We are social creatures and respond to being addressed like the unique individuals we are. This is true for both professional and personal interactions – whether one is applying for a job or attempting to score a date, success is more likely with a personalized cover letter or introduction than with something that has clearly been copied, pasted, and presented to several people.
The same rule applies to website content; visitors are more likely to be engaged or make purchases if they feel the content speaks to them and their interests. Having quality, well-researched content tailored to the audience will set a website and its associated business up for success.
Videos are an important tool in a website’s content arsenal. Long walls of text are not always ideal for conveying complex information or demonstrating compelling ideas. Videos can do the job more efficiently while engaging more senses and areas of the brain. This is not to say that videos should replace text content wherever possible. Rather, they supplement the text and can conveniently break it up, resulting in better understandability and engagement.