Traffic to your site is increasing, but conversions aren’t following suit. If this sounds familiar, you’re not alone. While your website might be ranking high in search results, visitors are often simply skimming through or quickly bouncing off your content. With so much information available online, many users don’t have the time to dive deep into lengthy blog posts, often scrolling past without engaging.
In this environment, capturing attention can be challenging. However, there’s a potential solution: video content.
As humans, we’re naturally drawn to visuals—whether it’s a bright colour, an engaging graphic, or moving images. When something visually compelling catches our eye, we’re more likely to pause and engage, whether by watching or exploring further. Video content taps into this instinctive attraction, offering an opportunity to enhance user engagement and retention.
Everyone Loves Video
In 2022, an estimated 3.48 billion internet users were watching videos, a number that’s only growing as video consumption continues to dominate the digital world. Fast forward to 2023, and global internet traffic saw a 23% increase, with video streaming and traffic growth across apps like gaming, cloud services, and conferencing platforms leading the charge.
Marketers are also increasingly recognising the effectiveness of video. As of 2023, 92% of video marketers reported being satisfied with the ROI of their video marketing on social media, and 96% agreed that video is a crucial part of their marketing strategy—this is the highest proportion seen in the past nine years.
Mark Zuckerberg himself has even declared that the future of Facebook and Instagram lies in video, and it looks like he’s spot on. Whether it’s boosting engagement, driving website traffic, or building brand awareness, video consistently outperforms other content types. So, whether you’re scrolling through YouTube, TikTok, or your favourite Instagram feed, it’s clear: video content isn’t just a part of the internet—it is the internet.
Video-Driven SEO Strategy
Thinking about adopting a video-driven SEO strategy? Wondering how to make it work? Let’s dive in.
Just like your traditional text-based content, video needs SEO to shine in search results. While you can’t directly optimise what’s said in the video, there are other elements that make a huge difference. Titles, descriptions, tags, and thumbnails are all key factors that search engines like YouTube use to rank videos. Make sure they’re aligned with relevant search queries to improve your visibility and ranking.
Next, don’t forget to embed those videos on your website. Placing them strategically, especially on landing pages, is a great way to keep visitors engaged. This reduces bounce rates and increases time spent on your site, both of which are signals Google considers when determining how to rank your pages.
A smart move is to take a cross-platform approach. Videos you post on YouTube can be repurposed into shorter clips for Instagram, Facebook, and LinkedIn. This expands your content’s reach and encourages social sharing. If you’re feeling extra creative, try repurposing long-form video content into articles or even podcast episodes. This helps you cater to different audience preferences when it comes to consuming media.
And of course, don’t forget to include calls-to-action (CTAs) in your videos. Direct viewers to your website or product pages, encouraging them to take that next step in your sales funnel. Regularly monitor analytics to see how your video strategy is performing and tweak elements to maximise its impact. Video SEO is an ongoing process, but it’s well worth the effort.
Why Video Steals the Show
Let’s cut to the chase:
Less Work for More– Content Repurposing
It’s a no-brainer—videos can be produced in far less time than written blogs. A TikTok, for example, can go from ideation to creation in under 30 minutes. Whether you create one long video or several short ones, these can be easily repurposed into written content later, like blog posts or LinkedIn updates. The time investment for video creation is significantly lower than the time spent writing and reviewing written content. And here’s the kicker: your audience feels the same way—they’re more likely to engage with video content because it’s quicker to consume.
Improves Audience Retention
Who doesn’t love something visually appealing? Videos that are both funny and informative are far more likely to capture attention than a lengthy white paper. With a compelling hook or a teaser of the best parts within the first 10 seconds, you instantly engage your audience. This approach makes it easier to keep viewers interested and encourages them to stay for the entire video.
Improve Engagement Metrics
Videos are quicker to consume, which means your audience stays more engaged. Whether they’re watching actively or letting it play in the background, they’re absorbing your message. This makes video content more memorable and increases the chances of it sticking, compared to visitors who find your content through organic search. Plus, through video, you can easily direct viewers to your website, offering them a deeper understanding of your brand and encouraging them to invest in your products or services.
Humanises Your Brand
Most importantly, video lets your audience see the faces behind your brand. It allows you to connect on a personal level, showing the people, values, and personality that makes your brand different from others. Whether it’s through behind-the-scenes footage, interviews, or casual discussions, video creates a sense of authenticity and trust. This human element helps build stronger relationships with your audience, making them feel more connected to your brand and more likely to engage with your products or services.
Ready, Set Record
It’s clear that the future of marketing is visual, and if you’re not already adopting a video-first strategy, get on it ASAP. Whether it’s short-form clips for social media, explainer videos for your website, or in-depth tutorials, incorporating video into your marketing plan can significantly enhance your brand’s visibility and credibility faster than text or static visuals ever could.
Don’t wait until you’re playing catch-up—start leveraging the power of video today and stay ahead of the curve.