Why You Should Add Videos to Your Website

Experience shows that a message conveyed visually will be retained or remembered significantly longer than a written word. (See Use Pictures to Improve Memory.) On a website, where your message must be conveyed quickly and convincingly to make a lasting impression, adding a video allows your viewers to receive your message via two ways—by written words, and by pictures—so you, in a sense, more than double your chances of being remembered.

Additionally, internet experts suggest using videos creatively as a prime tactic to encourage viewing, and ultimately, sharing. For instance, you can introduce a video to a blog post, or add it to an e-newsletter that links back to your site. The hope is that viewers will share it, thus increasing traffic to your site. But, the first thing to be concerned with is making your videos interesting. As Michelle Bowles puts it, “if you want users to share your videos, you must create content worth sharing. If your video isn’t interesting, relevant, entertaining, or informative, users aren’t likely to share it, let alone view it.” (See Encourage Viewers to Share.)

Giving consideration to the type of video you provide is important, as well. Are you providing information, encouraging sales, or displaying testimonials? Each has its place and purpose, and should be carefully weighed with respect to the overall design and purpose of your site. Online marketing guru Catie Foertsch shares some pointers about creating different video types. For instance, avoid “talking about your company—that would be a commercial, and viewers hate commercials. Talk instead about how visitors can solve their problems.” (See Three Kinds of Video.) If your purpose is to sell product, videos can help convert visits to sales. Business-to-business expert Glen Bently explains, “Use interactivity. The power of online video is twofold: 1) it is a highly engaging medium and 2) viewers can take immediate action on what they see. Give the viewer choice points during the programming. If you integrate calls to action like "send me more information" into the program, you will build relationships with viewers and increase vital viral opportunities.” (See Getting the Most Out of your Online Videos.)

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