It appears lately that the benchmark for an engaging site only has to include an element of video. The recipe for some promotional sites has been like baking a batch of instant muffins: add one part video to the packaged mix and stir (optional: add user-generated content to taste).

Video on the web can be so much more flexible than its broadcast cousin. Sites don’t have to limit video to a rectangle box within the browser or, heaven-forbid, third-party player. The play, stop and pause buttons can disappear, and the user can interact with different aspects of the video. We’ve found that with video users remain on sites longer and can retain information better than without.

Example of eye candy

The correct use

This doesn’t mean that the application of video can’t be frivolous or artistic; it simply means that the video should serve to engage users, provide them with a means to navigate or give them something positive (and brand-related) to remember. We know that, for example, users are drawn to headlines and bullet points and often skip over longer bodies of content. Video can deliver deeper content quickly and can show a product’s application in context. When integrating video, be sure that it serves a purpose, and that it stretches the legs of the technology and gets out of the box.