Unless you have been living under a rock for the past few years, you have undoubtedly heard about the powers of video marketing. comScore just completed a study that shows that nearly 75% of people are willing to risk their jobs watching a video on a business website every week. That is a pretty compelling statistic. You are probably thinking about implementing video marketing on your own site. Some experts have come up with some really cutting edge ways to do so. However, some aren’t necessarily all they are cracked up to be.
Video backgrounds are one of the things that you should look into. Rather than seeing a background image, your users are exposed to a large moving video that takes up the entire screen. They can still read text and interact with forms and other features in the foreground.
Video backgrounds are kind of an ingenious idea. However, they may not be the smartest thing to implement on every website. Here are the factors that you need to be aware of before deciding whether or not to add them.
Benefits and Drawbacks of Video Backgrounds
Videos make a big impression on visitors, so visitors are often tempted to click on one when they see it on a webpage. Uploading a video or two a is a great way to make sure that your message is heard loud and clear. This is one of the reasons that videos work so well on squeeze pages.
Some visitors hate staring at a motionless screen. They may wish that they could put YouTube videos on a continuous loop so they can enjoy the constant stimulation. Video backgrounds may be a dream come true for them. They can watch a video the entire time they are on the page without hitting the rewind button.
While they can make a big impression on users, video backgrounds are not always ideal. Some visitors find videos annoying after a few seconds. They may want to turn it off and focus on the rest of the content. Unfortunately, they don’t have that option with video background pages. Their only option is hitting the back button.
Video backgrounds can also be very distracting to many people. They are probably not going to have a hard time focusing on your written content when that airplane propeller in the background keeps grabbing their attention.
Do video backgrounds keep users engaged and keep them on the site? Or they cause your bounce rates to skyrocket and your conversion to plummet?
I am not aware of much research on this topic. At first, I am inclined to feel it is more the latter. They just seem like overkill to me. However, it may be possible that a slow moving video background can actually help your site boost your conversions. I have seen some that pull it of pretty well. Here is a good example of a page that actually kept my attention quite a while. There may be some situations when they actually work very well.
When to Use Video Backgrounds?
There are a number of situations when video backgrounds may work out. Zach Rutherford recently shared some great insights on his own blog page. Rutherford said that these pages can be very appealing to people in active lifestyle situations. They may be ideal for companies trying to sell products related to travel, romance, entertainment or being a busy business person.
What are your thoughts? Have you seen any video background themes that worked well? I would love to hear more about your thoughts.
Image CC Laurie Bennett