We have had so many questions and queries related to the importance of using video as a marketing tool from our clients recently that we thought it would be useful to share some of the latest thinking on why video is so vital in 2024, and the powerful role video can play to optimise your SEO efforts.
Fortunately for us and our clients, video shows no sign of slowing down; the average consumer now watches 17 hours of online video per week, with YouTube reaching more viewers than any TV channel on the planet.
All of these video-hungry eyeballs gives you, as a business, the perfect opportunity to reach people exactly where their focus is.
91% of people would like to see more videos from brands in 2023. Simply put, you should be marketing with video because that’s exactly how your customers want (and expect) to be marketed to.
Why Should You Use Video on Websites?
Your website has milliseconds to make a good impression on your visitor. And as those first impressions really matter, a video might just do the trick to grab and retain that attention.
It’s eye-catching and alluring—the perfect thing to entice your visitors to stay a little longer and see what you’re all about.
Video on Websites has the power to:
Increase website traffic
Engage visitors
Keep people on your site
Improve search rankings
Bump up conversions
So, lets dive in...
The Rise of Video Content
Whether it's for entertainment, education, or product research, people are increasingly turning to videos to fulfil their needs. This surge in video consumption is not confined to any particular platform but spans across various channels, including social media, streaming services, and, importantly, search engines like Google.
While we’d all love to give each of our potential customers a face-to-face sales pitch, it’s not always possible; but video can be the next best thing. Communicating with every single one of your prospective buyers on-demand, answering their questions, delivering compelling social proof and engaging product demos can only be done through the power of a great video.
Donald Miller is a well known keynote speaker, he is the CEO of StoryBrand and Business Made Simple and the author of ten books including Building a StoryBrand, Marketing Made Simple and How to Grow Your Small Business. Collectively, his books have spent more than a year on the NYT Bestsellers list.
Donald Miller's website immediately captivates visitors with a compelling feature: upon arrival, users are greeted with one of his keynote sessions seamlessly integrated into the homepage.
Nike frequently incorporates videos featuring athletes and their products on their homepage. These videos highlight the performance and lifestyle aspects of their brand, inspiring visitors to engage with their products and buy into Nike community.
Capturing Attention and Engagement
One of the primary reasons behind the effectiveness of video content is its ability to captivate and engage audiences in ways that text or images alone cannot match.
Videos have the power to evoke emotions, tell stories, and convey complex messages with greater clarity and impact.
As a result, users are more likely to spend time watching a video than reading a lengthy article or browsing through static images.
Having a video on your website homepage offers numerous benefits that can significantly enhance user engagement and drive conversions. Firstly, it provides an immediate and visually compelling introduction to your brand, products, or services, capturing visitors' attention and encouraging them to explore further.
Videos can effectively convey complex information in a concise and easily digestible format, helping to communicate your value proposition more effectively than text alone.
Incorporating video can set your website apart from competitors, showcasing your commitment to innovation and providing a memorable user experience that encourages repeat visits and referrals.
Improving your project’s site ranking with SEO (Search Engine Optimisation) techniques is incredibly helpful for community engagement as it can increase the visibility of your online presence, making it simpler for your community to participate and connect. Search engines (such as Google) prefer websites with video content and rank them 53 times higher than those without.
Google's Preference for Video Content
Google, being the dominant player in the search engine landscape, continually evolves its algorithms to provide users with the most relevant and engaging content. In recent years, there has been a noticeable shift towards favouring video content in search results. This preference is evident in various ways:
Rich Snippets and Video Carousels: Google often displays video content prominently in search results, especially for queries that are deemed to have video intent. Rich snippets, video carousels, and featured snippets are just some of the formats through which video content is highlighted, increasing its visibility and click-through rates.
YouTube Integration: As the second largest search engine in the world, YouTube (owned by Google) plays a crucial role in shaping search results. Videos hosted on YouTube are given preferential treatment in Google searches, further emphasising the importance of video content for SEO purposes.
Diversification of SERP Features: Google continues to diversify its search engine results page (SERP) by incorporating various multimedia elements, including videos, images, and interactive features.
Google owns YouTube, so it’s no surprise that YouTube videos often rank in Google’s search engine results pages (SERPs)—the pages that display results after a user enters a search term.
On September 25, 2023, over 30% of Google desktop SERPs featured a video carousel, video result, or featured video. According to Semrush Sensor.
Enhancing User Experience and Retention
Beyond SEO benefits, incorporating video content into your online presence can significantly enhance the overall user experience. Whether it's a product demonstration, a tutorial, or a brand story, videos have the power to convey information more effectively and leave a lasting impression on viewers. Furthermore, users tend to spend more time on websites that feature engaging video content, leading to higher retention rates and increased conversions.
Embracing the Video-First Approach
In today's digital landscape, where competition for attention is fierce, businesses and content creators can no longer afford to overlook the power of video.
By understanding and leveraging the role of video in Google searches, you can elevate your online presence, expand your audience reach, and drive meaningful engagement.
Whether you're a budding entrepreneur, a seasoned marketer, or a passionate creator, embracing a video-first approach can unlock new opportunities for growth and success in the ever-evolving digital ecosystem.
If you're considering videos in 2024, we have the perfect event for you...
Our FREE event Video Marketing Success for Small Businesses is on Tuesday 26th March.
Comments