Implementing video into your website can be a great asset in telling your brand’s story. The cost of producing professional quality video has dramatically decreased in the last handful of years due to the falling prices of digital equipment. A wave of filmmakers has naturally followed the ease of access into the craft; so currently, even a small business can afford to produce high-quality video that tells the story of their brand.
Similar to the music and photography industries, the ease of access to quality production has saturated the market; and so, the importance of staying current is higher than ever.
When people visit your site, they not only want to know what you do, but who you are. Here at The Marketing Squad, we pride ourselves on our positive culture. One of the ways to capture the essence of our culture is in the looping video that we display in the ‘hero space’ of our homepage. It can be difficult to select one static image that captures the heart of our company, but the short moving images of our staff collaborating, smiling and engaging is able to give a glimpse into daily life at The Squad.
A few useful tips for using a background video:
Watch the size!
Video files tend to be large, so work with your developer to find the ideal time and quality that balances with load-time. A typical looping video will be 10-15 seconds long and, depending on the way you host your site and video file, it may not be possible to load a HD video without diminishing the quality slightly. A good way to mask losses in quality is to apply a color or texture overlay to you video. This may also make it easier to overlay important text while maintaining readability.
Have a ‘Plan B’
Video backgrounds can be stunning on desktops and laptops, but usually are disabled on mobile devices. Technology will continue to improve and I’m sure that this will not always be the case, but be sure to have a photograph that will load on devices that don’t allow background videos.
Avoid Auto-Playing Audio
As a user, I hate when ads and other unexpected audio plays automatically. Whether your user is in a quiet coffee shop or in a client meeting, the last thing you want is for your site’s first impression to be associated with a flustered grasp for the mute key!
Another great way to use video to compliment your site is to create a ‘company overview’ video that shares the who, what, why and how of your business or non-profit. Some people prefer to read a short couple of paragraphs on an ‘about’ page, but many viewers want to see the faces and authentic voices that represent the brand that they are considering. Remember, attention spans are very short, so keep these videos between one to two minutes. If the message and images are engaging, you can tell a great story that creates a connection to your brand and product that only video can provide.
The written word and the photograph are still the most commonly used forms of communication on the web, but as savvy audiences now have the choice to sift through a large variety of options, the authenticity and connection that video can provide is becoming increasingly valuable.