In this ever-changing digital media, video advertising is always the ultimate goal. That means video marketing is cut-throat, so the marketers have to cut through the noise to thrive amid the competition.
They share their video content all over the internet so that anyone can see it. And one of the popular trends in video marketing is autoplay videos. A lot of giant companies like Facebook, Twitter, Reddit, CNN, even YouTube integrate autoplay videos on their websites by default.
Now, companies jump into the bandwagon — whether they’re a startup or a corporate.
But, the question is, just because a lot of businesses use it, does autoplay do good for your marketing?
Well, nothing interesting is ever completely one-sided. There are must be pros and cons of embedding autoplay videos to your website. Now, we’re going to get in deeper.
Let’s start with a good thing first. Sadly there’s a few…
Autoplay Video Grabs Your Visitors’ Attention Quickly
If your main call-to-action is watching the video, then autoplay is an effective way to grab your website’s visitors’ attention. It will do the job of making the video more noticeable and pulling in viewers so they can see them right away.
Despite all the reasons why your visitors stop watching it, once they stick to it and watch the video all the way through, you know they’re interested in your product and ready to hear more about it.
Now, move into the drawbacks.
- Autoplay Videos Raise Your Bounce Rate
Just like a scenario above, if you overdo the autoplay video, it might damage your conversion rate. After all… none actually ask for an autoplay video, so you’d better not offering them one.
Your website visitors are most likely multitasking while browsing the internet. When they land on your page, they may be doing some research and watching a video or listening to music at the same time. So don’t annoy them with a sudden blasting sound from your autoplay video.
That’s why it makes sense if we say that autoplay videos are more likely intrusive for the visitors. It gives your visitors’ a disruptive browsing experience; no wonder it could turn them away.
Then…. Here it goes, an increased bounce rate!
2. Autoplay Videos Neglect Your Main Call-to-Action
Another snag from putting autoplay videos on your website is that it can divert your web visitors’ attention. It overlooks your main call-to-action.
In this case, you need to focus on your viewers’ attention by offering them a specific call-to-action.
If you offer them content-rich articles, then don’t ever put any unrelatable autoplay videos on the page. This way is more likely to help you to drive more conversions.
So, ask yourself, what do you want to expect from your viewers? Do you want them just to sit and watch the autoplay video all the way through till the end? Or the autoplay video is some kind of window-dressing for your page?
3. Autoplay Videos Slow Down Your Page Speed
We’re almost there about these drawbacks. I promise.
Loading an autoplay video takes more time; it lowers your page speed. We know that the slower your site loads, the higher bounce rate you’ll get.
It might also don’t work on mobile devices. When it does, it threatens to creep into your data usage. No wonder that Forbes published an article about Facebook being blamed for high data usage charges.
Try to consider the percentage of your visitors’ that are on mobile access since it has a worse issue than for those who are on desktop access.
So, What’s the Verdict?
Now, you might be thinking, “so, it’s awful for my website, isn’t it?” Well, not really, as long as you know how to use it.
With all the drawbacks above, you still can integrate autoplay to your website more strategically — if you insist. How is it, then? Check out these best practices:
- Keep It Silent
It is necessary to keep your autoplay video silent, so you don’t scare your visitors away. Just imagine, your audience visits your website to get some insights at the library, and there’s an unexpected bursting sound — then, of course, they automatically close the page.
That’s the worst scenario ever. Isn’t it? Try to focus on the visuals, including subtitles, with a strong call-to-action.
Look how’s YouTube done it right:
2. Keep It Relevant With Your Website Content
The relevant autoplay video helps your visitors to enrich their knowledge even more after visiting your site. After they read the article on your website, they also get the visual too.
3. Make It More Useful Than It Was
Placing your autoplay videos in a sufficient place on your website can make your website design even better. You can subtly put your autoplay video as your website header, so it doesn’t disturb your visitors’ viewing experience.
For example, look at this cool website header:
They can still watch it in full screen if they want to. It much fairer since they have an option whether or not to watch it.
So, what do you think?
Do you think autoplay videos that annoying? Or you don’t mind them? Would you still put an auto-play video on your website? Let us know in the comment below!