Want to know whether it’s time to leverage a corporate or promotional video to enhance your website’s performance? Browse through the following pros and cons pertaining to the use of video marketing.
Advantages of Video Marketing
- More engaging.
- Highlight the call-to-action.
- People are more inclined to watch a short video rather than read a long body of text.
- Allows you to convey information in the way you want it to be delivered using different communication styles (style, movement, special effects, closed captions, etc.)
- More flexibility in terms of how you communicate something (you can tell a story, make animated lists, use voice-over to your advantage while presenting graphics and illustrations…).
- More dynamic, interesting and effective presentation due to users’ increasingly low attention span (allows you to be concise and entertaining at the same time so a minimal amount of information is conveyed but the presentation can still feel very full and alive).
- Dual exposure on YouTube and in Google search results, and can be optimized to rank higher in search results and gain more visibility (video SEO, also commonly referred to using the acronym “VSEO“).
- Can add significant credibility to the individual or organization, for example, a video testimonial.
- Can improve a website’s conversion rate.
Disadvantages of Poor Video Execution
- A poorly executed video can actually harm your reputation or worsen your brand positioning.
- Poorly executed video integration can actually increase your website’s bounce rate and slow your overall website user experience, lowering all your stats including but not limited to average visitor duration, number of pageviews per visit, etc.
- Unless the info is tailored appropriately to your target audience, is relevant, and concise, and depending on the type of video (promotional, instructional, testimonial), it can have a negative impact on users, and worse still, detract from the fundamental purpose of the website. One mistake many individuals seem to make is regarding the length of the video. Keep it short and sweet. The average viewer will stop watching your video after 32 seconds or so but a good trick is to keep the length of your videos limited to approximately that length. Anything over 1 minute risks being doomed to fail.
- A video that starts by itself every time you visit a website might get annoying if the website is visited frequently by customers, subscribers or equivalent.
- User experience on mobile devices must be taken into account since 10-21% of my clients’ website traffic currently comes from mobile devices so you are better off having a responsive website. The use of Flashplayer is out of the question… Furthermore, if your website is not responsive, it’s time to consider forking over the cash and getting it done to future-proof your site.
Overall, if properly executed, a video can add a great deal of value to the majority of websites. I actually recommend adding a video to every single webpage, with concise amounts of factual information and details supporting the video presentation.