Why you don’t need video on your B2B website

Video is king when it comes to website content…right? You’ve no doubt heard the popular rhetoric that video is an essential part of your online presence, but we’re here to burst that bubble because we think that’s not necessarily true.

While videos can definitely be a great addition to your website in some cases, don’t automatically assume that it’s the right avenue for you and your company. Before you decide to dive into video creation (which can cost you a lot of time and money), make sure you ask yourself these key questions.

3 questions to ask yourself before you invest in video
Is my content visual?: Some content just isn’t well suited to video. If your content doesn’t have a significant visual element, you’re likely better off sticking with articles or blogs.

Does my target audience consume video?: Before you make any business decisions, it’s always important to consider who your target market is and what their needs are. When it comes to video, if you’re in the B2B space and you’re targeting business owners and senior executives, your need for video plummets. Typically, members of this audience segment are too busy to consume videos and would rather skim an article for the most pertinent information. On the other hand, if your target audience is under the age of 35, you should definitely be considering investing in video, as video consumption rates are much higher in this demographic.

Is your business active on social media?: If you don’t have a presence on LinkedIn, Facebook, Twitter, or other social media sites, your need for video is greatly diminished. Videos gain most of their views through social media, not through a business’s website, so if you won’t be sharing these videos as part of a social media strategy, they’re unlikely to provide you with a strong return.

While having videos on your website will give you some SEO benefits, you still need a solid strategy in place to make videos a worthwhile investment for you. One of the biggest issues businesses face with videos is that they get stale very quickly – if the same video is front and centre on your website for over a year, this doesn’t reflect well on your company’s ability to stay fresh and current. If you can’t keep up with the demands of video, written content may be a better option for your business.


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