Video marketing is the ultimate trend on the internet. Videos are a website visitor magnet! But what seems like a magical thing actually has some logical reasons.
Wistia, our video hosting service, made a study with their own videos on their pages and discovered that videos increase the time on page rate more than double that on a site without a video. And we can tell you why!
First things first. Why is the time on page rate so important?
To say it plainly, because it enhances your SEO (Search Engine Optimization). If your website has a good SEO structure, then it will most likely appear first in the major search engines, including Google. Paying attention to your SEO is key if you want to get discovered!
Although the actual algorithm that defines which pages rank first is a secret, there are lots of metrics that are known to take an important part in it. Turns out that the average time spent on your pages is one of those: if people spend more time on your site, Google interprets this as interesting and ranks your site higher on their search results page.
For instance, if you watch this video, you would be helping our analytics, too. ;)
Okay, now that we’ve got the importance of the time spent on a page straight, let us focus on how Wistia investigated their own site to find out that videos boost the time spent on pages.
What they did was analyze the time spent on pages for 100 pages from June 2013 to July 2016 with the most traffic. The results were; a much higher concentration of pages with video and higher time on page rate numbers than for pages without video. On average, people spent 2.6x more time on pages with video than without.
How do videos help?
Videos are a great engagement tool. They rely on visuals, animation, music, voiceovers and sound effects to tell a story, which makes them an awesome pedagogic resource. The truth is, we are evolutionarily adapted to quickly respond to the combination of images, sounds, and motion. About 90% of the information that our minds pick up is graphic and it has been shown that we process visuals 60,000 times faster than text. The result is that videos allow us to explain complex ideas simply, to any number of people anywhere in the world.
On top of that, with an explainer video you can address your customer’s key pain points and tell them how your product or service can help them resolve their issue. An interesting video has the power to be in your customer’s shoes and help them feel identified with the characters and situations onscreen. This accounts for high engagement rates as well.
A high engagement rate also means improved recollection of your brand. Take into account that emotion has a lot to do with memory. As a matter of fact, long page stays are also great in this aspect: the longer people spend engaged with your content, the more time they have to familiarize themselves with your brand.
So are you still doubting on enhancing your marketing strategy with videos? We’d say you should go for it, there is a reason why more and more videos are being watched online each day! A good place to start is by having your own custom explainer video. Learn more about Why Explainer Videos are the Greatest Marketing Tool to find out more about how they can help your business reach the stars. See you around!