It is widely known that YouTube is now the world’s second-largest search engine, and that video content is the preferred choice of many.
While we always recommend a balanced approach to content creation, that includes all 3 of written, audio, and video, it is nevertheless important to identify when video is the most appropriate form for your project.
The level of engagement is very high with video, and of course it can be used to actually demonstrate and show how things work or how things should be done, in a way that audio and written content find difficult.
SEO, and Google Search results, are also impacted by whether or not you use video. The Google Algorithm as historically been predominantly text based (returning websites in search results where the text in the web pages matches the text entered into Google Search) but Google are developing their algorithm all the time and certainly take into account video activity.
In fact, according to this article from MarTech, https://martech.zone/digital-marketing-video/, “An optimized video increases the chance of your brand being on the front page of a Google search engine result by 53 times!
A pretty amazing statistic. The use of video also helps to improve engagement, reduce bounce rate, and keep visitors on your site for longer. Extra time spent on your site should result in increased sales, as long as you produce quality content and have the correct Calls-to-Action in place.
So, should you use video as part of your overall content creation strategy?
The answer is: absolutely!