Interviewees offered the following words of wisdom to those thinking about or beginning the video venture.
✓ Do pursue video, it’s become the norm.
✓ Do visit other sites widely and often, otherwise you’re flying blind.
✓ Do stay true to your core mission.
✓ Do invest up front, and rewards will come.
✓ Do work to capture someone’s attention within first few seconds of a video.
✓ Do make sure you’ve got sufficient bandwidth and a trusty Web host.
✗ Don’t worry about using amateur video at first, professional can come later.
✗ Don’t stick a 10-second ad at the end of a clip. People will bail out before it airs.
✗ Don’t be afraid to experiment.
✗ Don’t be afraid to put up video that might bomb.
✗ Don’t think video is an instant cash cow.