Should the hero have a video? Decide first

Should the hero have a video? Decide first
"Add a hero video to boost engagement." [DEPENDS] It spread because video feels modern and budgets love a deliverable. The truth: autoplay video often delays comprehension, slows the page, and engagement metrics rise while conversions don't. Decide before you film:
— Is the product hard to understand in words? If a demo clarifies it, video earns its place.
— Does the offer need motion to show value (a workflow, a transformation)? If a screenshot does the job, skip it.
— Measure load impact: if the video pushes Largest Contentful Paint past 2.5s, it costs more than it gives.
— Never autoplay with the message hidden behind a play button.
The nuance: video is a teaching tool, not a vibe. Use it when showing beats telling; otherwise it's an expensive distraction with great analytics.