Video can answer questions quickly and make an unfamiliar company feel more credible. It works best when it supports the decision on the page rather than decorating it.
Give the video one job
Demonstrate the product, explain the process, introduce the expert or address a major objection. Keep the message aligned with the campaign promise.
Design for real viewing behaviour
Use captions, a clear opening and a useful thumbnail. Do not rely on sound or autoplay to carry the meaning.