Websites without Video content

 Why websites without video content are at a disadvantage

In the world of online content, video is king. In fact, it’s estimated that by 2022, 82 percent of global internet traffic will come from video streaming and downloads (Cisco 2019). That’s an incredible 88 percent increase in traffic share from 72.3 percent in 2017.

In 2017, 56 exabytes (an exabyte is equivalent to one billion gigabytes) of video content was consumed per month. By 2022, that’s predicted to have quadrupled to 240 exabytes per month.

The direction of travel is pretty clear from these statistics.

Despite this, many businesses hold out from deploying video content in their marketing strategies. While competitors are using video in their social media and on their websites, does a text-only based approach still cut it?

What are the disadvantages of not using video content in an online world that’s increasingly dominated by it?

Websites without video content will fall behind in Google rankings

A clever use of keywords and focused written content is no longer enough to ensure that your website features highly in Google rankings. The ever-evolving Google algorithms take account of a number of different factors, one of which is the amount of time that people spend on your website. This is sometimes referred to as ‘long clicks vs short clicks’. This reflects a belief that if people are spending time on your website it must contain quality content.

With online users now much more likely to access video content than its written equivalent, you stand a better chance of engaging your audience for longer with video content.

Websites without video content may lack personality

As video content becomes an increasing part of the marketing landscape, consumers are coming to expect websites to have some kind of video content for them to access. It tells them something about the brand, its values and its approach. It helps them to connect with it on an emotional level and makes it more likely that they will make a purchase.

Using video to help showcase your brand’s personality lets visitors know more about you and what you stand for. Websites without video content may find it harder to create an emotional connection with customers, and ultimately it’s emotional connection that will keep them coming back for more.

Standout from the competition

Despite the clear advantages of incorporating video content into your website, many businesses are still reluctant to do so. This may be as a result of apathy, a misunderstanding about costs, or a general feeling that video is not for them.

As video begins to dominate daily internet use, websites without video content are likely to be left behind. As things currently stand, incorporating video into your website is likely to help you stand out when compared to your immediate competitors. Going forwards, it may be that the majority of businesses use video and those that don’t will be standing out from the competition for all the wrong reasons.

Websites without video look increasingly outdated

We’ve all searched for products and services online and inadvertently found ourselves on a very dated website. It may not have been updated for well over a decade, with a static display, and other features we associate with our earliest encounters with the internet. It’s unlikely that these websites are adding much value to the company’s marketing strategy.  

As website development moves on and changes become embedded in the public psyche it’s likely that websites that don’t offer video content will be dismissed as outdated.

Websites without video can be less appealing to mobile users

If you’ve ever tried to read lengthy content on a smartphone you will know how frustrating it can be. Smartphones are ideally suited for accessing video content, and increasingly that’s what people are doing. According to research by the World Advertising Research Centre, by 2025 almost three quarters (72.6%) of internet users will access the web solely via their smartphones.

If your website doesn’t provide appealing content that’s geared towards smartphone users, then your website won’t get seen. As these trends continue, it’s likely that Google will adapt their algorithms to take account of them.

Having video content on your website will enable you to keep pace with your competitors, help you achieve your marketing goals and ensure that your website doesn’t get left behind.

Contact Eight Engines today to find out how we can help you create compelling video content for your website.