The use of video in content marketing is gaining in popularity. Everything from infomercials to viral advertising are now being used to capture the attention of visitors and boost traffic rankings across the Internet. Despite its popularity, there are a plenty of myths about video content and website traffic.
Five of these myths can be proven wrong easily.
1. You cannot afford to host your own video content
Video content requires more bandwidth that simple text or graphics. However, many hosting plans offer more than enough bandwidth to host videos. Advances in Internet video encoding have also made it easy to stream high-quality video with less overall bandwidth usage. These Internet video formats, such as Flash video, offer clear videos in resolutions up to 1080p that can be streamed easily using even low-end broadband or mobile Internet connections. In most cases, choosing an encoding format of at least 480p will provide great results while ensuring maximum compatibility with a wide range of devices.
2. Video SEO is not necessary
With their flashy graphics and audio, Internet video is great for capturing the attention of viewers and generating traffic. Combined with social media, videos are a great way to go viral and generate large amounts of traffic. Unfortunately, it is virtually impossible for most search engines and indexing sites to know what your video is about. By posting video summaries or transcripts, you can provide multiple options to site viewers while also making the most of your SEO efforts. Metadata and tagging can also help to boost site rankings and traffic as well. Placing your videos at least halfway down your page and between blocks of text can also help to ensure that search engines do not mistake your video content as advertising spam.
3. Uploading videos to distribution sites is better than hosting them yourself
Just as article marketing or guest posts have SEO and traffic benefits, so do video distribution sites. Sites such as YouTube are great for boosting traffic but might not help conversions or engagement. Self-hosted video often helps to drive conversions and establish brand image. Utilizing both of these methods is a great way to fully harness the power of this new technology. By using video distribution sites, you can bring users to landing pages with more information. Videos on your landing pages can then build trust, push conversions and help to capture customer information.
4. Video creation requires expensive equipment and software
While this might have been true just a few years ago, it is now much easier to capture, edit and distribute digital video. Most modern smartphones and webcams can capture high-definition video that is more than adequate for many streaming video formats. Both MacOS and Windows offer basic video editing and publishing software as part of the software package. From scrolling credits and transitions to advanced techniques, such as green screens, you can create powerful video with just a few hours of research and a little practice. Once you have your digital videos, simply upload them to video distribution sites and insert them into your site.
5. Long videos are a waste of resources
With trends toward minimalistic web design and easy-to-scan content, many say that short videos are the only way to utilize Internet video. While this can be true, it often depends on your target audience. Short videos are great for mobile markets. Their brief duration and small file sizes are ideal for watching on slower Internet connections or while moving about town. Longer videos are ideal for infotainment products, instructional video or product launches. When choosing the ideal video length for your needs you should always consider the viewer experience. It is important to keep the video interesting and engaging from start to finish. Split tests or user surveys can be a great way of discerning the ideal length for your Internet video campaign.
About the author: Steven Chalmers covers tech related topics as a freelance writer. When he’s not writing, you can find him covering conference calls and other new technologies.