Four Creative Ways To Use Video On Your Site

It’s no longer a question of if you should use video, it’s a question of how.

When you build a new website or looking to improve your current one - there are two elements everyone looks at to create a great user experience - The copy and the design. But many business owners are ignoring arguably the biggest one, VIDEO.

It’s no longer a question of if you should use video, it’s a question of how.

Watching videos in 2019 isn’t only for YouTube or social media; Using videos on your site is a big opportunity to elevate the user experience and grab the attention of your ideal customers - and the stats back it up.

Quick Video Marketing Stats

Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)

72% of customers prefer to learn about a product or service by way of video. (HubSpot)

100%! That’s how much mobile video consumption rises every year. (Insivia)

78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)

It’s clear that today’s consumers want more video, and your website is the perfect place to give it to them. Think if you were a consumer looking to purchase a product or service. Wouldn’t you be more impressed with a quality, creative video on the homepage compared to blocks of copy?

So, if you’re ready to start adding video to your website and don’t know exactly where and how to start, here are four creative ways to use video on your website.

  1. Explainer And How-to Videos For Your Product Or Service Page

If you’re looking to have your audience truly imagine what it’s like to use your product or service, use video to show and tell them.

The beauty of a great explainer or promotional video lies in human psychology.

What do we mean? It uses the power of visualization to trigger our mirror neurons. When we see others using a product or service and how it makes them feel, we can imagine doing it too and want that same feeling.

This is why these videos are so effective. Reading how a product works or how a service makes you feel is one thing. When we can actually see how it works, it’s like we’re experiencing it too. Our brain can’t tell the difference between seeing it and imagining it.

Here are two great examples of “how-to” and “explainer” videos.

Frank Body - How to use video

Frank Body's 'How to use' video is perfectly positioned on the product page where customers are evaluating if it's the product for them.

Blys - Promo video

Blys a mobile massage company feature a promo video about their service on the homepage, this video is aimed at informing users about their service and how they help.

  1. Animate And/Or Make Your Homepage Elements Interactive

Okay, so animations aren’t technically video, but it’s still interactive and the outcome is similar.

Animations help add a unique visual element to your homepage and an opportunity to show off your brand’s personality. Imagine if a customer puts an item in their cart and the “cha-ching” sound goes off? Or what if a reader hovers over a section in your site and a video pops up? This is how you create a memorable user experience. The sights and sounds can be cues to lead them to make a purchase or click your CTA button.

Plus, many websites don’t include animations on their site, so that novelty can increase the likelihood of prospects staying on your site and reading more.

Here are some great examples of animations and interactions to inspire your site:

Middle Child - Homepage animation

This page might seem simple almost to the point of being basic, but do yourself a favour and visit the site to see the face move when your mouse hits the face. If that doesn't say fun, I don't know what does!

LovveeLavva - Homepage animation

We can't stop scrolling on this beauty. Hats off to Lava's web team who have expertly shown users LovveLavva is yoghurt done differently with the use of animation.

  1. Share Your Customers’ Experiences And Testimonials

Video testimonials from your customers can show a level of authenticity that a written testimonial can’t achieve. The ability to see a real customer share a positive experience helps build that trust and drives FOMO (Fear Of Missing Out). When we see other people happy and how your product or service helped save their business thousands of dollars or eliminate hours of performing a tedious task, we don’t want to miss out on that too.

And remember the stat that viewers retain 95% of a message when they watch it in a video? Testimonials offer crucial detail of how your product or service works and if you want potential customers to trust you can help them, use video to tell them this.

Here are two sites that have up-levelled the element of social proof by using video testimonials. As high value, high risk services video testimonials help build trust for both ChowNow and MyBudget:



  1. Teach Your Users Something  

We’ve saved the best tip for last. If there’s one thing to take away from this article, it’s that video on your website shouldn’t always be about selling, like pushing the features and benefits of your product or service.

Use the power of video to help educate and teach your customers something. The more value you deliver on your website, the more people will come back to your site and tell their friends about it.

Let’s say you’re an online clothing store. You can show customers how to take their own measurements to find a great-fitting pair of jeans. You can educate them on the latest trends. If you take the time to write down pain points your customers have and how you help solve them, you are bound to find many ideas for good video content.

As businesses these two examples have little in common, but both Matcha Tea and Bunnings Warehouse show users how to create with their product with the use of video: 

Matcha Tea - How to make the perfect bowl of Matcha

Bunnings Warehouse - DIY Advice video hub

Feeling inspired to start using video on your website? Let us know in the comments if you found these tips useful or if you have any other great ideas on how to use video on your website. All we know is that video content is no longer a marketing trend, it’s a must-have if you’re looking to grow your online presence, increase sales, and engage with your ideal customers.