Post by Caterina Merenda, Marketing Specialist
Many companies debate whether or not to add video content to their website. Creating and editing videos can be costly – and who’s to say anyone will even watch? Based on our findings, we think you should host videos on your site, and there are convincing reasons why:
But first – do users even watch the videos on a company product page?
Well, not entirely. But, that’s not necessarily a bad thing.
According to ReelSEO, video placement on product pages is a fairly new concept. You may or may not have users watching your video. If the consumer is intrigued by your product, they may watch the video for more information – and these are the people that are most likely to continue with a purchase. Others may not have the time to sit through a video when they can just skim through reviews and details on their own time.
The interesting thing about all this, as ReelSEO points out, is that even if the user doesn’t watch the video and has no interest in viewing it, they’re still more likely to buy the product. But, why?
What’s the point of featuring a video and spending the money to create, edit and direct the video? (No matter how short and simple, creating videos is still an expense). ReelSEO points out two main points of rationale for why users are more likely to buy your product if a video is attached to the page:
- A video shows that there’s enough information on your product to actually produce a video. You’re not relying on a small amount of details and dimensions, but instead, you’re relying on actual evidence that this product works. By demonstrating this in a video, whether or not the consumer actually watches it, you prove that there is a substantial amount of research and integrity behind that product.
- You’ve gained their trust. You’re being quite transparent by placing a video about your product on the product page. Your users may not watch the video, but guess what? – They have the option to, which counts for a lot more than not having anything up at all.
In the grand scheme of things, it doesn’t matter how long the user plays the video. According to Single Grain, 80% of viewers watch up to the 30 second mark on videos that are under one minute long. The longer the videos, the lower retention throughout the video. You’ll never have complete retention from your viewers. Not everyone is going to sit through your video, long or short.
But, you do have a target audience and a product to propose. Using information based on your target audience, you can create a video that will relate best with that demographic. This will keep your users engaged, whether or not they actually finish the video (or even watch it to begin with).
So, how do I optimize a native-site video?
- Create a video sitemap. That is, if you don’t already have one. When Google crawls your page, you want to make sure the bots know you have a video somewhere within your site. With that said, you need to create a video sitemap. If you’re using YouTube or Vimeo to create your video, this Moz.com guide can help you with specific steps to get started.
- Add social sharing buttons. If you’re using YouTube (especially), you want to make sure your video is known. Give it some type of presence on social media. The more users watch your video, the better chance your video has to rank.
- Enlist subscribers. This goes hand-in-hand with recruiting more and more people to watch your video. If your brand has a channel on YouTube, try and get consumers to subscribe. That way, any new videos you upload will pop up on their playlist.
- Use Schema.org. Take advantage of this site, which was created by Google, Yahoo! And Bing. Schema.org is an “HTML markup” that provides in-depth information to the Google bots regarding your video – specifically, it will help describe your video and its content.
So, sure – consumers may not always watch a product video you’ve listed, but it does have an influence on their buying decisions. And although not everyone will watch, it’s still important to optimize your video and share it across social platforms to increase visibility and engagement. Optimizing your video will help the Google bots better index your page, which will help you rank higher. This will help drive more traffic to your page, which will help influence consumers to invest their time and money in your product/service. Pretty simple, right? Start launching those videos, folks!