It's hard enough getting customers to your website—with so many other temptations and distractions at hand, it can be even harder to keep them there. Video is one of the best ways to get people to stick around. The average user spends 88 percent more time on a website with video. The longer they're there, the more likely they are to respond to your offers, remember your brand, and keep your site in mind for future visits. Every part of your online presence gets a better chance to work its magic, increasing ROI and impact.
It's no surprise that video proves so effective at increasing time on site. The popularity of online video has grown rapidly over the past few years, reaching near-universal appeal. The number of online adults who watch or download videos rose from 69 percent in 2009 to 78 percent in 2013; in January 2014 alone, 85.1 percent of the U.S. Internet audience viewed online video.
The impact of video on time on site also dovetails with the success today's brands are achieving through content marketing. As the lines blur between traditional media and branded entertainment, consumers are as likely to embrace the guy in the Old Spice ads or "The Most Interesting Man in the World" as they are the latest Hollywood hero. They also increasingly rely on brands and business-to-business companies for useful information to help them get more out of the products and services they buy, complete their projects more successfully, and take advantage of new innovations to meet longstanding needs.
Want to compete more effectively for the time and attention of your customers? Provide the rich video experiences people love and your whole site will work harder—and better—for your brand and your business.