Video content is one of the most impactful ways to connect with your audience online. They immediately capture attention and communicate your brand’s value, giving viewers a sense of who you are and setting them up with the right context for engaging with the rest of your website. Here’s a great example we did for Trillium Engineering!
Reasons to include video content on your website:
- Enhanced Engagement: Videos capture attention faster than text or images and hold it longer. They simplify complex ideas and make your message memorable.
- Improved SEO: Websites with video content often rank higher on search engines. Google prioritizes rich media, making videos a key factor in improving online visibility.
- Increased Conversion Rates: Adding a video to your homepage or product pages can boost conversion rates by demonstrating your value in an engaging and accessible way.
- Better Brand Retention: Viewers retain 95% of a message when they watch it in a video compared to just 10% when reading it in text.
- Improved Brand Reputation: High-quality video content signals professionalism and expertise, lending credibility to your brand. There’s often a perception that only established brands produce great video content—and your website can benefit from that association.
Types of Videos to Showcase Your Brand
Think of your brand as a verb—what action does it inspire? Use video to show your business in motion and give life to your messaging. Here are some ideas:
- Behind-the-Scenes: Build trust and authenticity by showcasing your team, processes, or culture.
- Product Demos: Highlight how your products or services work in real life.
- Client Testimonials: Share stories from satisfied customers to boost credibility.
- Explainer Videos: Simplify complex concepts in a visually engaging way.
- Event Coverage: Capture and share live events to connect with your audience.
Frequently Asked Questions
Start by assessing what assets you already have.
Do you have existing footage, photos, or other content that could be repurposed? Next, consider who on your team has the skills or capacity to help with the project—this could include creative staff, marketers, or anyone with video editing experience.
Then, collaborate with a video director to develop a plan leveraging your internal and external resources. This process includes three key stages:
Pre-production planning: Define your goals, script, and storyboard while identifying the necessary resources and responsibilities.
Production: Capture high-quality visuals and sound, ensuring they align with your brand.
Post-production: Edit and optimize the footage into a polished video that fits seamlessly with your website and other marketing channels.
Integrating video into your site is straightforward:
Upload to your host: Use your Content Management System (WordPress, Shopify, Squarespace, etc.) to embed videos directly. If you choose to upload directly to your website, ensure the file size is as small as possible without loosing quality.
Third-party platforms: Upload to YouTube or Vimeo and embed the link for better load times and sharing.
A smaller frame rate, like 24 or 30 frames per second, will give the video a smooth look, and a 16:9 ratio creates the best experience for desktop users but will require checking the mobile experience to ensure it works. The best approach is to edit the video to allow for cropping on all sides.
The MP4 format is widely supported and balances high quality with manageable file sizes, ensuring quick loading without sacrificing visual appeal.
Background videos create a striking visual impact when done right. Ensure they are:
Subtle and loopable.
Non-distracting.
Aligned with your brand’s identity and website messaging.
Making the Most of Your Video Content
Adding video content to your website might seem daunting, but with the right director and team, you can do it.
You can transform existing content or footage into a polished video that reflects your brand and captures your audience. Once created, these videos serve your website and can be repurposed for social media, email campaigns, and ads, maximizing your investment and extending your reach.
Caitlin Dyk
Esther Fraser