With consumer consumption of video content online continuing to grow, more and more brands are seeking to deploy video on a variety of digital platforms, including their own sites.

But more video isn’t always a good thing: according to L2’s recent Intelligence Report: Content & Commerce, 56% of brands with video on the homepage actually saw shorter site visit times, fewer average pages per visit, and higher bounce rates than brands without video on their homepage.

However, brand site video investments deeper within the site, like grid pages and product pages, can be valuable, allowing brands to link directly to shoppable content.   Among the 56% of brands using videos on their site, only 44% of videos link to product pages, and an even smaller number (5%) integrate buy buttons around or within the video.

Smashbox demonstrates an effective video strategy with a dedicated hub on its site containing everything from glamour shots to tutorials. Viewers can scan product information, scroll through product color options, and add products directly to the bag without navigating away from the feature. Videos also link to a store locator and are easily shareable via social channels like Facebook and Instagram, encouraging in-store visits and extending the brand’s reach. Smashbox also embeds the video tutorials on relevant product pages, making it easy for consumers to visualize and purchase the products. Smashbox’s enjoys 5.6 average pages per visit and a 34% bounce rate, performing better than the average brand, which gets 4.7 pages per visit and has a 47% bounce rate.

Video production can be resource intensive, and digitally savvy brands are repurposing video content across multiple channels to maximize ROI on video investments. Currently, only 29% of brands repurpose content, representing a missed opportunity for extended brand reach.  

Red Bull strategically positions itself as a media company by sponsoring extreme sporting events, partnering with niche brand ambassadors, and airing the resulting footage across its social properties and website. In October 2016, Red Bull partnered with freeride mountain biker Antoine Bizet for the Red Bull Rampage event. The brand then published the resulting GoPro footage across its site, Red Bull TV mobile app, and over a dozen of its Instagram accounts. Red Bull’s partnerships and its strategic reuse of content alleviates pressure from its creative teams while extending brand reach. Due in part to its smart video strategies, Red Bull enjoys 13 million monthly site visits and a four-star rating on its mobile app, and had over 2.3 billion video views in 2016 on its primary social accounts.

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