The addition of video content on your site has the potential to enhance your online branding and product or service offering. It increases time spent on the site and gives customers another reason to return to your online destination regularly. Online video gives you an opportunity to engage your customer in an informative and entertaining way, long before they actually visit a store that carries your product. If you have an online catalogue, you can present your key products by visually demonstrating them and highlighting key technologies and points of difference, thereby reinforcing your product and brand to visitors in a dynamic and memorable delivery method.

As video content has become more common in the entertainment category, it’s important to use videos in the context of online visitor behaviour. For example, delivering shorter video segments instead of one long piece is preferable, as is providing related text close to the video player. In fact, videos that are embedded on the actual webpage rather than as a link to another page or player will receive a much larger “video-view to page-view” ratio, thereby increasing the measurable statistics on your website such stickiness and time spent on page.