Consider how your audience will be using the visuals to determine the optimal camera angle, set the right tone, choose the right props, and maintain attention.
Instructional video content is helpful as supplementary information, though not all users will watch it. Videos should be easily discoverable, consistent in style across the site, and with thumbnails that accurately represent the type of content they provide.
Even a talking-head video can keep people engaged. Take advantage of residual fixations upon scene changes; vary the facial expression, subject position, and even camera angle to reawaken the user’s attention.
Eyetracking data show that users are easily distracted when watching video on websites, especially when the video shows a talking head and is optimized for broadcast rather than online viewing.
Most streaming video is useless; instead use higher-quality downloadable clips and short segments that can be chosen from a menu. All multimedia needs plain-page previews.