What’s the average uplift in engagement from adding video?

How much engagement uplift can video create on a website?

Video consistently delivers one of the strongest engagement lifts across digital channels. Multiple industry studies highlight that video dramatically increases time-on-page, scroll depth, and interaction rates compared with static content. For example, research from HubSpot found that including video on website pages can increase the time visitors spend on a page by up to 88%. Meanwhile, Vidyard’s 2024 Video in Business Benchmark report shows that video-enabled pages often see a 2–3x improvement in content consumption versus text-only pages.

Even for top-of-funnel visitors, video reduces bounce rate and encourages continued exploration. A report from Brightcove found that video on landing pages can increase conversion by up to 86%, largely because visitors stay engaged for longer. When buyers watch even 10–20 seconds of video, they’re significantly more likely to continue scrolling or click deeper into product or pricing content.

The uplift varies by page type, but the trend is consistent: video increases both the quantity and quality of engagement.

How does uplift differ across page types?

Different pages see different levels of improvement when video is added. High-intent pages typically benefit the most because video clarifies value and reduces friction.

• Homepage: Interactive or short overview videos often drive a 30–60% uplift in time-on-page and increase routing clicks significantly.
• Product pages: Adding demos or explainers can increase engagement by 40–80%, especially for complex products.
• Pricing pages: Videos explaining tiers, value, or onboarding can reduce bounce and boost scroll depth by 20–50%.
• Landing pages: Campaign and ABM pages often see the largest lift—sometimes 2–3x more engagement—because the viewer intent is already high.

A key insight: uplift is strongest when video answers the exact questions buyers already have at that moment in the journey. If the video is generic or too long, the uplift decreases.

Why does video increase engagement so reliably?

Video works because it reduces cognitive load. Instead of reading dense paragraphs or navigating multiple pages to understand your product, buyers get the answers they need quickly and in a human, digestible way. In a study by Insivia, viewers retained 95% of a message when delivered via video compared with 10% via text.

Other behavioural research shows that the human brain processes visuals far faster than text, and video triggers emotional and attention-based signals that keep people engaged. This effect compounds on pages that normally feel high-friction — such as pricing or complex product sections — because video simplifies information that would otherwise lead to drop-off.

In short, the uplift happens not because video is flashy, but because it’s easier for buyers to follow and understand.

How does interactive video impact engagement uplift?

Interactive video significantly amplifies engagement because it replaces passive viewing with active participation. Instead of watching a fixed narrative, visitors choose their own paths — a behaviour shown to increase engagement across digital interfaces. According to data from Vidyard, personalised or interactive video experiences can increase retention by 35–45% compared with standard video.

Interactive video also increases micro-interactions — clicks, choices, branches — which extend dwell time and improve insight into visitor intent. This can lead to 2–3x longer sessions on important pages. When visitors feel in control of the experience, they stay longer, explore deeper, and reach key decision points faster.

For high-intent pages, this uplift directly correlates with improved funnel progression.

How does ReelFlow help teams maximise engagement uplift?

ReelFlow is designed to maximise engagement uplift by turning static website pages into guided, human, interactive experiences. Instead of relying on generic video, ReelFlow helps teams create highly focused, page-specific interactive flows that align with buyer intent.

• AI-powered website analysis: Identifies the pages where video will increase engagement the most.
• Short-form, human-led content: Optimised for modern buyer attention spans.
• Interactive branching: Allows visitors to choose what they want to explore — increasing relevance and time-on-page.
• Reusable components: Teams can deploy videos across multiple pages without re-recording.
• Analytics tied to journey progression: Shows which branches, topics, and video moments correlate with deeper engagement.

Customers using ReelFlow often report higher scroll depth, longer time-on-page, and clearer buyer intent signals — because buyers finally get guidance instead of generic navigation.

FAQ

Is uplift guaranteed?

No, but most websites see meaningful improvement when video is relevant, short, and placed strategically.

Does every page need video?

No. Focus first on high-intent or high-friction pages like product, pricing, or key landing pages.

Do longer videos perform better?

Not usually — 30–90 second videos typically generate the strongest engagement uplift.

Is interactive video always more engaging than static video?

In almost all cases, yes — letting buyers choose their path leads to longer sessions and deeper exploration.