Video Strategy
Part of Video content strategy for business websites and owned channels
Deciding when a written guide works better than video
Decide when customers need a scannable written guide, when video adds useful motion and how to keep both answers consistent.
Start with a written guide when someone needs to scan, compare, copy, revisit or follow exact information at their own pace. Add video when movement, timing or a changing screen helps explain a particular step. The written answer should still contain the information needed to complete the task.
Consider how the answer will be used
A customer may compare service inclusions, look up one setting mid-task or return to a step after an interruption. Headings, lists and written steps let them go straight to a detail. In a video, they must find the relevant moment.
A guide is a useful first choice for conditions, specifications, names, links and steps likely to change. If the answer depends on how a tool moves or what a screen does after an action, a focused video may make that part clearer.
| Need | Start with | Add video if it shows |
|---|---|---|
| Compare inclusions or limits | A structured list or table | A relevant detail that is difficult to explain in words |
| Complete a multi-step task | Numbered written steps | A tricky movement or screen change |
| Find one answer quickly | A heading and direct answer | A useful demonstration after the answer |
| Hear a person's account | Written context and attribution | Their explanation adds relevant detail |
This is an editorial decision aid, not a measured claim about reader preference.
Draft the text first
Write the direct answer under a descriptive heading. Separate actions from conditions. Then look for places where words such as “like this” or “over there” leave something unclear. A picture, close-up or short video may resolve that gap.
For example, a setup guide could name a control, state its starting position and describe the expected result. A clip could show a hand movement that is difficult to describe. The essential instruction should remain available without playing the clip.
Allow for access and changes
Some people cannot play audio in their setting, have limited data or use assistive technology. If you add video, provide accurate captions for relevant audio and a text alternative that covers essential visual information. Automatically generated captions should be checked before use.
Consider what may change. If labels or conditions are revised, update the written guide and check any related video for conflicting instructions. Record who is responsible for both. If the guide answers the question clearly and the video has no specific visual job, publish the guide on its own.
