According to the B2B Demand Generation Benchmark Survey, most respondents prefer video over white papers, case studies, live demos for consuming content online:
Susan Weinschenk Ph.D., a behavioural psychologist specialising in User Experience (UX) explains the psychology of customers trending towards video:
- The Fusiform Facial area – The Fusiform facial area is a brain function that hard-wires us to use the human face as a gathering point for information and believability.
- Voice conveys rich information – The sound of a human voice speaking enhances the brain’s ability to convert information into meaningful content.
- Emotions are contagious – The body language of emotions makes the information appealing and facilitates online sharing on social media.
- Movement heightens the viewers’ attention – Collective anthropological studies have shown that our receptors to peripheral motion were core to our survival since the stone age, increasing our propensity to pay more attention to moving objects.
Why optimise video for Search?
Most businesses are not dedicating resources to optimising video thus the competition for using video as a tactic for web rankings is lower. According to Forrester (2011) and the ranking of of video is 50 times easier to reach page one of Google with a video compared to video web pages without a video.
Video content is not scannable
Search engines are not yet technologically advanced enough to scan content in the video, so adjusting the metadata i.e. information describing the video in the source code, will aid search engines in their algorithms to determine what to display on Search Engine Results Pages (SERPs).
Dedicated video search
When Search Engines displays video results in SERPs, those results come from querying the Search Engine’s video index. This index contains all the videos on the web currently known to the search engines. This automatically includes anything that’s public on YouTube (for Google) and may also include videos that are hosted on your site.
Up to 30% increased Click throughs from Blended SERPs
The search engines are using video to display blended results it is statistically determined that video content is relevant to the keyword or phrase, the searcher is using. Sites that make use of Video SEO will benefit from (up to) 30% enhanced click through traffic from the search engines by having a video still shown adjacent to their web search ranking. (More here: http://searchengineland.com/how-to-get-a-30-increase-in-ctr-with-structured-markup-105830)