Choosing when to use it.
WHERE VIDEO WORKS BETTER THAN TEXT
Showing a process Showing a place or a product in use Demonstrating something physical Conveying personality
WHERE TEXT IS BETTER
Reference information people scan Prices and specifications Anything people need to find quickly Anything they might read at work
THE SCANNING POINT
Video cannot be scanned.
A viewer wanting one fact must watch to find it.
WHAT THAT MEANS
Do not put essential information only in video.
WHAT VIDEO IS GOOD FOR COMMERCIALLY
Demonstrating your work Showing your premises and team Explaining something complex Building familiarity
WHAT IT IS POOR FOR
Replacing your website content Documentation people refer back to
WHAT TO DECIDE
Whether the message genuinely needs moving pictures.
If not, text is cheaper to make, faster to load, and easier to find.
