Why use video on your website?

The incredible effectiveness of web video.

The online world is a constantly changing landscape.

As a business owner, this makes it very difficult to keep up with current trends and to keep your website on that all-important page one of the search engines. Much of what we all learnt a few years ago is now outdated, and there are a host of companies trying to sell you their services to keep up to date with online marketing. But how do you decide what to focus on?

Good news.

The good news is that with all these challenges come opportunities.

It is no secret that YouTube has been one of the biggest movers and shakers on the internet in recent years. Consider the following startling statistics from YouTube:

YouTube Viewership:

  • More than 1 billion unique users visit YouTube each month

  • Over 4 billion hours of video are watched each month on YouTube

  • 72 hours of video are uploaded to YouTube every minute

  • 70% of YouTube traffic comes from outside the US

  • YouTube is localised in 53 countries and across 61 languages

  • In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth

According to Reuters, YouTube hit 4 billion online views per day in 2011, a 25% increase over the previous 8 months.

This gives businesses of all sizes a great chance to get in front of a huge audience, whether global or local, and to put their message in front of their potential and existing clients in an engaging way.

What is more, viewers of online video are much more likely to convert into customers for your products and services.

According to MarketingExperiments.com, Video Marketing campaigns can increase clickthrough rate (CTR) by up to 70%. That means that a web video can significantly improve the chances of a visitor to your website actually buying your product or service.

This is set to grow further over the coming few years. The mean and median click-through-rates (CTR) for video campaigns are on the increase, according to an infographic released by Viral Ad Network based on analysis from all its campaigns in 2011 and 2012.

Video gets a CTR and conversion rate higher than any other creative format. “This is primarily driven by the fact that video creatives include Sight, Sound & Motion, whereas most banner ads for instance only have sight, and maybe motion, a text link only has sight” and so on. It isn’t unusual for video CTRto be “10-50x greater than a typical banner and conversion rates up to 10x greater.” John Ferber of Video Affiliate Network.

“Consumers who view videos on websites are 64% more likely to buy something from the site, and they also tend to spend more time (up to two minutes) on webpages per visit. Additionally, 96% of shoppers who make online purchases have watched online video before. For advertisers, online video is also able to influence shoppers’ buying decisions. According to comScore, 63% of total U.S. internet users are reached by video advertising. These consumers account for 83% of online sales, making them highly valuable targets,” according toRICG

“Video advertising increases engagement, doubling Dwell Time (the amount of time users engage with an ad) and increases Dwell Rate (the number of ad impressions leading to users engaging with an ad), by 20%.” [Eyeblaster data quoted by WebProNews].

MarketingProfs estimate that 76% of senior marketing executives say campaigns that integrate video and email generate higher click-through rates.

So what sort of videos achieve the best click through rates? Well, Throughout 2012 links with the best CTR had the most direct calls to action: 40 per cent of videos in the top 20 included the word “click” in the text. In general the links of videos with the lowest CTR were found to be more heavily branded with direct references to company names or websites, 65 per cent of the 20 campaigns with the lowest CTR featured links which included the brand name. [The Drum for full article].

It’s been shown that videos can increase the number of business profile clicks by more than 30%, business calls by 18%, website visits by 55%, incidence of purchase by 24%, according to a report by PRWeb.

Google loves video.

In 2006, Google paid $1.65 billion to acquire YouTube.  So Google loves video.

Google, Yahoo, MSN, AOL are among the hundreds of Search Engines that give priority listings to websites that host video content. In addition to this, you can build in ‘tags’ on the video and this enhances it’s potential on the internet.

While efforts to get web sites onto the top page of Google’s search results have spawned an entire industry, people are only starting to seriously consider the value of video optimization for search. Videos are 53 times more likely than text pages to show up on the first page of search results, according to[gigaom

68% of people who watch video online pass links on to their friends and colleagues turning them into viral traffic machines.

“If you’re not promoting your business using video, you’ll need to start now, or you’ll be left behind by the competition.” Advertising Age.

You need to know about it.
You need to embrace it.
If you do, you’re ahead of the curve.

The addition of a video makes your website six times more likely to convert a “browser” into a paying customer. [Forrester Research].
Web Video Marketing allows you to utilise face to face communication to quickly engage your viewers and get your message across faster and more efficiently than just text and pictures alone.

It is incredibly effective, cost effective, efficient, visible and brand enhancing.

So why not use video on your website? Well produced videos are one of the best ways to get your message out to your customers.

If this doesn’t convince you, drop us a line, and we’ll try to fill in the gaps.

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