Why You Need to Include Video

You may have noticed more and more when cruising around the internet, that videos of are becoming a staple of modern web design. The days of having a “videos” section crammed in between your “about” and “contact” pages are behind us. Videos are now fully integrated content, right up there with text and video. When you visit a website, you can now expect videos doing everything from explaining a company’s message, to acting as a giant homepage banner or taking the place of a background image (just check out AirBNB or Evernote).

Obviously, advances in compression technology and increase in internet speeds (and mobile internet speeds) have made this kind of video proliferation come about in a way that simply wasn’t possible a few years ago. Also significant is the fact that it’s easier than ever to create great looking videos, since most of us are carrying around cameras that shoot full HD 1080p video right in our pockets.

But that’s really more of the “how.” Let’s take a look at the “why.” Here are some of our favorite reasons why you should consider including videos, in a big way, on your website.

Efficient Communication

Video is one of the most efficient (if not THE most efficient) way to communicate a message online. According to Forrester researcher Dr. James McQuivey, one minute of video is equal to 1.8 million words.

Think about that for a second. Let it sink in.

In a single minute of video, you can communicate a message to your website’s visitors that would have the equivalent effectiveness of almost two million words. Since you aren’t about to go writing two million words on your website (nor would we recommend it), and your visitors certainly aren’t going to read two million words on your website, that means a few minutes of video on your webpage essentially has a communications value that is unmatchable with just text or images.

People Are Watching

Maybe you think that it’s not really worth the time and effort to create videos because nobody is really going to watch them.

Well, if that’s what you think, you’d be wrong. How wrong?

According to ComScore (the company that measures such things), over 45% of internet users view at least one video per month. The average user is exposed to an average of 32 videos per month, and spends over 16 minutes watching online video ads every month.

16 minutes watching just ads!

And according to Nielsen (another company that measures such things), 147 million Americans watch video on the internet.

In other words, you’d be very wrong.

Video Gets It Done

One of the quickest and most effective ways to increase conversion is by including video. In a report released by Unbounce, they say that including video on a landing page can increase conversion by 80%.

Lest you think this effect is limited to landing pages, let me assure that is not the case.

Including a video on your homepage has also been shown to increase conversion rates by 20% (not quite the increase from landing pages, but still significant).

The video bump also extends to emails. Including a video in an email has been show to lean to a 200-300% increase in click-through rates.

Ecommerce websites need to be particularly aware of video, both for their own website, as well as considering embedding ads in other videos. Why? Because users are 64% more likely to buy a product online after watching a video for that product.

Homing Beacon

When you post videos on your website, people tend to find them. This is because videos can have a huge boosting effect on SEO. A video that has been indexed by Google can have a 50 times greater chance of making it onto the first page or search results than a text-only page does. The time that users spend on your site watching videos can also provide an additional SEO boost.

You. Tube.

Having videos to post on YouTube is a great way to expand your reach and overall web presence. We all know that YouTube is the number one (most popular) way to view videos on the internet. But what you may not realize is that YouTube is also the second largest social network after Facebook, with over a billion unique visitors each month. And what do people do on social networks with videos? They share them of course.

You also might not realize that YouTube is the number two search engine after Google. People aren’t just looking for cat videos and movie trailers on YouTube. They are looking for information.

For Funsies

Finally, one of the best reasons to include video on your site is that it’s just more fun. Video is entertaining and engaging, that’s why it’s so popular.

Having videos gives you an opportunity to show off your personality and establish what is unique and wonderful about your brand or your products.

Check out some of our fun videos on youtube.