Make Video an Essential Part of Design and Information Architecture
As video usage and video views continue to grow, so does the importance of making video a key part of digital design. A Forbes headline from June reads “Video Marketing in 2018 Continues to Explode.” Consider this statistic from the article: more than 500 million hours of videos are watched daily on YouTube. In a 2018 survey that Hubspot conducted, 81% of businesses reported using video as a marketing tool, which is up 18% from last year’s survey.
Video Placement Guidelines
Despite the increased profile of videos, many people still place them at the bottom of emails, hide them in links, or forget about them altogether. A 2015 article by Stjepan Alaupovic for OnlineVideo.net has some practical guidelines for the placement of video on websites:
- Use a simple video player that viewers are used to seeing such as YouTube or Vimeo with a video play button to provide a visual cue to users.
- Place videos above the fold (in the top part of the screen) and in a prominent spot so that viewers see them easily.
- Enhance search engine optimization (SEO) with good metadata including a description that includes the word video and a verbatim transcription.
Recently, my own firm was redesigning our website. When the plan for the site was presented at a meeting, video was not part of it. Not only is video a product of most agencies today, it is essential for capturing an audience’s attention and presenting information in today’s digital environment.
Video Gallery or Library
In Chapter 4 of Digital Literacy for Technical Communication on information design, Michael J. Salvo and Paula Rosinski discuss the need for technical communicators to consider “findability” of documents and information. Today, users want to be able to find information in many formats including video. Websites should have a video gallery or library that is linked in a tab, card, or area of the homepage that is easy to see. Videos should be organized by category and playlists. Descriptive thumbnail images are useful, too.
Many organizations spend time, effort, and money producing videos, but they fail to consider where the video will be placed online, how it will be seen, and why users will view it. I recommend starting any video project by completing a video creative brief that lists a series of questions that should be considered. One of the most important questions to answer is “where will this video live online?” Below, you’ll find an example of a video creative brief.