01 When video fits
Product demos, a clear process, a client testimonial, or a complex service explained in "how this works" format in 60–90 seconds.
02 Technique
Compressed MP4/WebM, a poster frame as the LCP, no autoplay sound, lazy-loading below the fold, and subtitles for mobile viewers without sound.
03 An alternative
A short motion loop or a quality photo composition is often faster and no worse than a 4-minute "talking head."
