Should You Have Video On Your Website?

The popularity of YouTube spawned the proliferation of video on the Internet. It’s now everywhere and only spreading. ABC’s home page features video snippets of upcoming shows, NFL.com allows you to watch first half highlights of a football game during halftime, and even Money.com shows videos of their correspondents discussing the day’s financial news.

The rise in video content is a result of the progression of technology that has made the inclusion of videos on websites more feasible than ever combined with the support of companies that are willing to experiment with different formats to engage their audiences. I have noticed a sharp spike in interest from my clients who ask whether they should use videos on their sites and more often than not, the definitive answer is..

Maybe.

I have long been drawn to film. I spent two years working in production to learn it more intimately and Tom, the other owner of Blue Sky Online wrote and produced a feature film. My love of the medium is due to its unique ability to combine images with sound and then deliver them in a succinct format. When executed correctly, film is distinct in its power to move people. Audiences are stimulated and the filmmaker’s message is delivered.

I recently spoke with Morgan Brown, the Director of Marketing at TurnHere, a production company specializing in Internet video and he said, “Online video is clearly an important part of the online experience with 3 out of 4 internet users viewing video online last quarter.  And, video drives action.  We’ve seen that adding video to a web site increases the number of clicks on page, the amount of time spent on page and most importantly the amount of calls generated by the advertisement.  This means real business is being generated by video – which is the ultimate goal of online advertising.  In a tough economy businesses demand results from their marketing – and TurnHere provides an affordable online video solution that creates customer action.”

It is obvious why companies have embraced the format on their websites and on the surface it appears like a clear decision for most business owners, but I maintain that there are several determining factors which have to be considered prior to incorporating video on your website.

1. What purpose does the video serve?

Advertisements:

I do not like video if it is being used on your website to advertise a company other than your own. The majority of people visiting your site are there to gather information about your company by reading and scanning the page. A moving ad with or without sound is a distraction and rarely a welcome one. You are detracting from your company while annoying your potential customers and leaving them with a negative impression. Any money you receive from the advertiser is likely offset by the damage you inflicted on your viewer.

Branding:

Video has the power to expand the depth of your brand by giving it more dimension. In order to achieve success with using video in this manner, it is vital that the video’s tone match your website’s. Euphoria Face and Body is a spa in Los Angeles that has used video throughout their site, but the vibe in the video strays from the surrounding website, creating incongruence. I actually find the video more appealing than their site. On their Services page for example, the video gives you a clear idea of the warm and inviting feel their spa has but it conflicts with the rest of their website. Consistency is vital in creating and maintaining credibility and effectively branding your company’s image.

Customer Testimonials:

If done well, this is an appropriate and effective way to use video on your site provided that the videos do not play automatically. If the user has the ability to start the video on their own, understands they will be watching a customer testimonial prior to playing it and the video is genuine and good quality, I am in favor of this usage of video. SunPop is a company that stylistically produces the type of videos I recommend for testimonials because of the sense of authenticity that resonates with the viewer.

Content:

If you are using videos as a source of content on your site understand that you are taking a risk. The first  problem is that search engines cannot read video. You could have an hour long video explaining your industry packed full of keywords that a search engine would devour and reward your site well for and none of them are factored into the equation because the video isn’t compatible. You can get around the compatibility issue by including text on the page along with your video, but in doing so, you are deterring most of your visitors from reading what you have written and are banking solely on your video’s effectiveness. While possible, it is not probable. I always deter my clients from using music on their sites for the same reason: Your visitors have different tastes. If your video does not appeal to the person watching it, you have now created a negative impression and they have gone from neutral to unlikely to buy.

Furthermore, if your site sells products and you have video content there becomes a point where the video distracts the visitor from purchasing from you. That point is always difficult to determine and varies from one visitor to the next. It is extremely difficult to keep someone’s attention online and from the moment they hit your site there is a clock counting down. You have to decide how their time is best spent. What is the most persuasive venue for getting them to purchase from or contact you?

2. What is your budget?

Because film incorporates so much, there are so many places you can err. Hiring a professional production company is your best bet to ensure the direction, lighting, cinematography, acting, sound, content and editing are all professional, but it all comes at a cost. Fortunately, there are some companies that offer professional video production at a price most businesses can afford. TurnHere for example, has been able to produce videos for a large range of companies for under $1,000 and has a network that expands beyond Los Angeles and New York.

Ultimately, knowing your demographic and what they respond most to will help you decide whether investing in a quality video is more effective than spending the same money on a more dynamic design, better written content or an advertising campaign.

Video is a great tool that offers several distinct advantages as well as some drawbacks. The extent to which it is used is a decision you have to weigh carefully. Video will serve some businesses targeting some demographics better than others and the cost associated with producing it might be better spent on other, equally beneficial aspects of your site. If you would like our opinion on your website, feel free to email us.

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