What’s wrong with video content?

Youtube is the second most popular search engine, right behind Google. Clients want video content on their websites, because they hear that video is the future of the internet. One of my favorite time-wasting websites, Buzzfeed, has started inserting video content along with their existing content more often.

It’s true that video content is dynamic and engaging. It allows you to control the message you’re sending very carefully. There’s a much smaller chance of your tone being misinterpreted, and some users just like things spelled out for them. In a world where we have largely stopped reading to watch more TV, many users prefer to sit back and absorb a message, rather than taking the time to read through and comprehend lengthy blocks of text, whether or not it’s broken up with pretty pictures.

Video is great, but there are some inherent flaws in video as internet content that I feel all mixed-media creators must be aware of.

Times I don’t like video

There are a few reasons I turn away from video content. The first, and the biggest, is that I am often already listening to something else. I like to throw on some music through my headphones while I’m browsing the internet, and unless I have a very good reason to watch the video I’m presented with, it feels like too much work to switch off my music and direct all my attention to the video. I skip over it and go back to non-video content.

Not to mention, video disallows browsing content at your own speed. Some readers like to jump around in an article and find the parts that are interesting to them, while others read straight through. Video isn’t as browsable as that. While content creators may like the idea that they have that much more control over the consumption of their content, they may gain that control at the cost of part of their audience.

Some users are incapable of consuming video content. If a user is deaf/hard of hearing, or if they are visually impaired, they may not get much out of your video, or they may have a hard time accessing it. Technology limitations may also keep some users away from your video — if they are using an unsupported device or web browser, for example, videos may be completely inaccessible. Providing content in an alternate form, even if it’s just a video transcript, can help these users access your message.

Many video platforms also come with barriers that some content consumers are not willing to deal with. If your users must watch a 30-second advertisement before watching the video you created, how many of them will make it to the video?

One final piece to consider is bandwidth. Dial up internet, and most slower connection speeds, are mostly a thing of the past. However, one giant demographic may still be dealing with bandwidth issues: Mobile users. If mobile users aren’t within wifi range, they may not be able to enjoy your video. Some data connections are fast enough, but many aren’t. Users in more rural areas may not have fast data access. Users in very congested urban areas may not have data access. Some users may have an acceptable connection speed, but they may be hesitant to use up their data allowance on video content.

What to do instead of video?

I encourage content creators to continue creating at least some of their content in simple text-and-picture format. Balance it out. Provide some videos, but put some other stuff on the page, as well — so that when I skip your video, I can still hear what you’re saying.

When you are creating primarily video content, and there’s nothing else on the page, make sure your users know what they’re clicking into. I’ve clicked into too many pages only to find that it’s video content that I want nothing to do with. Waste your users’ time and they will soon find other content sources.

What does this matter?

Ultimately, it doesn’t matter. I am not in charge of the internet. I am not under the misguided impression that video is going anywhere. It’s here, it’s here to stay, and it will probably continue to grow.

I recognize that I may fall into a minority of media consumers. However, if you’re in love with the content you’re putting online, don’t you want everyone to enjoy it? If you want users like me to view your content, you will have to put it online in an alternate format. Content creators, you’re still going to produce videos. I know that.I love that! I just recommend doing so with eyes wide open, with full knowledge of the potential challenges the medium presents.