Written by: Ashley Furst
We’ve all been there. You’re redoing your website and you’ve gathered beautiful photos and created thoughtful text that describes the value of your business. But, does it feel like “something” might still be missing? That “something” could be a short introduction video.
As we’ve mentioned, the internet is constantly changing and the content that catches users’ attention has to adapt to be creative, eye-catching and engaging. Creating an intro video will grab your audience’s attention and show what your business is about and what you offer. (Kudos to you if you’re already incorporating video marketing in your social media efforts too!)
What is an Intro Video and What Should it Include?
Think of an intro video as a “snapshot” of your business. It should be approximately 30 to 60 seconds and explain exactly what your business does, what product or service you offer, and why people should buy it. Intro videos should be one of the first pieces of content users see (read: on the front page of your brand new, redesigned website!), so you want to make sure that you not only include the most important points about your business, but also create that connection with the customer that generates some excitement. A great intro video will reflect your business and its personality, inform your audience, and leave them wanting to know more. Also something to keep in mind: the average video is abandoned by 20% of users within the first ten seconds, so you’ll need to capture your audience’s attention within the first five to ten seconds. No pressure.
What Are the Benefits of an Intro Video?
By using an intro video, your website instantly becomes more interactive. Although there are certain visitors who may prefer to read text, the majority of people who land on your site will gladly watch a short video to learn more about your company rather than reading two paragraphs of text. Just remember to keep the video short and sweet – the short attention span of internet users is a real thing!
Intro videos also allow you to efficiently demonstrate what your business does or offers in ways that text alone might not be able too (remember- you want to create a connection!) You can use your video to briefly show how your product or service works, and an intro video will get your message across without “boring” your visitor. Holding their interest throughout the video will increase the chances they will contact you or buy your product and become a (loyal) customer.
Did you also know that Google search results actually prioritize websites that have a YouTube embedded video? Some studies have even found that a website is 53 times more likely to show up on the first page of search results on Google if it has an embedded video. Be sure the title of your video is well written and keyword rich as well (we love this online tool for title optimization).
If your website has a high bounce rate, it could be because visitors are not finding the answers they need right away. An intro video can provide direct, easy answers about your business. A website that has an intro video could see visitors staying longer on each page and the website as a whole. A video encourages engagement on the website- prompting people to learn more about your product or service.
General Tips to Keep in Mind
- The viewer will want to know what your business can do for them – how can you help them with a problem they already have or make them realize they have a problem that they didn’t know about and YOU can help? Keep in mind why visitors are coming to your site and be sure to clearly offer a solution to that problem
- Consider answering common questions that customers have come to your business with. Having a running list of these questions that you can address not only in your intro video, but also in future videos. This will ensure you always have fresh content to put out!
- Always draft a script for your video. Start by making a bullet point list with all of the topics you want to touch on, and start with a short introduction and end with a clear call to action (CTA)- a video without a call to action is a video without a purpose! Don’t make your CTA something generic, consider offering a free guide or redirect them to a landing page on your website. CTA messages should be clear and easy to follow, and be sure to reinforce the CTA by having the text overlaid in the video that repeats what you are saying.
- Videos that are funny or emotional tend to have higher engagement rates, so be creative with your script! Also, a great “template” to follow for your script is: Short Introduction→ Main Message→ Details→ Call to Action
Video engagement isn’t the future- It’s NOW! Missing out on video means you’re missing out on potential customers. Here at SocialKNX we can help you come up with creative content and ideas for your video marketing needs to ensure your content is always engaging and up to date.
Related: Does Your Website Evoke Trust?