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Increase your levels of engagement with video

Blog post written by Dave Henson | 30 September 2015 | Category: Video

It is not an over-exaggeration to say that most websites could benefit hugely with the addition of video.

A study in 2014 by Demand Metric showed that visitors watch video just because it’s video - a claim no other content type can make. That is to say, the allure of this medium means people need far less encouragement to click a Play button than to read a carefully crafted article or view an image gallery. The efficacy of video as a marketing tool is also confirmed by this report. 71% of those surveyed said it performed better for them compared with other content types.

These two facts show that if you’re not using video, you probably should be. If nothing else, it can add interest, interactivity and personality to your website. For example, Novamedia produced a website for a financial planning advisor earlier this year - www.ashleylawwesterham.co.uk.The client commissioned a series of short videos each answering a particular question, which we then embedded on his website. The videos show him in his office, with clients, with his dog in the garden, shots of the location of his office, and crucially he provides the voiceovers. These videos are effective for two reasons - firstly, they add more interest to the site and keep visitors browsing for longer, and secondly they show the person behind the business. For small businesses which need an edge, this personal touch is important and it’s something which video does very well.

But what about the cost?

Like anything, video can be costly, but it doesn’t have to be. If you want ‘Spielbergian’ levels of production, layers of special effects, or if you decide to hire professional script-writers and a number of cameramen then of course your costs will soar. At the other extreme, it is possible to create a passable marketing video using only a smartphone and an external microphone. In other words, how much you spend depends on what you want to do but crucially, video is now a medium which is open to everybody.

For example, we shot and edited the video shown below for Provender Nurseries using a smart phone, flip-camera and external microphone. Adding in some neat titles at the start and end and overlaying a stock music track helped to bring the video to life.

But we’ve also produced videos that have required higher-end equipment such as interviews where it’s essential to use a good quality microphone and we are becoming more and more involved in video work bot shooting and editing as people realise the value of moving images on their levels of customer engagement.