Web video is a tool that can very easily be used incorrectly. Web video can come across as abrasive and unnecessary. The key is in how it is used on your website. It’s my opinion that all videos should be opted into by the user. Having a video load while you are just trying to find information on a site makes for a bad user experience. Likewise, videos that are just advertisements do not engage the viewer since they have been conditioned to skip all advertisements on the Internet. However, a web video can be a powerful asset when used correctly.
A correct way to use a web video is when it is a better option than text to explain an idea. For example, showing a video of how a widget works would be better than three pages of text trying to explain the mechanics involved. The effect is even greater when a video precedes the text so that the reader now has a mental image of what is being explained. They’ve seen the widget work, and now they can better grasp how it works.
Used sparingly and intelligently, web videos can be a great asset to a web page. When used incorrectly, it can be disastrous to your site.