Back in December, Jakob Neilson made some comments on his alertbox on repurposing video meant for other mediums such as TV, video, etc. for use on the Web. They did some interesting studies on where the eyes concentrated when a “talking head” news cast was played for 24 seconds online.

It appears people are constantly looking for something more. The talking head commanded some attention, but the eyes moved on to text and links on the right, a sign in the background, etc. They were looking for more info, more options… and in the eternity of 24 seconds, they got just plain bored and distracted. Part of the difference he notes is that broadcast viewers are accustomed to being sponges, while online users are usually driving their own experience. People don’t VIEW the Web, they USE it.

In this business, we often get similar requests. A company wants to post a video of their CEO welcoming people to the site, or a “host” pointing out navigation and links. So, the CEO feels important, the marketing director gets patted on the back, but the user is left wanting.

This may work for a kiosk or CD-ROM. But for the Web, it may be more distracting than beneficial.

The trick is using the video to your advantage, adding value for the user. It is a deceptive medium if not used with strategy. On the Web, video may better serve its source (and users) if it adds something to the experience that would otherwise be lost. For instance, Zunch used video testimonials from mesothelioma survivors about how an incredible mesothelioma surgery is prolonging their lives at an unprecedented rate. Now, that’s video-worthy. On another site our creative team used short “how-to-demos”  for pilates poses which may have been confusing if only described in text. Again, giving the user more.

If used correctly multimedia has the ability to create impact that text and imagery alone may not. But, even on broadband, our kbps is too valuable to waste if we’re getting nada-in-return.

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