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Form v Function

It was around 2012.

Websites were getting stuck with no innovation. 

The killer punch on top was missing. 

And then someone innovated!

Enter the video above the fold that plays automatically and silently on a loop.

It was great when it made sense and until everyone started doing the same. 

Product companies, ad agencies, universities – so many websites were using the video above the fold even when it didn’t always:

  1. Offer a clear message 
  2. Reveal anything new or important
  3. Give them an undue advantage

Sure, video has its benefits if you can explain your offering better with it. 

But capturing interest is not the same as converting interest.

It’s often far better to use non-video content above the fold if it can help you communicate better with words and load your website faster.

Takeaway

  1. Just because we can do something, it doesn’t necessarily mean we should. 
  2. Great form is awesome to have, but it should never be at the cost of function.
  3. A good-looking website doesn’t pay the bills, only a highly converting one does.

What’s your take on the video above the fold for websites? Let me know.

Form follows function.

Louis Sullivan

Kurian Babykutty

CEO, 40 Parables

Kurian’s a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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