Why your website needs video content

By March 21, 2017Opinion
website video company

You wouldn’t hire someone who blatantly ignored your clients or customers; nor would you employ someone who seemed uninterested, or as though they didn’t care – so, in today’s digital age where your website acts as the face of your company, it has become almost inexcusable to have a site that’s not performing its primary task: to engage.

But how can you make your website act like a model employee – helpful, informative and engaging? Besides the obvious (good design, interesting copy), investing in video production for your website serves your clients/customers quick and easy information on a platter.

Yet, rather than seeing it as a necessity, many businesses slot video content into the “nice-to-have” basket, alongside having an overly-enthusiastic genie with the ability to grant three magic wishes.

In fact, Wyzowl’s annual The State of Video Marketing 2017 report revealed that brands who have invested in video marketing experienced an increase in brand awareness, a rise in traffic to their website, and overall improvement in sales and ROI performance.

Here are a few examples of how you can create engaging video content for your brand’s website:

Videos that bring home the bacon

Attention-spans are shrinking and time is of the essence – and there’s a growing demand for brands to take their messages out of the bottle and share them frankly and to the point, and video is the best medium to do so.

In fact, the truth is that 63% of businesses use video as a marketing tool, according to the Wyzowl study, from online ads to social media channels to email campaigns – but many corporate organisations are so focused on their outbound activity that they forget to pay attention to their home turf.

Displaying video content at the top of your business’s homepage tells viewers who you are and why you’re the best in the business straight away, without making them have to search through your site in order to be convinced. And while having video created specifically for your homepage is a good idea, in some cases repurposing existing video advertisements or explainer videos also does the trick.

An example of a corporate video that gets a message across quickly and clearly is this video we created for the datacentre and collocation centre provider Telecity (now Equinix).

Using a documentary style, this three minute video captures the company’s genuine quest for innovation and showcases the rigorous testing of its uninterruptable power supply.

While this marketing video showcases the brand’s main message in a professional and business-like manner, this same method can be applied to a range of audiences. For instance, the heating controller company Easytherm did a short video with an animation that showcases their brand’s USPs, such as its easy-to-use mobile app, in an original and interesting way.

Both of these videos summarise the key messages the brand is trying to get across – making them suitable for holding the top spot on a website’s homepage. Choosing a similar style of video that summarises your brand’s core messages quickly and directly would do you justice.

Explaining the unexplainable

Videos that highlight the main messages of your business have a clear purpose, but videos that cover more specific topics on a deeper level also play an important role in the customer journey.

Explainer videos summarise a key topic in a quick and comprehensive manner – positioning your brand as thought leaders in your industry – and they also have a positive impact on sales and brand awareness. According to the same study, 91% of consumers have watched an explainer video to gain a better understanding of a product or service; 97% of businesses said they helped increase user understanding of its product or service; while 81% of businesses said that it has helped them increase sales.

While these videos are suitable for a range of different platforms, displaying an explainer video on your website may also be a good idea. Of the businesses that have invested in these videos, 56% have posted them up on their website’s homepage – and 62% of these businesses said that this had proved successful.

A great example of an explainer video comes from London Business School – who we helped create an animated video explaining what Generation Y (Millennials) expect from the employment market.

Both educational and insightful, this chalkboard-styled animation tells the employment demands and priorities of Generation Y through a range of character’s viewpoints.

Another relevant example is this video we produced for the online investment management firm Nutmeg that explains how the state pension works.

Our aim was to produce a series of videos that highlight the key features of Nutmeg’s different financial products in a simple way.

Both of these videos are far more specific in nature to the previous examples and would work well on a relevant landing page, providing readers with additional information.

Product videos that hit the spot

If your business has a new or existing product that you want to highlight, rather than relying on a lengthy description of your product it is worth creating a short video that showcases its unique selling points.

In fact, 79% say they’d rather watch a video to learn about a product than read text on a page, according to Wyzowl.

The study also revealed some useful pointers for creating product videos. For instance, if you have a voiceover on your video, you are far better off going for a chatty voice – 83% of consumers said an informal, laid back, conversational voice is more relatable and persuasive than a formal voice.

An example of a great product video we’ve created is for US technology company Kodak’s PIXPRO Smart Lens – which acts as an add-on for mobile phones.

Using a real-life scenario, we filmed a mum and her young daughter taking a trip to the zoo, along with the Smart Lens of course.

Another excellent example is the interactive product video we produced for Renault’s new Captur.

To promote the range of customisable options available, we created six different environments across the Captur’s three different colour scheme locations; Miami, Arizona and Manhattan.

Positioning these videos on the right pages of your website gives clients or customers the right information at the right time – so investing in product videos for your brand’s key products is beneficial in more ways than one.

Regardless of whether you’re creating videos for an ad campaign, TVC or for your website, investing in a range of video content can have a direct impact on your business’s overall success.

According to Wyzowl, 83% of brands investing in video content felt that it gives them a good ROI, while 81% linked having video content to a direct increase in sales – unsurprisingly, 99% of these businesses plan to continue investing in video throughout 2017.

If you want to ensure visitors to your site are informed, engaged and responsive, get in touch with the team at Scorch Films to talk through how video content can benefit your business.