Three key components of adding video to a website

A recent report by US-based video specialist Invodo and consultancy The E-tailing Group underlined that videos are integral to the buying decision. It found that a third of consumers bought products from a website as a result of being influenced by a product video, with 44 percent confirming they felt more “engaged” with a brand thanks to the product videos it produced.

For companies thinking of adding video to their websites, Invodo produced the Three-Step Consideration Set; below are just a few of its tips:

1. The first consideration is internal: as with any major project, the right people need to be involved from the start. Invodo recommends finding out how to present a business case for video across all departments; working out available budget and knowing how much time you can devote to video before jumping feet first.

2. Brand values come next: determine the business objectives you wish to achieve with video—increase sales, brand awareness, SEO—and work out what type of video best aligns with those objectives. For example, a cosmetics marketer may choose to create videos showing how to create perfectly shaped eyebrows to establish its expertise, while a seller of fridges might use the video to show the product in a kitchen setting to help the user visualise dimensions, explain its benefits and give a quick demonstration. Other considerations include choosing the right presenters--how many do you need and are they product experts or representatives from your target market, as well as the choice of music and voiceover. Importantly at this stage, you need to know exactly who is going to produce the video.

3. Which leads us to execution and performance: Invodo advises assessing where on your website—aside from product pages—you should include video; how to use the videos to maximise your social reach as well as organic traffic and how to continually optimise the performance of your video assets.

For more on adding video to your website, read:

• Video is key to buying decisions
  
  
• Online video watched by 34.2 million UK internet users
  
  
• Nine easy steps to online video success
  
  
• Becoming video savvy