>> Article Archives >> Web Development >> Use Video to Enhance your Web site and Business

Web Development
Use Video to Enhance your Web site and Business
By Ken Wisnefski, President,

How are you catching the attention of consumers? Content is king on the Web, but content can come in many forms.

Can your business profit from online video exposure? The popularity of the Web creates marketing opportunities in order for businesses to flourish. Online purchases are prevalent in our society. Americans spent over $600 million in one day on twelve different occasions in 2006 (USA Today). Companies vie for browser attention on the search engines. Video marketing offers businesses another way to host their products and services.

Video is popular

Video quickly became popular on the Web. YouTube was one of the pioneering video hosting sites, and their acclaim came quickly. Google bought them for $1.65 billion after one year because of their popularity and incipient success. Today, more consumers have access to video.

Estimates show 50% of households has broadband capabilities and the average American spends close to five hours on the Internet each day ( These statistics insinuate a huge potential for sales. Browsers' attention spans are limited and need for entertainment is high. More marketers are finding that incorporating video to their sites will garner attention.

The number of online video viewers has climbed from 55 million in 2003 to around 140 million in 2007 ( A popular misunderstanding is that most of these viewers are young. On the contrary, news is the most viewed video format and viewers are between the ages of 25 and 44 years of age.

Video is another marketing avenue

Video offers businesses another way to attract consumer attention. Pay-per-click and banner ads are two widely used methods of paid advertising. Sites spend large amounts of money on optimization to achieve popular status on the engines organically. Video marketing is an alternative strategy working for businesses. Entertaining and educational clips incorporated with URLs have high potential of ushering visitors to a site for less money.

Video sharing sites heavily increase the likelihood a company's video is viewed. Sharing on these sites is abundant. The month of December from 2005 to 2006, saw an increase from 23,468,000 visitors to 58,000,000 visitors on the top 20 sharing sites (

What you can do with video

Content is king on the Web. Traditionally, we have thought of content in written format. Audio and video information is also widely accepted and popular. The possibility to compress more information into a timeframe is greater using video than in using written form. Browsers are highly fickle and more likely to invest time in watching a video for a few minutes than investing more time in reading a page or more.

Uses of video:
  • Illustrate goods and services
  • Offer tutorials
  • Run demos of your products
  • Provide information about your business (like an "about us" page)
  • Create a buzz on the Web about your business
  • Build a list by offering videos
  • Create content to augment your site

Tips in using video
  • Keep the video clips short and sweet. Remember, browsers are intrigued due to little time investment. Keep the run time under five minutes.

  •  Be creative and interesting. Enthralled browsers share the clips with others.

  •  Go for more entertainment than promotion. Viewers want to see entertainment, not a commercial.

  • Create a series of videos. There is not pragmatic formula in reference to what entices the masses. Make a number of clips with different approaches, and then see what works best.

  • Research the optimization process. Become familiar with methods optimizers use to make content more popular and widespread.

  • Have multiple stimuli present in your clips. This means different speakers, sights, sounds, and breaks in the sequencing.

  • Find a method of measuring the popularity of your clips. Use the numbers to refine the clips' orchestration and implementation.

  • Keep the content fresh. It is not about rehashing the same message over again, the masses want to see new material, and want to see it often.

  • Do not overdo the process. Use limited number of money and resources on the project at first. See how well things go, and then if successful, continue more in-depth into the endeavor.

Kenneth C. Wisnefski is the president of, an online business to business marketplace that connects business consumers with pre-approved vendors in over 150 different categories. has over 5,000 vendors in their Approved Vendor Network and processes close to 10,000 requests per month from businesses of all sizes.

More articles by Ken Wisnefski
More articles on Web Development