WebRTC Expert Feature

February 18, 2020

Pros and Cons of Using Video on Your Brand's Website




You’ve probably heard a lot about the power of video marketing - but is it right for your website?

When it’s done right, video can take your brand to the next level and offer a second-to-none engagement experience with your customers. But it needs to be executed well to get the desired result.

Browse through some of the pros and cons of using video marketing on your website to determine whether or not it’s the right choice for your brand.

Pros:

  1. Highlight the call to action; speaking the words in a video can have a bigger impact.
  2. Reach a wider audience; people are more inclined to watch a short video compared to reading a large body of text.
  3. More flexibility; you can communicate something using various methods such as telling a story, using animations, or using voiceovers.
  4. Use different communication styles; convey information how you want using movement, special effects, closed captions and more.
  5. Grab attention; videos are more dynamic and effective when it comes to capturing the attention of viewers compared to other content mediums.
  6. More exposure; dual exposure on Google and YouTube means you can optimize video to rank higher in search engine results.
  7. Add credibility; use video testimonials to show your expertise and showcase customer satisfaction so far.

Cons:

  1. A poorly executed video can harm your website’s reputation. That’s why it’s important to hire a professional video producer for the job.
  2. Slower website; bad video integration can slow your website down, leading to user dissatisfaction and a larger bounce rate.
  3. It needs to be relevant; an irrelevant video can have a negative impact on users and distract from the fundamental purpose of your website. The information in the video needs to be tailored appropriately to your target audience.
  4. Control; a video that starts automatically when a user visits a website can quickly become annoying.
  5. Mobile experience; it’s important to take the user experience on mobile devices into account since mobile is more frequently used to browse the web. It’s important to place your video on a responsive website and consider how easy it will be for users to watch it on their smartphone, tablet or other mobile device.

Tips:

To produce a great video for your website, keep these tips in mind:

  1. Hire a professional to create the video; there’s a massive difference between a professional job and a DIY video shot on a camcorder. It’s definitely worth the investment in your brand’s image and reputation.
  2. Keep it concise: The longer your video, the less likely users will watch it all the way through. Thankfully, video is the perfect medium to use for compiling as much information as possible about your brand into just a few short minutes.
  3. Use different communication styles: Think about everybody who might be watching your video and convey information to them using a variety of styles.
  4. Optimize it: Before uploading your video to your website, make sure that it’s fully optimized so that it doesn’t slow the site down.
  5. Be consistent; make sure that your video matches your brand voice.

Video can make a massive difference to your website and your brand - but it needs to be executed well.







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