With the popularity of YouTube growing, entrepreneurs are understandably excited by the potential of the medium. I’ve consulted with people who are looking at taking their basic web sites to the next level of web marketing, and heard things like “We’ve got to have video. Video is so popular now.” To which I say: maybe. It depends on the video and how you use it.
Unless the video content on your site is somehow great, nobody cares about that video except you and maybe your Mom.
“Great”, on the web, means meeting a need. That need can be to have a laugh, to learn something, to be inspired.
In other words to truly leverage video on the web, you have to create videos that will draw your customers to view them. At it’s best, the video will help new people discover your website.
A fun example of this is The Human Flipbook by the restaurant chain Ebert & Gerbert. This is so creative & wonderful, it was mentioned on a site that I subscribe to. Because the video was embedded in the page at Do Something Pretty I didn’t even realize I was watching a commercial until the end. By then, I was so impressed I didn’t mind.