Considering Audio and Video’s Potential on Your Web Sites?
• Keep it short—Web videos are best kept to one minute.
• Don’t use video if the content does not take advantage of the medium’s dynamic nature.
• Keep distracting elements out of the frame.
“As we think about how to incorporate video, audio and webcasts with our Web sites, the best advice I can offer is to have a strategy for the site. That’s a written plan that defines what the site is doing and can do for the brand,” says Sabatier. “Then determine functionality and how to generate revenue from the site. Make it a separate P&L tied to the print product. Let’s not do with the Web what we did to print years ago, when we started giving our content away or selling it for pennies. Where is the value proposition with your site and with your audience?” she asks. “If you can answer that, you can easily test all forms of media on your site and expect somebody out there to pay for that experience.”—NS