Video content on the website: trend or necessity

In today's digital world, information consumption is changing at breakneck speed. Users are less and less likely to read long texts and more and more often choose video as their main source of information. Video content has long ceased to be something additional - now it is one of the key tools of marketing and interaction with the audience. If you still don't have video on your website, you should think about whether you're losing potential customers.

In 2025, video content is not just a trend, but a strategic necessity. Why? Let's get to the bottom of it!

The benefits of video for business

• Increased engagement. Video holds users' attention longer than text or images. According to research, the average user spends 88% more time on a website with video. The longer a person stays on the site, the higher the chances that they will take a targeted action - leave a request, subscribe or make a purchase.
• Increased conversion. Pages with video content can increase conversions by 80% or more because the video inspires more trust and better explains the benefits of the product or service. For example, according to Wyzowl, 73% users say they are more likely to make a purchase after watching a video about a product.
• SEO Improvement. Google loves video. Having video content on a website increases the chances of getting to the top of the search results. Video increases time on page, reduces bounce rate and creates additional content that can be indexed. Adding video snippets to the output also increases the clickability of pages.
• Brand Identity. Video helps to better communicate a company's emotions, values and uniqueness. Formats can vary from animation to professional filming, but the main thing is to convey the spirit of the brand and its mission.
• Increased confidence. Video testimonials, product demonstrations and educational content increase audience loyalty. For example, case studies with real customer stories show the product in action, which has a much stronger influence on decision-making.

How to integrate video into your website design

To make video content work effectively, it is important to fit it correctly into the overall design of the site:

• Background videos. They create a dynamic atmosphere and are ideal for lendings and homepages. However, it is important to make sure that the video does not slow down the loading of the site.
• Video product previews. Allow users to become more familiar with the product. For example, in the e-commerce segment, a video review of a product can significantly increase the likelihood of a purchase.
• Training videos. Useful content increases trust and audience engagement. Video tutorials and guides help users understand the functionality of a product or service faster.
• Video customer testimonials. Real testimonials in video format work better than plain text, as visual contact with a real person inspires more trust.
• Playback buttons. They should be noticeable but unobtrusive. For example, automatic playback can annoy users, so it's better to give them the option to launch videos manually.
• Load optimisation. Video shouldn't slow down your site - use compression, adaptive quality and CDN for fast loading.
• Integrated video blocks. It's important that the video blends seamlessly with the text content and doesn't look alien.

Video Trends in 2025

What video formats will be most popular in the near future?

• Shorts and vertical videos. TikTok, Instagram Reels and YouTube Shorts continue to gain popularity, and it's important for businesses to tailor content to these formats. Vertical videos are easy to watch on mobile devices, which dominate user traffic.
• Interactive videos. Allow users to interact with the content: select scenarios, participate in polls, click on elements and even make purchases right in the video. This format engages the audience and makes viewing more fun.
• Personalised video. Video adaptation to users' interests and behaviour increases engagement. For example, services can automatically insert a user's name into videos or personalise recommendations.
• Video content with AI. Artificial intelligence helps create personalised clips, automatically edit videos and even synthesise voices and faces. For example, AI generators can turn text articles into videos without operator intervention.
• 360-degree video and VR. The field of virtual reality is evolving, which means that brands will be able to offer a more immersive experience to users. Such technologies are already being actively used in tourism, real estate and the automotive industry.
• Video with subtitles and without sound. The majority of users watch videos without sound, so subtitles and visual effects are becoming a must. This is especially important for social networks, where people consume content in public places or at work.
• Live broadcasts (Live Streams). Users love live communication, and businesses can use this format for presentations, reviews and live broadcasts with experts. According to statistics, people watch live videos 3 times longer than regular videos.

Video content on a website is not just a fashion trend, but a powerful tool for increasing sales, engaging audiences and improving search engine rankings. In 2025, it is important for businesses not just to post video, but to do it in a meaningful way: adapt it to trends, optimise it for SEO and use interactive technologies.

If your website doesn't use video yet, it's time to start! Try testing different formats, explore analytics, and find the best way to engage with your audience. By investing in quality video content, you're laying the foundation for a successful future for your business.