4 Major Uses for Video in Web Design [2017]

4 Major Uses for Video in Web Design [2017]

YouTube is still the second largest search engine. And it’s the third most visited site after Google and Facebook.

While we’re mentioning Facebook…what do you see more of in your feed now? Videos?

Companies and organizations have used video marketing for several decades, but we’re seeing more because it’s cheaper to produce, quicker to share, and easier to measure.

However, it’s easy to point and say “maybe we need a video,” yet on the other hand wonder, “what should the video be about?”

That, my friends, is the big question. No longer is it a matter of “should we produce a video?” It is now the “what should we produce?”

So, let’s take a journey through several video use cases we’ve produced and think through the purpose of each. As we go through each, think of how your organization could use one of the following to benefit your marketing strategy:

1. The Background Video:

You’ve probably seen this a few places around the web. A background video is typically used within the top banner of a website. There is no audio, and the video is usually between 30 and 60 seconds in length.

Why use a background video?
  • Connect visitors with your team
  • Connect visitors with your culture
  • Showcase a product or service
  • Instantly give the user a glimpse of what you do
  • Entertain your audience with a beautiful video

We know the brain processes images and videos at a rate of 60,000 times faster than text. You can use that speed to your advantage by engaging the visitor instantly and holding their attention. With a background video, you can show and say more within 30 seconds than you could with some nice text. That’s just the honest truth.

Great marketing is all about clarity. So, mixing great messaging with great visuals will further provide clarity for your website visitors.

Since background videos don’t require voice overs or interviews, no licensed music, and are shorter in length, the production requirements are less and so is the price.

Get Background Video Pricing

2. The ‘About Us’ Video:

The ‘About Us’ video is all about showcasing your organization within 2-4 minutes, including on-camera interviews or voice overs. It’s a deep dive into who you are and what you offer. It’s more immersive than your ‘About Us’ page on your website because you can show what is being described and mentioned.

Why use an ‘About Us’ video:
  • To personally connect with your audience
  • Show behind-the-scenes of your organization
  • Give visitors a reason to work with you
  • Sum up who you are and what you do in a few minutes
  • Entertain your audience with a beautiful video

Producing an About Us video does require more than a simple background video. It requires capturing interviews, voice overs and the additional footage (b-roll). With this type of production, we have to set up for interviews, which includes professional audio and lighting. We also do more planning ahead of time for the interviews and/or voice overs to guarantee everything you need is captured.

How much can I expect to pay for an About Us video?
Get Video Pricing

3. Video Loops

A video loop provides a subtle, yet personal touch to your website. It’s not a background video and certainly not an About Us video, but it can involve the personal touch of a team member (such as Suzi in our Lift video loop) and show some behind-the-scenes of your organization.

Again, this plays on the popularity of motion within websites. We, as visitors, are attracted to motion, even if it’s subtle. It’s a way to grab and hold attention. So using this intentionally will help capture and engage your visitors at just the right time.

Why use a video loop:
  • Increase visitor engagement on your site
  • Showcase personality
  • Provide a short behind-the-scenes glimpse
  • Allow visitors to connect with your team

Video loops are simpler to produce. Depending on the aesthetic of your site and what you want to accomplish, we will most likely use a green screen or white background and set up the subject in front. Then we’ll capture the action. After a few takes, we’ll have several clips to choose from for the final loop.

How much can I expect to pay for a video loop?
Get Video Pricing

4. Cinemagraphs

Just like video loops, cinemagraphs provide subtle touches of motion to enhance your website and draw attention to where you want your audience to dive in. Again, adding a touch of motion will peak the interest of visitors and encourage them to stick around a little longer. And while they stick around, even if for a few more seconds, you have more chances of encouraging them to do something else on your site.

Why use a cinemagraph:
  • Grab visitor's attention
  • Keep visitors on your website longer
  • Subtly show visitors what you do
How much can I expect to pay for a cinemagraph?

Get Cinemagraph Pricing

That's not all we can do with video these days. Those are just four of the main ways we're using video within websites this year. If you're interested in video production in any capacity, please don't hesitate to reach out and let us know what you want to achieve! 


Posted by Digital Marketing Team at 13:53