Video content: why is it needed on a website

Video content on a website is video clips that are placed on the website pages in addition to other content, such as texts and images. Videos can be published directly on the website or placed on a third-party hosting and embedded on the company's resource pages.

People like to watch videos. There are business areas where it is almost impossible to advance without video content: software, training, online games, beauty industry, etc.

It is more difficult to find niches in which the presence or absence of video on the site does not play any role. Design and production can be partially attributed to them.

What tasks does video content solve?

• Increased engagement. Video attracts users' attention much more effectively than text. Dynamic images and sound hold attention longer, which increases visitor engagement and time spent on the site.
• Improved perception. Video is a great way to explain complex things in simple, understandable language. Product demonstrations, step-by-step instructions, tutorials - all of these are better perceived visually.
• Increased Conversion: Videos that demonstrate the benefits of a product or service can significantly increase the likelihood of making a purchase or other target action.
• Improve SEO: Video content helps improve your site's position in search results, especially if the video is optimized for keywords. 
• Building trust. Video allows you to show the “human face” of a company, introduce the audience to the team, demonstrate the production or work process, which helps increase trust in the brand.
• Improved user experience: Well-chosen videos make site navigation more intuitive and enjoyable.
• Demonstrate expertise. Videos featuring experts in your field demonstrate your brand's competence and authority.

Types of video content

• Company videos: These videos help audiences better understand the company's mission, values, and history.
• Interviews and speeches: videos featuring experts and company employees, as well as interesting personalities, help build trust with the audience.
• Entertainment videos: Videos that contain funny moments or interesting facts create a positive image of the company and attract the attention of users.
• Product reviews: Videos that showcase products or services help potential customers make purchasing decisions.
• Educational videos (lessons, instructions and master classes) help users better understand a product or service and learn how to use it.
• Thematic collections: collections of videos on specific topics, for example, “Top 10 tips for hand skin care”, “What to give a 10-year-old boy for his birthday”, can be useful for site visitors and motivate them to make a purchase.
• Video customer testimonials: 
  - videos with real testimonials from satisfied customers demonstrating the benefits of your product or service;
  - cases and success stories that help build trust and increase audience loyalty.
• Live broadcasts (streams):
  - live broadcasts showing announcements of new products, promotions or product unpacking;
  - live broadcasts of events, press conferences or webinars.
• Video ads and promotions:
  - videos that tell about special offers, discounts, promotions or sales;
  - video advertising at the start of campaigns or seasonal offers.
• Storytelling:
  - videos that tell the story of a company, its mission, values ​​and philosophy;
  - using the narrative format to create an emotional connection with customers.

Benefits of Video Content

• Memorable format. Video works with two channels of perception: visual and auditory. Thanks to this, information is better absorbed and remembered. Imagine: you watch a funny video about a product, hear live music and see bright pictures. The chances that you will remember it and return to it later are much higher than if you just read about it in the text.
• Fast and clear transmission of information. Video as a bright illustration that helps to understand complex things quickly and easily. Imagine that you want to explain how a complex mechanism works. A video with animation or demonstration makes it much easier than a long text with technical terms.
• Increased brand trust. Video helps establish closer contact with the audience. By showing the production process, the team of specialists and the manager, you make your brand more honest and open, which increases customer trust.
• Mobile-friendliness. Nowadays, most people use smartphones with small screens. Watching videos on such a screen is much more comfortable than reading long texts.
• The opportunity to influence the format of presentation and impression due to the charisma and artistry of the presenter.

Impact of video content on SEO

Video content is not just a trend, but a real revolution in the world of SEO. In an era when users gravitate towards visual content, properly optimized video becomes the key to increasing the visibility of your site. Let's look at how videos in SEO can not only attract attention, but also significantly improve your positions in search engines.

The Importance of Video in Modern Internet Marketing

Video content significantly increases user engagement. Video holds attention longer than text or images and encourages viewers to take action. Companies that use videos on their pages report increased conversions.

Short and informative videos can effectively showcase the benefits of products, creating trust and buying desire in potential customers.

Video as a ranking factor in search engines

Search engines take into account the presence of video content when ranking websites. Video improves behavioral metrics, such as time spent on the page and the number of clicks. This, in turn, has a positive effect on the site's position in search results.

Video not only attracts users, but also encourages them to engage with the content more deeply, which signals to search engines that the site is of high value.

Metadata: Tags, Titles, Descriptions and Their Meaning

Metadata plays a key role in optimizing videos for SEO. Tags, titles, and descriptions provide search engines with information about the content of your video.

Choosing the right keywords and including them in your metadata can help improve your video's search rankings.

The title should be informative and contain the main keywords, and the description should be detailed and attention-grabbing, not only to satisfy the requirements of search engines, but also to interest potential viewers.

Embedded Transcriptions: How and Why It Works

Embedded transcripts are text transcripts of the audio content of a video. They play an important role in improving SEO because they provide search engines with the full text of the video that can be indexed.

Transcriptions make your content accessible to a wider audience, including people with hearing disabilities, and increase user engagement.

Including transcriptions helps increase time spent on page and improve behavioral factors, which in turn has a positive effect on SEO.

Basic rules of modern video production

The peculiarity of video content is that creating a high-quality video that will attract the attention of the audience requires time, resources and skills. A blurry video with bad sound is more likely to cause a negative reaction from site visitors, so it is necessary to invest in the development of video content.

Here are some key factors for creating video content

• Setting Goals: Before you start filming, you need to clearly define what you want to achieve with your video.
• Script development. At this stage, the concept of the video is created, its style, mood and main idea are determined. 
• Selecting a character. It is not necessary to hire a professional actor or announcer for this role; the task can be assigned to one of the employees. It is important that the presenter is sincere and real, this creates a sense of closeness and trust in users.
• Choice of format and style. It could be a short commercial, a long interview, an animated film, a screen recording, and more.
• Lighting. To shoot a quality video, take care of the lighting. 
• Good audio quality. After making a test take, watch it carefully, check that the sound and image meet your requirements.

Conclusion:

Video content is a powerful tool that helps attract and retain the attention of your audience on your website. Many companies actively use video content to improve the position of their sites in search engines, increase brand trust, and increase sales.

Creating quality videos takes time and effort, but the results can greatly impact the success of your business.

The main thing is to correctly define the goals you want to achieve and choose a format that will be most effective for your audience and your business.