Leading brands constantly look for ways to set their website apart from the competition and reach individual users in more immersive and efficient ways. There's no better way to accomplish these goals currently than with video in web design.
How to Use Video in Web Design
It's nearly impossible to overstate the value of video in the digital landscape. It yields a number of key benefits, including the ability to humanize your brand and engage with prospective customers as well as existing clients on an intimate level.
"Through the use of video, your users feel one step closer to 'knowing' your business, your products and/or your service," says Vil Thong of Bliss Media. "They get to engage with your brand, planting those all important seeds of loyalty."
Whether it's obvious to you or not, there are dozens of ways to integrate video into your web design efforts. Check out a few of the better options you have at your disposal.
- Background Video
If you're going to spend the money on video, you want to make sure it's prominently displayed on your website. Many businesses accomplish this by incorporating background video into homepages and landing pages.
The key with background video is to keep things smooth and seamless. Too much motion or vivid imagery will distract from the content.
It's also essential that autoplay videos don't automatically play sound. If the video is accompanied by sound, keep it turned off and give the user the option to unmute.
- Drone Video
If you're looking for that "wow" factor, you may want to invest in some drone video footage. Used in the right manner, it can be breathtaking and highly immersive.
Canterbury School, a college preparatory academy located in Milford, Connecticut, offers a perfect example of what drone video can do for a website when employed in a smart manner. (It's also worth pointing out that this drone video doubles as background video, which makes it even more engaging.)
- Explainer Videos
If you can find a way to use explainer videos in your web design and content strategy, you'll probably see positive results. According to marketer Jesica Mraz, "An explainer video is a short animated video that focuses on explaining a business idea in a simple, engaging and compelling way, by using a clear and concise language; appealing and attractive visuals that quickly grab the viewer's attention."
Businesses that have compelling explainer videos tend to see great success in the contemporary digital landscape, where social media shares lead to viral opportunities. We've seen this with a number of brands recently, including Dollar Shave Club and Poo Pourri.
As you know, social proof is highly valuable in terms of sales and marketing. But are you aware that testimonial videos from your customers and clients are one of the most effective forms of social proof around?
Video testimonials work because they're authentic, forthcoming, and immersive. For a prospective customer, there's something powerful about seeing someone else share their experiences and provide recommendations.
The temptation, from a branding point of view, is to script and edit these videos, but they're far more effective when you can let clients speak off the cuff and edit only for smooth transitions.
Put Video to Work for Your Brand
For a number of years, video was a secret weapon that successful brands used to cut through saturated channels and engage their audiences. It's no longer a secret weapon, but video remains powerful and effective.
By integrating it into your current web design strategy, you can expect to see higher levels of interaction, lower bounce rates, and steady increases in brand equity.