It is generally recognised these days that websites need to feature video, to help SEO, visitor engagement and increasingly for ease of use on tablets and smart phones.
Based on my experience what is less well understood is the different roles video can play and the how this affects the levels of engagement.
I would say there are four distinct levels:
This is who we are
In its simplest form this is the corporate video, generally a mixture of people, products, services all mixed up with a few logos and building tours. A great start, but just that, a start. Useful if people do not know much about your organisation, could sit on your home page, will only be watched the once.
This is what we do
Now we are getting a bit more interesting, you might have one video per product/service category or …