If a picture is worth a thousand words, how many words is a video worth?
With the attention span of a web surfer hanging at an average of 8 seconds, it is crucial to quickly engage them with your content. The speed at which your message is communicated could very well be this deciding factor. Because of this, many companies today opt to include an “explainer video” on the main page of their website. This video quickly communicates the company brand to the consumer with clarity and precision. In addition, it is always best practice to show your audience what you can do instead of merely telling them or having them read about it. Any Hollywood scriptwriter would agree, minimize your dialogue and maximize your action. In the case of web design, your action is the rich content of your site! Don’t just tell people what you can do, show them.
A recent study done by Levels Beyond surveyed more than 1,000 consumers and more than 500 marketers. This study found that 59% of consumers are likely to watch a branded video on a company website. This is a big deal. In today’s world of search engine optimization, it is a major goal to increase the amount of time users spend on your website. The algorithm Google uses to rank your site factors in the time people spend viewing your pages! That being said, if you are able to grab a surfer’s attention early and hold it, your search engine rankings will improve. Who doesn’t want their website to appear closer to the top of that list? A separate study conducted by Comscore validates this even further. It states,
“site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.”
Video gives the perceptions that you are technically ahead of the game as a company. Rich media is designed to engage consumers in this way. The more an individual knows about you, the more likely they will be to purchase from you. Given the virtual nature of the web, it is a struggle to build that personal connection with a customer that you might take for granted when you visit the local coffee shop. So why not use video to add that personal touch? With multimedia and video animation services, it is becoming easier to obtain this content every day. Returning to the Levels Beyond study, 71% of marketers agree that brands should be video content producers. However, 75% of them say producing video is not a priority for their company…
The emergence of HTML5 as our new standard markup language is making it easier for web developers to deliver rich media. We have new elements like the <audio> and <video> tags to replace the <embed> tag of yesteryear. As time goes by, more and more web browsers are adopting the new markup and video attributes. Now is the time for more companies to market their business and services with video; a more engaging and dynamic media.