Video content is currently ruling the digital world, which is why a large majority of marketers focus their campaigns around it. Some specialists even see video as the content with the best ROI.
After all, in a world where internet users have easy access to interactive 360 videos, live streaming, and virtual or augmented reality, it’s easy to see why engagement is lower for regular text and image content.
However, this doesn’t mean everyone should switch 100% to video content. Text and images still play an important role in creating rich and engaging content. It’s just that we have to include video content in the mix as well.
Moving forward, we compiled a few tips and tricks to help you understand the how-tos and the benefits of effectively using video content on your website.
1. Make Your Message Heard with Videos
In today’s fast-paced online environment, users don’t spend their precious time reading lengthy blog posts unless the topic is of true importance to them. However, most of them will watch a short video that’s interesting and engaging.
Due to platforms like Vine and TikTok (and now YouTube Shorts and Instagram), short-form video content is extremely popular among young online users. This is in tune with people’s attention spans getting shorter.
So, if you want to make sure your message reaches a wider segment of your audience, video content is the best way to go. The optimal video length is under two minutes, and you have to keep in mind that most people use their smartphones to go online.
2. Direct Focus with Beautiful Looping Videos
Video content is great at directing users’ attention where you want it because it includes elements such as image, sound, and text (besides video footage). However, not everyone has the time, devices, financial resources, and skills to shoot professional videos that keep users engaged.
Luckily, there are lots of easily-accessible resources you can use, such as these royalty-free looping videos or stock video footage. These look professional, and you can use them for transitions, as backgrounds, or as is to keep users focused on the message.
3. Increase Audience Variety with Different Video Types
What’s the first thing that comes to mind when you think of online videos? Depending on your favorite social media platform, you may be thinking about single-person videos or short-form videos (made popular by TikTok).
But the beauty of including video marketing in your campaigns is that you can use a wide range of formats. A few examples that come to mind are demo videos, how-to videos, branding videos, interviews with experts, case studies, and animations, but the list goes on and on.
The more you diversify your video content portfolio, the more diverse your audience will become because different people react to different types of content.
4. Refresh Your Content
Fresh, high-quality content is the secret sauce that brings people to your website and keeps Google happy. But some pages are static in nature and can be difficult to boost in SERP. So, unless you plan a website redesign, you’ll have to find a way to keep things interesting.
Fresh content is also one of the reasons why business blogs are a good idea and why so many campaigns focus on user-generated content. It’s just another way to create more value and keep the target audience engaged.
Video content can do just that because it’s easy to add to existing pages without disrupting existing content. Also, you can use this type of content to summarize the message of the page into an easy-to-digest and engaging format.
5. Double Down on Creativity
In today’s day and age, when it seems like you’ve seen everything, creativity is a powerful tool. Creative campaigns manage to stand out from the crowd and set the promoted products or brands as being different and innovative.
As a result, the campaign will reach the target audience and more. In many instances, creative content goes viral, which gets word of mouth going. This is the dream of any marketer and business, and videos are the best medium to channel creativity.
First of all, you have a wide range of elements (video, images, text, audio, effects, transitions, and so on) that, when combined, can become something unique and impressive. Second, video content is the most engaging and relatable because it helps the viewer connect with the story in a very meaningful way.
Video content is not a trend and won’t go away anytime soon. This is why more and more marketers find creative and engaging ways to integrate videos with existing content, especially on websites.
Video content is a good move for SEO, it attracts new users to your page(s), and helps refresh content that’s static by nature. It’s also a great way to diversify your content strategy and reach out to different audiences. Overall, if used right, video content may be the missing piece of your online reputation puzzle.