14 Stats That Show the Power of Video Storytelling for a Website

Increased User Engagement

As of 2023, 82% of all internet traffic comes from video. This means video isn’t just popular—it dominates every other type of content. 82% is such an overwhelming majority that it just doesn’t make sense to not be putting video content out there. Not only is it going to help people find you more easily, it’s going to keep them coming back. We’ve seen the shift in how search engines are working, and video content that answers questions, informs viewers, and provides entertainment is being pushed more because of it. Video is the content people seek out the most, adding it to your site aligns your strategy with current user behavior and gives your brand that competitive edge it needs to stand out.

On the topic of search, this engagement factor translates directly to search engine rankings. Websites with video content are 53 times more likely to rank on Google’s first page due to the increased time users spend on these pages. Google’s algorithms prioritize content that is engaging, and video can keep users on a page far longer than text alone. This increased time spent is a strong signal to Google that your content is valuable and relevant. When video is added strategically, it’s not only enhancing your visitor’s experience but also boosting your visibility where it matters most. For businesses, video content is going to bring both increased engagement and visibility.

Improved Conversion Rates

Video storytelling isn’t just about views and engagement—it directly impacts sales. 84% of people say that a brand’s video has convinced them to buy a product or service. This proves that including videos on your site is only going to bring more success to your business. Videos can serve so many purposes and still be beneficial.

For example, studies show that video can boost conversions by up to 80%. When users see a product or service in action, they get a clearer understanding of how it works and its benefits. Think about how you’ve felt when making a purchasing decision. If you see videos of real people using the product or service, you likely feel more confident in its ability to help you solve your problem. They help answer those critical “why” questions that potential buyers might have. Videos make people trust brands more because they are the closest visual proof outside of seeing something in person. Whether it’s a product demo, a testimonial, or a brief explainer video, a relevant, engaging video can mean the difference between a user clicking off or becoming a paying customer.

Enhanced Message Retention

Video storytelling is highly effective for message retention, meaning that viewers are more likely to remember what they see and hear. According to research, viewers retain 95% of a message when it’s delivered through video, compared to only 10% with text. With video, you can make sure important points stick with your audience instead of hoping they’ll recall it through text.

Having to read a long blog post is going to make it more difficult for your audience to remember something compared to a short but value-packed video. Video is an excellent tool for businesses that want their messages to stick. Plus, depending on what the topic is about, video may be a way more effective medium to share that information. If you want to teach people how a certain product works, it’s going to be way more educational to show it rather than explain it through text.

Not only does video impact retention, but it also inspires more people to share your content. 92% of mobile video consumers share videos with others, helping share your brand organically. When your story resonates with viewers, they’re more likely to become advocates for your brand. Video has a natural “shareability” factor that makes it ideal for expanding brand reach. With video, you can not only create a memorable experience for viewers but also increase the chances of that experience being shared.

Boosted Time on Page

An essential part of keeping users on your site longer is to create engaging content. If people are bored they’re going to click off. The same thing goes for if your site is unhelpful, messy, and difficult to navigate. On top of the fundamental aspects that make a quality website, video can help encourage people to stay longer. Users spend an average of 2.6 times more time on pages with video than on those without. We don’t need to tell you just how important it is for people to stay on your as it can legitimately be the deciding factor between someone becoming a customer or just part of your bounce rate.

Speaking of bounce rates, video content has also been found to lead to a 60% reduction in bounce rates compared to those with only text content. Once again, it goes back to making your site more valuable and engaging. The truth of the matter is that only featuring text can be redundant and lead to people clicking off sooner. An engaging video can encourage users to explore more pages, discover new products, and develop a greater interest in your brand. Plus, the extra time indicates to search engines that your content is valuable, improving SEO performance.

SEO Benefits

As we were saying, video content significantly impacts search engine optimization (SEO). Why is that you ask? Well, 62% of Google searches now include video results. That means having video content makes your website more likely to appear in search results. Appearing in search results, especially with good visuals, can draw in a lot of new visitors who might not have found your content otherwise. This visibility is particularly important as video thumbnails and clips attract clicks, leading to more organic traffic. Some estimates show that video content can drive a 157% increase in organic traffic to your website. By adding video, you’re not only making your site more engaging, but you’re also attracting visitors who prefer multimedia content. Video’s ability to improve search engine visibility and engage visitors once they arrive creates a continuous cycle of growth and engagement.

Make sure your video titles, descriptions, and tags are optimized for search, so Google can easily understand and rank your content. For businesses focused on growing their online presence, these SEO benefits are invaluable. Google’s algorithms favor pages that engage users, and video is a proven way to increase that engagement. By leveraging video storytelling, you’re optimizing your website to be more discoverable to new visitors who are actively searching for content like yours.

Increased Social Engagement

As you can probably assume, video content isn’t just effective on your website, it’s also useful for social media. We’ve seen just how dominant videos have been on social media platforms recently and that only translates to websites as well. In a recent survey, 83% of marketers stated that video content is the most effective way to drive engagement on social media platforms. You can promote the videos that are featured on your website on social media and vice versa. Many websites embed videos from platforms like YouTube or Vimeo, not only to engage site visitors but also to expand reach through social shares. Linking the videos you posted on social media back to your website is an efficient way to up your engagement on both your socials and your site.

Once posted, video content can drive even more engagement than other media types. People are 52% more likely to share video content than other formats, such as images and text, making it essential for businesses aiming to build a connection with audiences across multiple platforms. Whether it’s a story shared on Instagram, a tutorial on Facebook, or something entertaining on TikTok, video storytelling has become the most effective way to spark interest and interaction on social media. It’s a highly shareable and engaging media type that keeps the conversation going. Whether it’s through likes, comments, or shares, video content encourages users to interact.

Improved Brand Trust

Building trust is essential for any brand, and video storytelling is one of the most effective ways to do it. 96% of marketers agree that video storytelling improves user understanding of products or services, which in turn builds stronger brand trust. Think about how you go through a typical purchasing decision. It’s likely that if the product or service you’re considering features an informative video that shows you exactly what you’d get out of buying it, you’re more likely to actually purchase it.

Over 70% of consumers prefer learning about a product through video. That statistic isn’t surprising at all. Once again, being able to see a demonstration, review, or success story makes us feel closer to a brand. It’s honestly the next best thing to physically trying out a product in person.

A well-produced video not only explains what a brand offers but also humanizes it, helping consumers relate to the people behind the brand. Customers gain a comprehensive view of what they’re buying and how it benefits them, leading to more informed and confident purchases. For product pages, consider adding demonstration videos that walk users through setup, key features, and unique selling points. The bottom line is putting potential customers into the hypothetical shoes of your target buyer is going to make them trust your brand more.