By 2020, 80% of all internet traffic will be comprised of video. With popularity of video content growing at a rapid rate, and prediction of future trends favoring it even more, it’s not a surprise that we are seeing more and more websites use video content in different ways.
Most content management systems and website template developers have already started offering built-in video features.
Now if you have been running an online business or website for some time, I you already know how important it is to publish relevant, high-quality content on a regular basis. Great content not only helps you get more traffic from search engines and social media, but also keeps visitors engaged longer.
If you use video content on your website, you can take your content strategy even further, stand out from the competition and tap into a medium gaining wide popularity.
In order to take full advantage of the growing popularity of video content, you need to know as many ways as possible to use video content on your website.
And you need to do this in a way that attracts and engages, and not distract or annoy, your visitors. So let’s see how you can do that in more detail.
Videos In Homepage & Landing Pages
If you’re a business with a single product or service, then your main page is a great place to embed an explainer video introducing the product.
If you offer multiple products and services, then place a video on your homepage about how your entire product or service portfolio strives to solve your audiences’ problems.
Explainer videos have been proven to cause a 100% longer average session duration per website visitor.
Outbrain is a great example of using video in a subtle way. It doesn’t popup until the visitor clicks on the “See how it works” link. You can either place a video this way, or just normally embed above the bold so visitors can see it as soon as they arrive.
Videos In Blog Posts
Regardless of what industry you operate in, there are many among your target audience who would prefer watching a video over reading a blog post.
That’s why so many brands have started creating video content for blogging. In fact, there are some who have stopped posting text content altogether and continued only with video blogging.
While you should’t be going that far as of yet, but your aim should definitely be to get the best of both worlds. So you should be making good use of both text and video content.
If you start publishing videos only without any text content, you’ll not only make it hard for search engines to understand what the video is about, but also alienate people who still prefer reading instead of watching.
There are two ways to go about this. You can follow either route.
#1. Keep writing blog posts as usual. But after you complete writing and before you publish each post, try to identify how you can turn that content into a video script and then an actual video.
Then embed that video at the top of your post, above the text content so your visitors will know that they have choice in how they want to consume your blog content.
#2. For every new post for your blog, create a video script and video first. Then find a way to turn that into a written blog post. Then as you did in #1, publish both the video and text content as part of the post.
A great example of effective video blogging is WhiteBoard Fridays by Rand Fishkin. Each post consists of an engaging video, followed by the transcript of that video.
By doing it this way, Rand has taken care of both: people who like watching videos, and those who prefer reading.
Videos In The Background
It’s almost impossible to ignore something moving when a visitor accesses your website. A background video is, therefore, a great way to capture your visitors’ attention right when they open your page.
A short and subtle video silently playing in the background is one of the most popular web design trends these days.
Take a look at Mediaboom’s homepage for example. You’ll see a video with clips portraying how their staff is hard at work on client projects. This lets the viewer have a behind-the-scenes look at the agency.
This creates a great vibe for the visitor in order to trust Mediaboom with his project. The clips work together perfectly to set a professional outlook for the agency.
Customer Interviews/Testimonial Videos
Videos can make your customer testimonials more engaging and better than ever before. Customer videos allow your potential customers to watch people just like them talk about how they have benefited from your product or service.
A great example of using this type of video on your website is Codecademy. They have a dedicated stories page where real learners share their experience and results from using Codecademy courses.
A good testimonial video is typically about 2 minutes long. In the first few seconds, you introduce the customer. Then the customer talks about a problem they faced, followed by how they solved it by partnering with you.
Videos In Tutorials & Support Pages
Nothing is more trustworthy than being able to see a product in action.
Clear, detailed videos showing how to use the features of your product or service don’t just help your existing customers make the most of it and have a great experience, but also potential customers trying to decide whether to purchase.
Other than that, tutorial videos also free up your time and help you run your business more efficiently, because they allow customers solve some problems on their own without having to contact you.
A business doing this really well is Solo Stove. They have professional and educational videos detailing how to use each of their products.
Educational videos don’t have to be limited to your support pages. You can also share them on your blog, create special resource pages and host webinars every month to engage your audience in a more lively manner.
Embedding Videos In WordPress
If you’re using a WordPress website, implementing video content isn’t hard. WordPress has built in support to use video content on your blog or website.
To embed video in a WordPress post, first you’ll need a place to store and host your videos online. It’s not a good idea to upload videos directly your site as they take space on your server and put pressure on available bandwidth. In such a case, they can also slow down your website.
Uploading videos on Youtube, Vimeo or Dropbox is free. Or you can pick a paid service like Wistia for advanced features like video CTA and analytics.
Once you upload your video on a video hosting site, identify its URL. You can find it in the address bar when you open the video page.
To embed the video in your WordPress post, just place the video URL in the post editor in visual mode. The URL should be in its own line. WordPress will automatically fetch the embed code and show the video.
Most modern WordPress themes are video-friendly, and page builders have video modules with several options. There are also many useful plugins for using video on your website in various ways.
This video player plugin can be used to place a full-screen video background on your website.
And there also an optional fallback image for mobile devices. So you can be sure that visitors using devices which don’t support video backgrounds still have a pleasant experience.
If you’re having trouble making video show up and render correctly on all devices, try this free plugin. All you’ll need it the URL of the video and ARVE will take care of the rest.
Other than that, it’s also SEO-friendly. It’ll help you create the required metadata for the video to start gaining more visibility in search engine results.
This plugin lets you run a video background on your WordPress site. It’s 100% free, but not as beginner friendly as the paid one I shared above. You can use it easily only when you have some general understanding of jQuery and programming.
We covered a lot of ground in this post on how you can use video content on your website. But note that the content of your video matters more than the techniques of how to use them on your website.
Your video will capture audience attention and benefit your business only when you have a clear strategy and your videos provide tremendous value.
So before jumping into video creation and placement, think about your target audience and their needs. Come up with ideas that they’ll love to watch. Then create a few videos to start with and analyze performance.
When you find that they are working well for you, you can put more resources and start investing more heavily in video marketing.