There is such a thing as overdoing your video content. When there’s a message I could just as easily (or more easily) scan via text- just give me the text. I can’t even count how many times I’ve clicked on an interesting link from Facebook, Linkedin or news media sites only to find that it’s a video link, and I can’t get to the content of the message unless I’m willing to wait through the ad, then sit through the video.
Video has it’s place- for entertainment, or education. But for news or content, give me text. I don’t want to have to go through it at a video’s pace- I want to see what it’s about and quickly move on.
What’s the best practice?
First, your link or image should clearly show that it’s a video- or you’re misleading me.
Second- provide the text transcript as an option.
Let the user have control over the experience.
jess blogs 
I fully agree with you!
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glad I’m not the only one who thinks this. When I see am interesting headline on CNN or the WSJ and it ends up being just a video, I end up leaving the whole site.
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