the point we briefly touched on in the first benefit of using video within your website (Increased page quality), video helps with increasing the time users spend on a site.
A study conducted by Wistia, to find out the impact video makes on their site time, found that people spent on average 2.6x more time on pages with video than without. If you think about it logically, it makes complete sense. Video is able to capture attention much better than text or imagery, due to its highly visual and motionable nature.
Now, the average video length is around 11-12 minutes, meaning that if you are finding that your website users and not spending as much time on site as you would like, then adding a video may be a great way to improve this, and by encouraging users to stay longer on your website, you are going to have increased chances to convert them to a paying customer.
#4 Better Showcases Your Products Or Services
How many times have you visited a website, and not really understood exactly what they were selling or the values of that company? Most likely at least once. There is only so much information you can share through text and imagery. Sometimes, an extra layer of explanation and visualization is needed to encourage a potential customer to take that leap and purchase what you are offering.
Video is a great way of doing this. You could add videos to your product pages showing exactly how your product or service works. This would reduce the amount of questions potential customers have and also allow them to more deeply understand your product or service, helping them make a more informed decision.
#5 Gives Your Company A Personality
In today’s world, almost all businesses have a large amount of competitors. This means that you simply cannot just be competing on price. There are other factors that customers consider and one of them is the type of company they are purchasing from.
Videos help add personality, increase sales and play a big role in the purchase decision making process. They help connect the buyer and the seller in a virtual reality, helping the buyer understand exactly what the product or service is about, without them needing to physically see or obtain it before purchasing. Let’s take a look at two hypothetical scenarios:
Business A: They sell high end shoes, and on their website, they showcase the shoes through a couple images on their product pages and a decent product description.
Business B: They also sell high end shoes, and on their website, they also include product images and descriptions on their product pages. However, they have a nice video on their homepage showing the shoes they offer and they also have an in depth ‘behind the scenes’ video on their about us page, that documents the process of creating and assembling one of their shoes and the care that is taken during the process.
Which business would you be more inclined to purchase from? By implementing video, Business B are showing more depth to their products and educating their customers on what they are about to buy. Online clients are missing the personal attention and advice they can get in a physical store, and videos can play that role which increases chances for a purchase.
A business with a personality will always win in the long run, because not only do they have higher chances of converting customers, but they will receive more repeat customers, and have higher lifetime values for said customers in comparison to their competitors.
#6 Improves The Buying Process
A survey conducted by Animoto found that 96% of consumers find videos helpful when making purchase decisions online and nearly three quarters are more likely to purchase a product or service if they can watch a video explaining it beforehand.
The more reasons you can give a potential customer to make a purchase, the better. It takes on average 8 touch points from a business to a customer, before a conversion happens. Having a video on your site is 1 extra touchpoint in that process, and in fact, if the video is good enough, then it can lead straight to direct conversions.
#7 It Just Makes Sense!
Finally, it just makes sense! Video is the future of content and it has been for a while now. It continues to triumph against traditional media and more and more businesses are using it within their websites, social media and advertising. Humans are visual and by simply looking at the psychology behind what we as a species respond to best, you can see that video is a must.
So, are you going to take advantage of video within your website? Make sure to check out our other blog post on the importance of video and to also get some ideas on what videos you can make and how you can make them.
If you are interested in finding out how VEVS and our team of experts can help your business when it comes to marketing, please visit our digital marketing page for more information.
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