Guidelines to Adding Video to your Website

Making a company stand out in the ever-crowded digital space is no easy task. What will differentiate your company’s website from your competitor’s? Besides utilizing Minneapolis SEO services, one way to set your business apart is to include multimedia on your website. Whether as part of your web design or as an attention-grabbing piece of content, videos are a quick and effective way for you to differentiate your brand, show potential customers what your company is about, and give them an additional reason to choose you. From a beautiful background video, to an introductory video, a series of videos for a viral marketing campaign, or a full-blown television commercial production, videos are one of the most engaging types of media on the web today.

 

Here are some quick guidelines to incorporating videos from a content standpoint into your website:

Easily Digestible

Thinking about making a quick introductory video? Maybe a tutorial or video guide? It’s best if you keep it short. The attention span of your audience is much shorter than you think it is. In 2014, the average length of the top 50 YouTube videos was 2 minutes and 54 seconds, and even that can be too long, depending on the objective of your video.

Quality Matters

Everything on your website speaks to your brand. If you’re going to add video content to your website or use it in social media or other campaigns, you have to make sure that the sound and picture quality are excellent. If you can’t achieve the level of quality you are looking for, contact a professional. It is well worth it.

Housing your video file on a video-sharing platform like Vimeo or YouTube can also optimize the quality. The platform will compress the file for you, and you’ll avoid the video taking up tons of space on your site.

Make It Shareable

Make sure you’re getting the most out of your video content by making it easy to share. You never know who will view and share your content, or how much traffic could be driven back to your website after having your video shared through other outlets. With that being said, don’t forget to share it yourself! It may live on your website, but it can be used in other places to promote your brand.

Position Videos Strategically

You don’t have to have a unique video on every page of your website – moderation is key. Make sure your video has an objective that fits with the page you want the video to be featured. For instance, a video on your “About” page would should company culture or a brief company history, while product pages might have video reviews or “How-To-Use-This-Product” tutorials.

 

Here are some guidelines to follow if you plan on incorporating a video as a design feature on your website:

Compress It

Is there anything more frustrating than a video that doesn’t load completely? Stopping and starting just to stop and buffer some more… this is truly agonizing for the viewer, not to mention extremely distracting. By compressing your video to the lowest bitrate possible – without ruining the quality – you can ensure faster load times.

Filters are your Friends

If by reducing bitrate you see a dip in quality, you can use a filter overlay to not only add another stylistic element, but also hide any quality faux pas. You can do this with the addition of an absolutely positioned div directly following your video, or by using the pseudo-element ::after of the video’s container.

Want to see what a patterned overlay can do to a low quality video? Check out this demo and test out how different patterns yourself.

Subtlety is an Art

Don’t over do it with crazy, distracting motion. The point of a background video is to add a subtle element that is complementary to your main content, not detract from it.

Again, Short and Sweet

Like video content, a background video should also be kept short. Your site visitors aren’t here to watch a full-length feature in the background of your webpages, so keeping these videos between 30-40 seconds is well advised. Better yet, having a short video that seamlessly loops will maintain a lengthy effect without the need for a 20MB video.

Close the Loop

Now, looping your video is great, but looping your video for-ev-er is a bit excessive. Doing this can slow your overall page speed, which nobody wants. So, you still want to include the ‘loop’ attribute, but by adding some JavaScript to pause the video after a predetermined length of time you can circumvent this issue all together.

 

Regardless of the way you intend to use video on your website or within your overall web presence, there’s a right way and a wrong way. By following these guidelines for both video content and background videos, you can add an interesting, engaging, and unique element that sets you apart from your competition.