When it helps and how to do it.
WHEN VIDEO WORKS
Demonstrating something difficult to describe Showing a process Introducing the people behind a business Customer testimonials, which are considerably more convincing on video
WHERE TO HOST IT
Not on your hosting. Video files are large, consume bandwidth heavily, and serve slowly.
Use a video platform and embed. Faster for visitors, cheaper, and your video becomes findable on that platform too.
PERFORMANCE
Embeds are heavy. Load them only when needed rather than on initial page load, where the option exists.
Never autoplay with sound.
ACCESSIBILITY
Provide captions or a transcript. It serves people who cannot hear the audio, people in noisy places, and search engines.
LENGTH
Short. Most viewers stop within the first minute.
PRODUCTION
A phone in good light with clear audio is adequate. Poor audio is more damaging than poor picture.
THE ALTERNATIVE
For most small business sites, good photographs and clear writing achieve more than video, at far less effort.
