The case for having video on your website

In his best-selling 2005 book Blink Malcolm Gladwell introduced the concept of “thin-slicing”. In the opening chapter, he describes how art experts instantly recognised a kouros statue as a fake within seconds of seeing it, despite scientific tests suggesting otherwise. Their deep, intuitive knowledge allowed them to sense something was off without needing extensive analysis.

These days discerning web users visiting premium lifestyle brand websites are often thin-slicing. They are making snap negative judgements about a service provider based on whether there is an engaging video on the home page. Still imagery and text is not enough. They want more substance.

Indeed, drone footage of prestigious golf clubs, for instance, without a narrative can disappoint. Golf enthusiasts want to hear from key characters such as loyal members, club pro, course curator and clubhouse barman. They want more tone and texture. More insight.

There are five compelling reasons to commission engaging video content from a creative production house like FilmDuo:

1. Engagement

Video content is naturally more engaging than text or static images. It captivates the audience’s attention through dynamic visuals, sound, and storytelling. With the average user having a shorter attention span due to information overload, video offers a succinct way to communicate a message in an entertaining format. This engagement is reflected in the fact that social media posts with videos get significantly more views compared to other content formats. For a brand looking to increase its online visibility, this engagement factor is crucial.

2. Discoverability

Search engines like Google prioritise video content, meaning brands that incorporate videos into their websites and social media profiles are more likely to rank higher in search results. Google’s algorithms favour diverse media, particularly content that keeps users engaged. As video increases the time spent on a site and reduces bounce rates, brands see improved SEO performance. Incorporating video on platforms like YouTube, which is the second largest search engine in the world, also offers a massive advantage.

3. Authenticity

Trust is an essential element of any successful brand, and video content excels at building trust with audiences. Consumers are more likely to connect with a brand when they can see the faces behind it, experience its culture, and hear its voice. Authenticity is crucial, and video allows for this by offering a behind-the-scenes look, customer testimonials, or real-time interactions such as live streams.

4. Sharing

One of the most effective ways to grow an online brand is through social sharing, and video content is incredibly shareable. People are more likely to share video content with their friends and followers because it is engaging and easier to consume. In fact, video content is 12 times more likely to be shared than text or static images combined. When a brand’s video content goes viral, it can exponentially increase brand awareness and recognition.

5. Relatability

Finally, video content humanises a brand in a way that other formats can’t. Through video, brands can tell stories, share customer experiences, and evoke emotion. By connecting with the audience on a human level, video fosters a deeper relationship between the consumer and the brand, which is key for long-term loyalty.

Video content is an indispensable tool for any brand looking to strengthen its online presence. Through increased engagement, better SEO, and the ability to build trust and humanise a brand, video has proven to be one of the most effective ways to communicate with and grow an audience in the digital era. Brands that harness the power of video content are better positioned to thrive in the competitive online marketplace.