Let me start by stating that videos hold our attention: even when sometimes we don’t want them to! The most popular social media apps like TikTok, YouTube, and Instagram are testament to this. They have incredible reach and we can even see all around how we’re enchanted by them from a very young age. For this reason alone it’s such a valuable asset for any website to include at least one video.
This could be an explainer video, a highlight reel, a corporate video singapore, an informative talking heads-type video, or whatever format you like; it all benefits the customer’s experience, audience retention, search ranking, and many more reasons that we’ll look into within this article.
Videos Boost Your Business
An explainer video, which would be applicable for the majority of businesses, is a fantastic opportunity to provide information on the exact nature of your business. A lot of websites can take some digging to find out relevant information for the customer and a quick explainer video could provide an easy solution.
Your website provides the customer with as much information as you want to share, so you can tailor it as you want but it doesn’t just have to be a website in terms of text and images. Featuring videos is a great way to publicize exactly what you want to share in an engaging and informative way. Having at least one video can really help the website, and not just for the customer’s benefit.
The search engines also value the use of videos within a website. They will crawl your website and place extra value on the use of videos, as not only are they good indicators of dwell time on a site but they also show more effort has been put into making the site as multimedia-rich as possible. So if the search engines are placing more value on your site, it also means that you’ll be shown higher up the search results page which translates to more website traffic.
The great benefit for your business is that it can show exactly what you want it to, whether that’s information, to tell an emotive story or just to highlight your past work. Whatever the content, it will benefit the audience/ customer in many different ways; at its most basic an explainer video will give your audience a sense of the company and hopefully something that makes it more appealing to buy into.
What Type of Videos Work for Me?
A one-minute video can deliver so much more in regards to brand identity than text or images can. But the question is what kind of video to use on your homepage, for instance? This will of course depend on the exact nature of your business but a lot can benefit from the simple explainer video as I mentioned at the beginning. For example, if your company manufactures or produces products of some sort, a film that follows and explains the production method can really transmit the brand’s message as well as see how it works.
Whatever video you choose, featuring employees really helps in making the abstract idea of a company or brand into something more human and therefore accessible. It’s the same reasoning behind having your headshots up on the ‘about us’ page; it puts friendly faces to the company name which in turn encourages people to trust and engage with the brand.
Having said that, not everyone can hold the camera’s attention which can detract from the overall message. If you’d rather not have a representative speak or present in front of the camera, an explainer video could just be that you feature people working at their job while someone does a voice-over. Animation might be the answer and although it doesn’t feature personnel, producing an animation is often much more affordable than hiring a video production crew.
There’s plenty of formats to explore that will fit into your company story and how best to tell it. It’s always best to reach out to a video production company to ask about what services they can offer that’ll suit your particular needs.
Having a video is also so versatile because not only will it reside on your website but it can be used across all other social media outlets to further your brand’s message. It’s repurposable and is a permanent example of your brand/ work until you no longer want it to serve as such.
Track the Impact
After creating the video, you’ll then probably want to see exactly how effective it is in terms of people actually clicking and watching it which is easy enough to do. Whether you’re using WordPress or an HTML site, you can use various google analytics services (tag manager, universal analytics code, and more) to track various stats such as watch time, the number of clicks, and others depending on your tracking preferences.
Another wonderful thing about featuring video content on your site is that it doesn’t need to be hosted by you. Embedding the video from other sites such as Vimeo or Youtube means that your website isn’t slowed down by hosting the video clip. This also means that you have another platform where the video is visible! So it’s a win-win. Video content is king and it’s certainly not slowing down any time soon so it’s worth investigating whether some kind of promotional video is applicable for your business.