The biggest challenge for a gallery seriously considering producing original video content is the production process itself. Generating finished, high-quality video is a multi-step process, from scripting and shooting to post-production. Expertise and experience are required, skills that might not necessarily be found in-house at a gallery. But any gallery that can add this type of content to their website will earn immediate dividends in terms of increased visibility, exposure, and buzz. After all, high-quality video has the potential to capture a viewer’s attention far beyond that of flat images and text. The explosive growth in popularity of YouTube, Vimeo, and other sites has made Web video virtually ubiquitous. Now is the time for galleries to decide what role video will play in their websites.
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