Visitors flee boring websites – Video content increases dwell time 6x

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Video content can help companies get visitors more engaged on their websites - One Brafton client saw dwell time increase 6 times.

Industry: Healthcare IT
Content: Weekly video blogs
Highlights: Video content increases time on site 6 times and viewers click through to more pages

What’s your favorite viral YouTube video? Was it the one with the kid in the backseat of a car? Did it feature a song you couldn’t get out of your head? Our inability to resist entertainment is exactly why around 71 percent of marketers plan to invest more in video content this year. One of Brafton’s clients is a prime example of how video marketing can make the difference between a bounce and a click-through to more content because it compels visitors to learn more.

Visitors stay tuned for more information

To keep viewers tuned in longer, marketers should consider investing in videos.

Over the course of a month, the client’s video blog content attracted an audience that was significantly more tuned into the information on the website. The average video viewer clicked through to 2.3 more pages than the typical visitor who navigated to the site for any other content. In addition to deeper digging, the average video watcher stayed on the website 6 times longer than standard sessions.

Tell a (concise) story if you want to be memorable

Consumers appreciated the bite-sized digests (twice-weekly videos just over a minute in length) because they provided a lot of information in a short span. At first, marketers might be worried that a minute-plus isn’t enough time to convey a thorough message, but it’s actually the ideal length for busy consumers who prefer quick recap videos over reading. Don’t take my word for it – our Senior Video Production Manager Tim Griffin breaks down why different kinds of videos benefit from a clipped run time.

The average video viewer clicked through to 2.3 more pages than the typical visitor.

Our client’s videos used precisely this approach and saw the results. Its content provided a brief breakdown of important news updates before weaving in brand-specific guidance about the latest industry developments.

What’s good for the goose is good for the gander

Smaller companies have realized they don’t need a multi-million dollar ad budget to produce eye-catching videos. At the same time, major corporations have seen that even if they are already creating pricey TV commercials, they still need to make content appropriate for web audiences because that’s where their audiences are going more often.

The average video watcher stayed on the website 6 times longer than standard sessions.

While this is a success story about one company in particular, the results are not isolated. We’ve seen that landing pages with videos have higher goal completion rates, and that other companies with video strategies see similar engagement improvement (visit duration quadrupling and pages per visit tripling).

Videos are in high demand among today’s distracted audience. Did you know that scientists have proven most attention spans are now smaller than a goldfish’s – or that two-thirds of people say they’re visual learners? Brands that convert relevant content into video formats are reaching deeper and wider into their target audience to make sure no one is left behind.

Learn more about the power of visuals in this success story about the impact of adding pictures to content.

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Lauren KayeLauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.
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