One of the most common problems I come across in video marketing is a misunderstanding of where video content should be placed on a website. There is a mistaken belief that videos should be treated as photos, with their own gallery page.
This is wrong! It would be like putting all your best marketing material in a door labelled ‘Please Knock’. Even better it would be like creating a text page on your website and cramming all the text for the website into that one page.
Nobody clicks on the ‘video’ page because nobody is looking for video.
People engage with video if it is relevant to what they are looking for. So a video profile of the business should be on the homepage, videos featuring staff should be on the about us page and informative videos should be on the blog.
Despite the fact that nobody is looking for video, visitors love it. If you put it in a prominent place people will engage with it if they want to (most will out of curiosity) and this is an important point. Never, ever set the video to autoplay!
By thinking of video as a communication tool it helps refine and focus what the purpose of the video content is, by thinking of video as an element of the specific website page it should be incorporated into the website design.
If you really want to use video, don’t file it away under video but use it as you would text or image.