Chris Barling outlines how firms can wow potential clients and win new business by using video on their company websites.
Viewing videos online is on the rise. According to ComScore, in early 2010 an amazing 5.5bn videos were watched in the UK in one month alone. The growth rate of 37% year-on-year shows no signs of slowing down. It's a true phenomenon.
The video opportunity The harder you look at the subject, the more you see reasons for using web-based video. In fact, there is an opportunity for using it at practically every touch point with both prospects and customers. Adding video to your site has some parallels with the transition from radio to television. Video feels closer. Personality and charisma, if you've got it, is much easier to communicate. Visual effects are better at communicating complex information and they are more likely to click on a video link than read mountains of text. Modern society demands speed, simplicity and enjoyment: video ticks the boxes. Videos are typically consumed by a younger demographic and present a great opportunity to reach that age. A video is one way, but can be played "on-demand" so anyone interested can view it at any time, pause and re-watch at will. Done right, video will be a powerful tool for pretty much any business.