Suppose you have a brand video and you’re formulating a strategy about when and where to place it to make the most out of it. Just when you think of placing it on your homepage, this one thought strikes your mind— Is your homepage the place where your brand video belongs? Should it be published on some other page as well? What if it acts as a distraction to your visitors?
With changing times, it has become crucial to give it a thought if your brand video belongs on the homepage. Homepages have witnessed a lot of changes in design and functionality lately, so it might come as a dilemma to you if it can be used to place video content.
Fortunately, as marketers, we are a bit familiar with video creation as well as experimenting with their placement. Read on and take time to weigh the pros and cons of putting your video on your homepage.
When is Video the Way to Go
The days have passed when users were attracted towards vibrant and flashy landing pages. Nowadays, users are keener on having sober and informative homepages that don’t disturb their senses and quickly address their queries. That’s where the importance of placing the right video at the right place kicks in!
- Videos are a great way of conveying quick and precise information.
If you wish to create brand or product awareness using the video, posting it on your homepage is the right thing to do! Anyone who is not familiar with your company will look for you on your homepage. And because a small video is worth a thousand words, you can communicate anything you consider as most important through your video. With even a single minute of video engagement, you can ensure a good bond with the viewer if it strikes the right chord. Make sure to use an emotional video to make viewers connect instantly.
- Videos aid in visitor engagement and enhance user experience.
If you plan on increasing user engagement, placing your video on your homepage can work wonders for you. If your video is interesting enough to retain the viewer’s attention for a few minutes, you can also employ a call-to-action to assist in lead generation.
This works necessarily if your homepage is clean and clutter-free. On the other side, if your homepage is cluttered with buttons, features, or pictures, putting a video on top of it can result in a mess!
- Videos result in value-addition and reflect your brand personality.
Your homepage is the mirror of your personality. It portrays the image of your company and no amount of words can describe your personality better than a decent and informative video. Recent relevant video on your page paints a perfect picture of your brand and ensures enhanced user engagement. While publishing a video on your homepage, bear in mind that the video should be something that is adding value to the overall customer experience on your website, and develop the video accordingly.
- Video improve your website’s organic page rank.
Even if Google argues against it, it cannot be overlooked that Google itself asks to “optimize for images/video” to improve your search rank. If the video is not relevant or informative, it will do nothing for your rankings. But adding a video that is high in quality and rich in content can result in lower bounce rates and greater engagement and contributes to improving your page rankings.
Keep In Mind…
We’ve discussed a few benefits of adding video on your homepage but always bear in mind that the functionality of homepages has changed over time and certain caveats should be considered before going forward with placing your video on your homepage.
- Videos take a lot of bandwidth.
Slower websites area big no-no! If you plan on publishing your video on your homepage, make sure that it doesn’t slow down your website. Ensure that you use compressed video and avoid using your server to host it. To have your page running smoothly, make sure everything on your page loads before the video does.
- Don’t autoplay video
It was once very much in trend to use autoplay videos but with people starting to consider it annoying and distracting, this trend lost its charm gradually.
This doesn’t make it a bad idea to use video on your homepage. Just keep in mind to not publish autoplay video. Autoplaying on mute might work a little but it would be best if it requires visitors to press the play button.
- Conduct an A/B test on your videos before publishing
Videos form a great design element but it is better to check the performance of your homepage with and without your video using an A/B test. It not only helps in deciding the most suitable placement location of the video on your homepage, it also helps you determine if the video is adding value to the homepage or not.
- Give deep thought to your homepage’s main goal.
Every company designs its homepage with a certain goal in mind. Before placing a video, analyze if the video is adding to the achievement of your goal or restricting its impact. If the goals of your homepage and video are conflicting, they can result in confusing the visitors. The placement also comes into play here. If your videos focus on lead generation, you would want to place it at the bottom to ensure that a new visitor has shown interest in you upon reading content on your website and then scrolling down to learn more.
Conclusion
Just like the two sides of a coin, publishing your video on your homepage can be both-advantageous or disastrous for your website. The key is to analyze the goals and placement options thoroughly and then go for it. And if you think you need someone better informed than you on this, feel free to reach us!
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Mark Wonderlin is the visionary founder of Mosaic Media Films. He is passionate about crafting creative business videos that captivate and convert. Mark and his team stand out by creating visually stunning videos and ensuring they align seamlessly with the client’s broader marketing objectives.