The benefits of sharing video

June 6, 2023

Here at Target Ink we’ve written a lot about the importance of sharing content, such as blogs and case studies – but sometimes website visitors don’t have the time or inclination to sit and read words.

They might, though, click on a video. Statistics suggest that people nowadays will spend longer online watching a video than reading content and, as a business they can provide a great way of communicating and converting leads into customers.

Here are some benefits and uses of video:

Case studies

In a recent blog, we explained how the case study section of our website is now our most effective sales tool. In addition to written case studies, you might consider sourcing video case studies from your clients. These could be added to your website, shared on social media and uploaded to YouTube. In addition, if you are attending an exhibition, you could run these video case studies on a screen.

Telling your story

Case studies engage with people because they tell stories and you can also tell your own company’s own unique narrative through a video, as well as showcasing your brand's personality.

Meet the team

Business is about people and, very often, one of the first website pages a potential customer will visit is the ‘meet the team’ section. We want to see the personalities behind a brand, to establish if they look friendly and are, potentially, the sort of people we’d like to work with or buy from. You could consider organising short video introduction pieces with your team members.

video marketing meet the team

Enhanced engagement

As we mentioned above, video can captivate and hold the attention of website visitors more effectively than text or images alone. They offer a dynamic and immersive experience, making it easier to convey information, tell a story or showcase products or services.

Improved SEO

If your visitors are more engaged, then it’s likely they will stay longer on your website. When people spend more time consuming your content, it signals to search engines that your site is valuable, which can positively impact your SEO.

By optimising your videos with relevant keywords, descriptions and tags, you can further improve your website's visibility and ranking in search results.

Improved conversion rates

If potential customers are consuming your video content and feeling engaged with it, then this can only benefit your conversion rates. Videos can effectively communicate your message and showcase product features. Ultimately this could convince visitors to take that next step on the sales path, whether that’s making a purchase, signing up for a newsletter or filling out a form to register their interest.


If somebody is looking at their mobile phone, it’s likely they are watching a video or a series of videos. They are easier to consumer than lengthy paragraphs of text on a smaller screen.

Social media

Video has become more prevalent on social media channels over the past few years. Instagram, which started life as a platform for images is increasingly now more about video, while we are seeing more video on other platforms such as Twitter and Facebook. Tick Tock, of course, has been created entirely around video.

video content mobile and social media


If you’ve got a product which is best seen by showing somebody how it works – then video can be a good way of getting this across. Video can also be used for delivering educational or ‘how to’ content. Also, by providing valuable and informative videos, you can position yourself as an industry expert and build credibility among your target audience.  


We’ve written previously about the importance of making your website accessible. It’s important to ensure your video has captions and many platforms, such as YouTube, add captions automatically. Captions are also useful if somebody is scrolling without earphones and doesn’t want to disturb those around them. Inclusion and diversity are also important to consider when creating video content and making it accessible for your audience and relevant.

Also, remember to optimise your videos for various devices and ensure they load quickly or people will soon click away.


By leveraging the benefits of video on your website, you can increase user experience, engage your audience and drive forward your sales more effectively.

If you’d like to know more about how video on your website can benefit your business, then get in touch with Target Ink

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