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Video isn’t always the right way to go

Posted by Michael Bloch in web marketing (Friday September 11, 2009 )

When it comes to video on the web, just because the technology is there, it doesn’t mean you have to (or even should) use it.

I was just checking out an affiliate network to see what sort of offers they are running. Instead of displaying a list, I was presented with a video. I sat through 30 seconds of hype for a *single* offer before giving up. If they had listed the offers in text; I could have viewed dozens of offers in 30 seconds and perhaps seen something of interest.

Sometimes we deploy technologies on our sites just because we’re told it’s the Next Big Thing or a competitor is doing it, or simply because we’re able to.

When it comes to keeping up with the Joneses it’s good to remember that just because a competitor is doing something, it doesn’t mean they are having success.

Sure, video has some advantages and I certainly watch my fair share of it, but it has its disadvantages too, being:

– It’s not search engine friendly

– It’s not low bandwidth friendly

– It’s not low bandwidth quota friendly

– It can sometimes force a viewer to sit through minutes of crap they aren’t interested in; increasing the chances the person won’t hang around

– Low budget productions can reflect badly on your business

If you’re going to use video on your site to promote products or services, be sure to have accompanying textual content too.

With text, the video-averse can quickly skip over the bits they aren’t interested in, getting to the information they are. That is a lot more difficult with video; particularly if the video is just a talking head or visual cues don’t give much indication as to what is being said.


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