The average online attention span is less than eight seconds. A high bounce rate – people leaving your domain after viewing a single page – will hurt your site’s SERP (search engine results) ranking, not to mention people leaving isn’t the best way to sell a product. Video is the easiest way to make people stay.
In 2012, Google introduced a new metric into their search ranking algorithm called “dwell time,” which monitors the amount of time users spend on a website after click-through from the SERP. The longer a user spends on a site, the more likely the content is relevant to their query. Google gives relevant sites more clout via “Page Authority.”
Videos Make People Click
One online study showed that search results with video have a “41% higher click-through rate than plain text.” This happens primarily because of professional rich-video snippets beside search results.
These video thumbnails advertise quality video content and make results with embedded video stand out in a text-only wasteland.
YouTube automatically creates these thumbnails (they understand how powerful snippets are), but don’t rely on YouTube to do the dirty work for you. Rich video snippets from your YouTube channel take users directly to YouTube – not your domain. You don’t garner any SEO benefits from lost traffic, even if you’re getting loads of views.
Videos Build Links
People are the ones creating links to your content – not bots – and people like video.
In a world where even thoughtful articles get scanned and skimmed, videos are beacons of brevity, but also a signal of intent that yes, I want to communicate something to you. This “content” is going to be something you enjoy. Videos are informative, but easy to consume.
In closing, hire a professional.
Call us for a FREE Consultation for your new video!
Continued from Part 1.
2. Gear: Ultimately, the tools that we choose for any purpose will only be as useful as our ability to use them effectively.
Video quality is highly dependent on the equipment used. No amount of editing, color correcting and sound tweaking can improve the quality of bad video
Professional video production companies have thousands of dollars of equipment specifically for this reason. A consumer-focused product is never going to achieve the quality that this equipment can. And, even more importantly, the professional production company knows how to use this equipment to the best effect.
3. Know-How: Doing It Right the First Time
Producing a video involves project management and time management skills, which are learned over many years within the industry. It isn’t always just about the raw video; it’s also about the process of the project itself. An experienced professional knows how to take a project from concept to completion. They know which steps have to be done and in what order, and they know what they need to progress to the next stage.
There are many things that you might have to do over as you learn, which will again eat up time and resources. As an amateur, a lack of experience simply means that you don’t have the knowledge to identify issues as they pop up (or before they occur), and thus will need to put more of your time into the work. And, for that matter…
4. Time: Something you spend and can’t get back.
How much time could you be spending working on your business, rather than trying to create a professional video from scratch? Though you may feel as though you’re saving money by doing it yourself, you probably aren’t when you consider the amount of time you spend on the project. “Do it yourself” (we all have one of those DIY’s gone wrong in our garage or closet) projects always take longer than projects completed by a pro.
There are too many things that could go “wrong” about a project in the hands of an inexperienced lead. In fact, the project might never actually get done at all — and that could be a lot of money and time wasted.
Finally, there’s one last compelling reason to use a professional production company: the finished product. A professionally produced video simply has polish, through the equipment and experience involved, that a do-it-yourself video can’t achieve. There are many small aspects of a production, such as getting the color balance right, that will tip a viewer off as to whether the video feels professional or “cheap” — even subconsciously. The last thing you want to do is spend time and money developing a video that doesn’t feel polished or complete.
Professionally crafted video for social media posts can be used to drive targeted traffic to your website in turn bringing you more business. Creating a new page on your site is like taking a really great selfie. You want the world to see it and bask in its brilliance, but you don’t want to beg for attention (or worse, pay for it). That’s why for selfies and landing pages, well-placed video for social media posts can make all the difference. Producing professional video for social media for your business boosts your site’s SEO tremendously. Search engine crawlers know which pages are consistently earning traffic and which are just floating out there, forgotten and ignored. In addition to a professional video for your website and social media, is a killer content strategy plan for SEO. It’s the most important part of earning top spots in search engine rankings, but driving traffic to your optimized pages will cause them to climb much faster in the search engine results pages (SERPs). Video shows great ROI. To get you even more excited, 74% of businesses say that video provides good return on investment. Even though video production is not yet the easiest nor cheapest task, it pays off big time. Latest research shows that users are mostly put off by videos that don’t explain the product or service clearly enough. It’s the amateur versus professional syndrome. (See next blog) Low quality and poor design did matter much to viewers. You are great at your job. You’ve spent years learning how to bend Excel to your will, make PowerPoint presentations powerful statements, or write brilliant words in Word. Videographers and producers have spent years honing their craft as well. They know how to light people so they look great. They know how to frame a shot that makes a scene just pop. They also know how to use their software to transform raw video into a complete story. Color, sound, music, titles, effects—all of these parts of video production take years to learn and perfect. It’s what videographers and editors live and breathe. No matter how great the video you shot on your own looks, it’s the touches that pros bring before and after the shoot that make the difference between okay and awesome.
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