All plays
When to use it
When the offer sells a feeling, like events, travel, hospitality, fitness or food, and a static hero image undersells it.
How to run it
Add a short, muted, looping background video behind the hero copy, compressed hard, with a static image fallback on mobile and slow connections.
Why it works
Raise the perceived value of acting
Video carries atmosphere a still can't, but it distracts on practical offers and costs load time. Unbounce's analysis found background video earns its place on feel-focused pages and distracts on utilitarian ones.
Source: Unbounce background-video analysis