Using video has completely changed how online users interact with digital content.
A number of factors have given rise to this medium from faster Internet connections to mobile devices with video recording capabilities. Video sharing sites such as YouTube have also played an important role by making it effortless to upload and share content to a global audience. This platform now boasts over a billion users who cumulatively watch hundreds of millions of hours every day.
One thing is clear: more people are consuming online video, and it continues to remains an especially popular content type on social networks.
A block of text won’t have the same impact as a photo or video. According to data from Simply Measured, shares of videos on Facebook increased by 43% in one quarter. The social giant has since gone to great lengths to display more video content for users as they browse their feed.
Featuring videos on your own site offers a number of advantages beyond extending your social network. They include:
- Increased engagement with your audience
- Brand differentiation from your competitors
- Fresh and interesting content
- More conversions
The last one is certainly worth paying more attention to. Numerous case studies have shown that videos on landing pages have a positive impact on conversion rates.
Embedding videos on a WordPress site is nothing new. That feature has been available for several years now. But as video consumption continues to rise, we can expect to see more functionality built into WordPress to take advantage of this growing trend.
One new feature that comes with the latest version of WordPress is the built-in video header option. In the default theme, the header now supports images and videos. If your video is uploaded to YouTube, you could even insert the URL in the appropriate field.
Many developers have immediately jumped on this feature with many new themes offering this option. This is only one example of how videos can be used to add a dynamic element to your site.
Here we detail several ways to grab attention with your WordPress site using video.
1. Drive conversions with explainer videos
Attention spans are short on the web. Consumers are constantly bombarded by a stream of notifications and other distractions all vying for their attention. According to data from the Nielsen Norman Group, the average page visit lasts less than a minute. Online users often decide within the first few seconds whether to leave a site.
This matters because it means you have a very short window to capture their attention before they’re lost forever. One way then to increase engagement and get visitors to stay on your pages is with an explainer video.
Explainer videos are exactly what they sound like. They’re short videos (typically only one or two minutes long) that describe a product or service in more detail. Dropbox has used explainer videos to great effect and was able to boost conversions by 10%. Other companies have seen similar positive results.
Using an explainer video on the home or landing pages of your WordPress site can deliver excellent results for your business. Even if you are on a tight budget, you can still get great results with whiteboard animation videos.
2. Increase engagement with product videos
Buying online is a fast and convenient way to have products sent right to your home.
But the shopping experience is simply not the same as if you were in a department store. You can’t physically hold the product in your hand and you can’t call a representative over for help. Still, e-commerce is a massive industry that has seen explosive growth over the past decade with no signs of slowing down.
Just as videos can produce great results on landing pages, the same can be said for product pages. If you have an e-commerce store, you’ll want to include videos as part of your customer acquisition strategy.
StacksAndStacks.com is an online retailer of home storage and organisation product. Since adding product videos to their shopping pages, the company has reported that visitors who watched a video were 144% more likely to add a product to their shopping cart than those who didn’t.
Here is an example for one of their products:
Right below a detailed description, they have a short video which describes the product in more detail and how customers benefit from their purchase. Adding videos to your own product pages can produce a huge lift in conversions.
3. Build social proof with testimonials
Testimonials are a powerful form of social proof.
Imagine you were comparing two businesses to shop from. One has received favorable reviews while the other has tons of one to two star reviews. In this case, no one would blame you for choosing the first business.
This example demonstrates the impact of social proof as it is a powerful marketing tactic that some of the largest companies use to sway prospects to buy. Here is an example of social proof in action from Dropbox’s business page:
Dropbox not only displays a specific figure (200,000 businesses), but also includes a written testimonial from one of the companies. Take it a step further by including a video testimonial from your customers.
One example is from ChowNow which features video testimonials from its customers. This kind of social proof is incredibly powerful and can drive more sales to your business.
4. Educate with instructional videos
Content marketing is defined as the following:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
The key terms here are valuable and relevant.
By consistently pushing quality content, you can build a large following and drive more traffic to your site. It also distinguishes your brand from your competitors. Using video can accomplish both.
Video is an excellent medium for providing instruction about a topic as there are some things that are easier for viewers to visualize. Here is an example of a home improvement instructional video from Bob Villa.
These are also the type of videos that are perfectly suited for YouTube. Uploading instructional videos to this network can drive more traffic to your pages and increase brand awareness.
5. Review relevant products in your industry
Video also translates well for product reviews.
But you would obviously need to target products that are relevant to your target audience. For example, if your store is an electronics retailer, you could do video reviews on the latest products and upload those to your site with a link to the product page. That way visitors can easily add that product to their shopping carts.
Here is an example from TechCrunch, a blog on the latest in tech, which has a page dedicated entirely to video product reviews. You can then upload any video reviews you make to your YouTube channel and drive targeted traffic to your site.
6. Feature user-generated content
What started as a surfing trip and an idea to capture action photos soon expanded into a billion dollar business. GoPro is now a name that is synonymous with action cameras, widely used across a whole multitude of sports to capture stunning events as well.
These cameras are also hugely popular for traveler who often capture and share their content to their social platform of choice.
GoPro features many of these user generated videos on its site.
Including user generated content on your pages as illustrated above is not only a great way to show off your products but it also builds credibility with your target audience.
7. Generate leads with webinars
Webinars require a great deal of planning and preparation. But the payoff can be significant as it’s an effective way to connect with your target audience and establish your company as an industry leader.
Here is an example from Market to which regularly holds webinars on a range of marketing topics. Clicking through to one of them takes visitors to a landing page where they can learn more about the upcoming webinar and sign up for it. This is an incredibly valuable lead as this individual can then be put on an email list and notified whenever new webinars or products are released.
Video is a powerful medium which is able to convey more information in a way that plain text can’t. Other ideas for using video on your WordPress site also include:
- Sharing a behind-the-scenes look of your company
- Covering the latest industry news and events
- Holding a question and answer session
- Interviewing leading industry experts
- Re-sharing videos to your social media profiles
All of which are proven ways to increase your reach and drive measurable results.
It’s never been easier to implement this content type into your own digital marketing. Regardless of how you plan to use video, the end goal should always be to engage with your visitors by providing quality and relevant content.