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Like others have said, it depends on your target audience. I also think it depends on the context of the shoot.
The way my husband and I tend to shoot our content is in a voyeur style so basically I am going at it with my partner(s) and he captures the action. We do not pay much attention to him. I think this style works well for swinger themed sites.
During webcam shows I interact with the audience so there is definitely eye contact made with them (well, through the power of the Net) and videos we get from shows reflect that. I also similarily make eye cotnact when I do a solo shoot but only for softer sets. If there is action then I tend to focus on what I am feeling.
If I am doing a themed shoot then I don't make a lot of eye contact. The fourth wall is left intact. Though I do enjoy some narration towards the camera if it works for the shoot. I think it can be funny but sexy and intimate at the same time.
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