Can you tell your brand's story in a single image? Can you sell your product in a single sentence? Maybe, but probably not. Can you describe your service, with all of its wonderfulness, in a lengthy webpage? Probably, but nobody is going to read it. You see where we're going with this. How do you express who you are as a brand, and create connections with your online traffic and potential customers? Video. How do you create emotional reactions to who are you are as a company to someone just scrolling through? Video. How does your website set you apart from your competitors? You guessed it.
You might ask, "How do I integrate video content onto my website?" You've come to the right place. Here are 4 ways to add video content to your website supported by why you really should.
1. Interviews & Testimonials
On your About page, set up interviews with your lovely team members that are enthusiastic about the company and the product/service. Many times, videographers are not scripting the interview, they are just there to capture your authentic answers. Have the videographer ask questions that speak to the mission and values of the company. Viewers should get good vibes and a good understanding of who your brand is through these answers.
Video testimonials can be distributed lightly across your site, or be contained to a Testimonials page. Testimonials should be repurposed across every platform that you use. If you got 'em, use 'em. Social media video testimonials should find a way onto your website as well.
Video interviews and testimonials are the best way to communicate a lot of information, that provokes an instant emotional connection to the viewer, in a small amount of time. A video feels more real than pictures or website copy that can be completely staged and prepared. Interviews with your team members are a great way to enhance the connection and likability to your brand. Visitors are comforted knowing that real people are handling your product or service because people work with people, not computers. This helps visitors get to know you and trust you.
Andy Crestodina, Co-Founder & Chief Marketing Officer at Orbit Media, says to use tutorial videos to pull people in. "Before you turn the camera on, think about your goals. Different types of videos will have different outcomes. Some build trust, others build traffic. Different videos have different abilities to strengthen the funnel. People are attracted to educational videos (like tutorial videos) and they can pull people in. And once they're on the site they may navigation to a service page, where other videos may convince them you're credible (like testimonial videos)."
3. Highlight Reel
A highlight reel is more than highschool athletes really trying to make it in life. A highlight reel is Highlight reels for businesses can feature things like events, speaking engagements, community projects, office life, client work, or anything you want to communicate on your website in a video "collage." These Sam Lister, Founder and CEO of a Milwaukee based videography company, BLNK SLATE MEDIA, encourages service-based businesses to use highlight reels to showcase their work. "In the creative realm, your portfolio should speak for itself, especially if your business delivers content as part of its services. That's why you need to showcase your work through video to show viewers what you can do. A highlight reel is the perfect example of this. On our website, we have a few different highlight reels showcasing different areas of video we specialize in. This shows the viewers what they can expect out of us and builds trust in the first impressions."
4. Background Header
Background video headers should be placed on the homepage. The average bounce rate for a website is 40-50%. If you're going to impress your visitors with a full-screen vide0, do it on the homepage. Effective homepage video content is simple, many times slow motion, with a branded overlay or filter so you can lay a legible homepage title ontop. Make sure your site is designed to not reveal itself until the video is rendered, and users can experience the site as intended to be.
A background video header is a great and simple way to make your website stand out. When you change from an image to a video, it changes the entire mood of the page and adds quite a level of professionalism to the site. Check out some great examples of background video headers from Thiel and Alaska Tours.
Investing in video content for your website will help you create instant emotional connections with your website traffic in a way words and pictures cannot compete with. Grab their attention with compelling video interviews, teach them something they didn't know with a tutorial, set yourself apart with a background header video, or tell your brand's story in a highlight reel. Repurpose all of this amazing content on everything: email, social, blog, proposals, everything, because video remains the most engaging and authentic content out there.
For more ways to use your website content to support your marketing strategy check out 5 Ways Your Website Can Support Your Marketing Efforts.
Digital Coordinator & Junior Designer
Maddy is a graphic designer and enjoys being immersed in everything digital. She has been an East Side resident for over six years and believes Milwaukee is the place to be! She prides herself on always having a restaurant recommendation and believes a screen should be replaced with a good book every night.more posts by Maddy →