The Importance of Video on Your Website

The Importance of Video on Your Website

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It’s time to take web videos very seriously. This will be a critical year for marketers using internet videos. Think about it. Some of the most memorable ad campaigns were done through video. Let’s talk “The Big Game.” It’s no secret that it’s the most watched TV broadcast. However, it’s more than a game. It’s an advertising tool. Companies understand that creating an engaging video that fits their brand will ultimately lead to more sales.

According to comScore, a leader in measuring the digital world, there are a whopping 43 billion videos watched each month online in the U.S. alone! Common sense tells us web videos offer an important opportunity; especially for small businesses, to connect with their audience. It’s a chance for them to reach thousands, if not millions of new customers with a fairly inexpensive format, given the rate of return.

Jay Baer, who is an author, social media expert, a leading marketing consultant, and professional speaker, said that 2012 will be, “The explosion in short-form multimedia, as companies start to truly embrace video and mobile photography.” He should know because he’s worked with over 700 brands including Nike, Sony, Conoco Phillips and Cold Stone Creamery.

Let’s take a look at some important statistics and learn how web videos benefit businesses:

1.) Everyone watches videos: According to YouTube, 60 hours of video are uploaded every minute and over a billion hours of video are watched per day.

2.) SEO strategies: Wordtracker suggests that visitors spend an extra two more minutes on your website if you have a video. Your chances of getting a page one listing on Google increases 53 times with video because there is still much less competition for video pages.

3.) When it comes to the types of videos that Google likes to list, informational type videos do the best. In fact, Wordtracker says that over 80% of videos that Google serves up in the search results are informational videos.

4.) B2B & B2C: A Forbes Insights report states that 65% of senior executives visit a vendor’s website after watching their video. Executives under 40 are more likely to make a purchase based on video alone. With this stat, it’s clear that videos are powerful tools not just for business-to-consumer, but business-to-business as well.

5.) Reaching more audiences: According to a study by aimClear, in March 2011, more people clicked on video results too. Videos in universal search results have a 41% higher click-through rate than plain text.

6.) The future of marketing: A survey conducted by Bright Roll discloses 65% of marketers plan to reallocate campaign dollars from TV to online video. Over 25% see the growth in spending online video and mobile videos in the coming year. Forrester Research suggests that online ads will overtake TV ads by 2016.

So, let’s put this into perceptive. The clever Old Spice video – “The Man Your Man Can Smell Like” originally aimed for TV:

The web video generated 5.9 million views on YouTube in the first 24 hours and 1.4 billion impressions over six months. The return on investment was a success. The company reported that sales increased 107% over six months!

Take the E*Trade talking baby videos:

Zeta Interactive, an interactive marketing agency, released a report of which videos generated the most buzz online and at the top of the list in 2011 was E*Trade’s “Enzo the Tailor.”

The videos are so popular the company had to make a special page on their site with clever outtake videos from the babies

To read part 2 of our educational series, “How to Create a Successful Video for Your Business”, click here.

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