Video marketing is the new king of online content.
Although much of the internet is still comprised of blogs, long form articles, and infographics, video content is the most popular and most shared form of content on the internet today.
Just look at your social media feeds. Whether it's Facebook, Twitter, Instagram or something else, original video content seems to take up most of your carefully curated social media feeds.
It's common knowledge that many of these social media companies have intentionally made video show up for users more often than other forms of content, such as images and text posts. The algorithms that Facebook and others use is intentionally manipulated to make video content a priority in your timeline.
And video content isn't going away anytime soon. In fact, at the current rate of growth, it's projected that video content will take up more than 80% of all web traffic by the year 2019, according to a study by Cisco.
It's a no-brainer that, in the current climate, it's important to add video content to your website anywhere that you can.
According to statistics gathered by Hubspot in 2015, the average video retained around 37% of viewers all the way to the end of the video, and short videos, those under 90 seconds long, see an average retention rate of 53%. And, in 2015, 56% of all videos published were less than 2 minutes long.
That means, the shorter your video is, the more likely customers are to stick with it and watch it to the end. People these days have short attention spans, and if they see you have a longer video on your website, they are less likely to watch it. Some might even click away from it after only watching a few seconds of the video.
When you have videos that are short and engaging to your customers, then viewers are more likely to watch your video, which in turn lowers your websites' bounce rate, which is always good news for you.
When customers stay on your site for longer periods of time, they are more likely to make their way through the buying cycle to the all-important "purchase" point in the cycle.
Most people know that Google is the #1 search engine for users on the internet, but do you know what the second most popular search engine is?
Nope, it's not Bing. It's also not Yahoo.
It's actually YouTube.
If you consider it, YouTube being the second largest search engine makes sense. YouTube is owned by Google, and many people use YouTube to search for quick help videos and tutorials, In fact, according to its own data, YouTube has more than 1.5 billion unique visitors on its site each month, and more than 6 billion hours of video are watched on the website every month.
So, all of this to say that when you upload a video to YouTube, it's important to take that video, and embed it into landing pages on your own website.
Studies show that embedding videos into landing pages can increase conversion rates by a whopping 80%!
YouTube is a huge player when it comes to boosting your search engine rankings and your SEO. Optimizing your embedded videos with keyword-heavy titles and tags can also help increase your rankings in Google. Plus, Google shows videos and video links in search results, so having an embedded YouTube video on a landing page increases your chances of showing up in search results for certain keyword searches.
Now that we've gotten the technical side of video out of the way, let's talk about the aesthetic value of adding video content to your website.
Many companies fall into the trap of making every page on their website look exactly the same.
It usually goes as follow: header image, paragraph of text, more images, followed by more text, and then even more text.
This kind of design gets boring, redundant, and stale. Adding video to your pages, however, adds a bit of flair to them and adds interesting changes to your page design.
Adding just one embedded video to your page can help to break up the monotony of your website, and keep people on your page longer than normal, adding to a decrease in your bounce rate and an increase to your time on page data.
Video is important to the ever changing world of marketing and online content. Consider adding video to your page to increase your traffic and spice up your website design.
Need some help adding an embedded video to a page? Check out our help section on Videos.
Are you a potential new customer who's looking for more information on our custom-built websites? Click the link below to get started!
Contributor Caleb Hennington is a 25-year-old writer, who manages the Atwill Media and FGmarket blogs. He graduated from Arkansas State University in 2014 with a bachelor's degree in journalism.
When not writing, Caleb enjoys camping, running, collecting comic books, and spending time with his fiancee and his dog.