We understand the advantages and features of video content for websites. We tell about popular types and formats of videos and give instructions on creating videos.
What is video content
Advantages over other types of content
Types of video content
Popular formats
Development and creation of video content
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What is video content
Table of Contents
Video content is clips that are placed on the website pages in addition to other content, such as texts and images. Videos can be published directly on the website or placed on a third-party hosting and embedded on the company’s resource pages. For example, YouTube and Vimeo provide this option.
Video content can be of different formats and content depending on the goal to be achieved. They can be divided into three categories:
1. Informing
Telling about the company, its products or services.
2. Training
Demonstrating product use cases.
3. Image
Forming and maintaining the brand image.
The peculiarity of video content is that creating a high-quality video that will attract the attention of the audience requires time, resources and skills. A blurry video with bad sound is more likely to cause a negative reaction from site visitors, so it is necessary to invest in the development of video content. It is also important to take into account the technical requirements for posting a video on a site and ensure fast loading of the video for the convenience of users.
You can learn how to use video and other tools to promote your brand correctly on the course “Content Marketer” . During the training, students learn in practice how to create content projects for business from scratch and analyze their effectiveness. And upon completion of the training, they have five cases in their portfolio and receive help in finding a job.
Advantages over other types of content
Video content has a number of advantages over images and texts.
● Attracting the audience’s attention
Videos are often more interesting and memorable than static content. In addition, many users find it easier to watch a video about a product than to read its description.
● Improving website positions
Video content helps with SEO promotion of a website in search engines by adding keywords to descriptions and tags. In addition, when watching videos, visitors spend more time on the site, which affects behavioral ranking factors in search engines.
● Demonstration of products and services
Video allows you to clearly show how a product looks and works, which can motivate viewers to buy. For example, a Hubspot study confirms that 2/3 of people are more likely to buy a product if they watch a video about it.
● Education
Video tutorials and instructions can help users better understand a product and learn how to use it. These video content tools are especially useful for promoting complex products, such as technology or services.
● Increased trust. By seeing a product in action in a video, potential customers can better understand it, gain trust, and place an order.
Types of video content
Let’s look at the main types of videos for websites.
● Company videos
Videos that highlight a company’s mission, values, and history can help audiences better understand the brand.
● Interviews and speeches
Video content with experts, speeches by company employees or other interesting people helps to increase brand awareness and build trust with the audience.
● Entertainment videos
They can include funny moments or interesting facts, as well as viral content. Such videos work to create a positive brand image and attract the attention of the audience.
● Product reviews
Video reviews of a company’s products or services can help potential customers make a purchasing decision.
● Educational videos
These include types of video content such as tutorials, how-tos, and master classes. They help users better understand a product or service and learn how to use it.
● Thematic collections
Video collections on a specific topic, such as “Top 10 Skincare Tips” or “How to Choose the Perfect Gift,” can be useful for website visitors and motivate them to purchase products or services.
● Social videos
They help to tell about a social problem and how the company treats it.
Popular formats
First of all, video content formats for a website can be divided by aspect ratio:
● Horizontal videos
The classic 16:9 format, which is used in movies and on video hosting sites, is well suited for watching videos on laptops and computers in full-screen mode.
● Vertical videos
9:16 videos are familiar to users from social networks and are convenient because they allow you to watch videos from your smartphone without turning the device.
In addition, there are several popular video content formats that are often used on company websites today.
● Picture-in-picture format
These videos are two videos superimposed on each other, which can show different angles of the same event. It is often used in such types of video content as sports broadcasts and reports.
● Screencast
Broadcast of the screen as the user sees it. The format allows you to demonstrate specific actions, such as the operation or configuration of a program.
● 360° video
These are divided into two categories: product videos and first-person videos. In the first case, the camera films the product in a circle, allowing you to see it from all sides. In the second, viewers are immersed in what is happening on the video and see everything around them. This format is used, for example, to create apartment tours.
● Animations and infographics
This video content format is often used to visualize complex processes to make the information more understandable and memorable.
● Live broadcasts and broadcasts
For example, this could be a webinar or presentation. This video content format is used to increase the level of trust and audience engagement.
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Development and creation of video content
Creating videos for your website requires careful planning and preparation. Here are a few steps to help you develop quality video content:
1. Defining goals and objectives
Before you start filming a video, you need to understand what it is trying to achieve. It could be to increase brand awareness, attract new customers, or educate your audience.
2. Choosing a topic and format
You need to think about what the video will be about and what format would be best for the target audience. For example, it could be a training video, a product review, or an interview with an expert.
3. Preparing a script
Before filming, you need to write a detailed script for the video, think through all the key points and dialogues. It is important not to forget that the script should match the purpose of the video.
4. Choosing a location for filming
It should match the topic of the video. For example, a training video on using an air grill will require a kitchen. It is important that the filming location is spacious and bright enough.
5. Preparing equipment
To create high-quality video content, you will need good equipment. Sometimes you can use a smartphone with a good camera to film a video. However, you cannot do without a microphone and lighting equipment.
6. Assembling a team
Several people often participate in the preparation of video content to ensure a high-quality result. For example, a professional cameraman can take advantageous shots of a person or product from several angles, and a makeup artist can make sure that the hero’s face does not shine in the frame.
7. Filming
When recording a video, it is useful to check the script so as not to miss important moments that need to be filmed. It is also necessary to monitor the timing so that the video creation process does not drag on for the whole day.
8. Video editing
After filming, you need to edit the video to remove unnecessary frames, add transitions and effects, and adjust the sound. It is also useful to add subtitles so that those watching the video without sound can understand the essence of the video.
9. Publishing the video on the website
When uploading video content, it is important to write meta tags – add titles and a description so that the video is ranked by search engines and gets into the search results for the desired query. It is also important to make sure that the video is displayed normally on different devices.
