How To Use Video On Your Website To Educate and Engage Visitors
Video is one of the most effective tools you can add to your website to grab attention, hold interest and create connection. It goes beyond decoration. It helps explain, demonstrate, persuade and even entertain. When used with intention, video becomes a key part of your business strategy, increasing time on site, improving user understanding and elevating your brand.
Social media has proven that video is a dominant force through which to keep visitors actively engaged. On platforms like Instagram, TikTok, Facebook and YouTube, video is the most consumed format. According to research from Wyzowl, 91% of marketers say video has helped increase user understanding of their product or service and 87% say it directly increases dwell time on websites.
Short-form videos are especially impactful. Instagram Reels and TikToks often outperform static posts or carousels. Users are not only more likely to stop scrolling for video, they’re also more likely to share it, comment on it and return for more.
Utilising this knowledge, you can strategically incorporate video content onto your website in order to aid storytelling and clarity. By embedding video directly onto your website, you can offer an experience that is engaging and interesting.
Key Benefits of Using Video on Your Website
1. Keeps Visitors on a Page Longer
Video increases the average time visitors spend on a page, giving your message more time to land. Pages with video can keep users engaged up to 88% longer compared to pages without.
2. Encourages Interaction
Video invites taps, clicks and replays. It brings your content to life and lets visitors choose how they engage. That sense of control makes users more likely to keep exploring your site.
3. Builds a More Relatable Brand
A founder speaking directly to the camera or a team member walking through a process builds trust quickly. People buy from people. Video gives your brand a face, a voice and a personality.
4. Supports Product Education
If your product or service is complex, video is the easiest way to simplify it. Users can see it in action, follow along with instructions and make more informed decisions.
5. Aligns with Cross-Platform Marketing
By reusing video content from Instagram Reels, TikTok or YouTube Shorts on your website, you extend its lifespan and impact. Your website becomes a central hub where social storytelling continues and deepens.
One example of a company that is successfully incorporating video onto their website is GoPro. Their website showcases video in a way that feels authentic, energetic and product-focused. Instead of relying on specs or long feature lists, GoPro uses real footage from surfing, mountain biking, skiing and hiking to show what the product can do.
Visitors see the quality of the camera in action, understand how it performs in different conditions and start to imagine how they might use it in their own life. Each video is a proof point that sells without needing to explain. This type of lifestyle-led product demonstration is highly effective and keeps users watching, exploring and converting.
Where to Use Video on Your Website
Homepage
Use a hero video to set the tone, quickly explain your offer or give a visual overview of your brand story.
About Page
A video of your founder or team can create a sense of transparency and human connection.
Product or Service Pages
Demonstrate how your product works or show real-world use cases through short walkthroughs.
Testimonials and Case Studies
Feature video clips from real customers sharing their experiences in their own words.
Blog or Resource Pages
Supplement educational content with tutorials or interviews to make articles more engaging.
Contact or FAQ Pages
Use video to answer common questions or show what happens after a user fills in a form.
Video Formats You Can Use
Explainers: Short educational videos that clarify your value proposition
Product Demos: On-screen walkthroughs
Customer Stories: Recorded testimonials or interview-style clips
Micro-interactions: GIFs or looping visuals showing a single step or feature
Behind-the-Scenes: Clips that reveal your team, values or process
Video Backgrounds: Ambient footage to add depth
How to Embed YouTube Videos and GIFs
YouTube Videos
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- Open the video on YouTube
- Click Share, then Embed
- Copy the iframe code
- Paste this code into your website builder or HTML block
GIFs
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- Create or find a GIF via tools like Canva, Giphy or Tenor
- Upload it to your site or embed using provided HTML
- Use compression tools to keep file sizes light for quicker load times
Common Misconceptions About Website Video
“It will slow down my site”
When hosted on third-party platforms like YouTube or Vimeo, video plays smoothly without adding weight to your own server. Avoid uploading large video files directly to your site.
“No one watches long videos”
It’s not about length. It’s about value. A three-minute video that clearly answers a question or solves a problem is more effective than a thirty-second one that says nothing.
“It’s only for tech brands or influencers”
Any brand can use video. Service businesses, local stores, online educators and consultants can all benefit from showing their work, voice and results.
Video is no longer optional. It’s a versatile, high-impact format that helps you communicate more clearly and connect. If people are already watching your Reels and TikToks, bring that engagement onto your website. When used with purpose, video enhances every part of your site, from storytelling to conversion.
Use it to explain. Use it to connect. Use it to convert. And most importantly, use it to keep people coming back.
