Many government websites now include videos. They are attractive because they are easy to use and have an established audience. Users can either link to their video on a third party site or use an embedded video player on their own website.
Adding video content to a site increases its visual appeal and attractiveness to the user. You need to balance the benefits of using online video against the disadvantages inherent in its service conditions. The content, its distribution strategy and the proposed audience will all have a bearing on the decision.
Users’ expectations of online video are becoming increasingly complex. Video provided online should aim to be:
Additionally, sophisticated users often expect online video to be:
Licencing, bandwidth and copyright issues will need to be considered before these additional functions are made available.
Agency video publishers should also aim to create video that is:
On the technical side, firstly decide whether to progressively download or live stream the video. Ensure the codec you use is widely available and consider what type of video player to use. For both agency- and third party-hosted video solutions you will need to consider accessibility. There are a number of applicable Web Content Accessibility Guidelines 2.0 (WCAG 2.0) Success Criteria at both Level A and AA to consider. Lastly, you need to ensure that you have sufficient reporting capabilities to provide meaningful analytics.
Last Reviewed: 2012-09-04