Video can make or break your website, so proceed with caution. Even a brilliantly created video can be counterproductive if it does not serve the overall needs of the website. Video is just a tool, not a necessity; in other words, use video only when it contributes strategically to your website. Video for video’s sake is a mistake.
Let’s start with when video should not be used. First, many assume video will add flare to their website, making it more hip and up-to-date. Well, video in and of itself is no longer impressive. The internet is chock-full of videos; it has become commonplace. Second, creating a professional, effective video is challenging. It takes skill, experience, and strategy. So, unless a video is professionally made, it probably should not be included on a website. Third, video should not be used simply because it is offered. Many website designers will include video as a part of their design package. Just because it’s an option, does not mean it’s desirable. It’s like buying a hot dog at a ball park, even though it’s an option, you may want to pass on the relish.
Now, when should video be included on a website? First and foremost, it must serve a purpose that is best served via video. For instance, customer/client testimonies praising a product or service is much, much more powerful on video versus mere text. Watching and hearing a real person praise a product or service is profoundly more powerful than merely reading their words. A genuine human being is always more trustworthy and convincing than written text. Second, a video must contribute to the overall purpose of the website itself. For instance, if a website exists to help customers utilize a product, then a “how-to” video is practically necessary, e.g., the makers of an exercise machine demonstrate via video how to safely use their product. Third, video ought to be included when it adds unique content to the website. A musician may want to include concert footage or a church can exhibit clips of their Sunday service. Fourth, video can tease the viewer, peak their interest, whet their appetite. Just as movie trailers tease audiences, a website video can present a product or service in such a way that the viewer gets excited and wants more. Through motion and light, video brings energy and life to a product: slow-motion footage of a car making a tight turn on a dessert highway. And video adds warmth and authenticity to a service: the genuine smile and warmth of a doctor advising a patient.
By all means, this is not an exhaustive list. There are just as many reasons not to include video on your website as there are reasons to include video. In most cases, video will simply undermine your website unless it is strategically and professionally produced. Many claim to be video professionals simply because they own a camera. Be smart: request samples of their work and ask tough questions like why you need video in the first place. That is the ultimate question and you’ll be surprised as to how few people have a solid answer.