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Videos should autoplay muted, load progressively with poster images, and be compressed carefully to balance quality with bandwidth. Providing pause controls respects user preference, and fallback images ensure the experience degrades gracefully on slow connections or restricted devices.
Video excels at showing products in motion, conveying atmosphere, demonstrating processes, and creating emotional impact that static images cannot match. However, it adds significant page weight and complexity, so it should be used when the movement genuinely enhances the communication.