You’ve been using video sporadically, and now you’re ready to make it a permanent part of your company’s internal and external communications. What’s next?

Video is ubiquitous in our personal and professional lives now, so it’s tempting to think that any solution will work when it comes to using video as a strategic communication tool in your business.  But not every solution will take you where you want to go.

Here are five things you should consider before choosing an enterprise video platform for your company:

1. Reach

Where are your audiences located? Do you want to reach all of your employees with your live and on demand videos? Who is viewing from mobile? How about virtual desktops?

A YouTube video  is easily viewed by 10,000 people at the same time because of the collective capacity of the Internet. But a live webcast being viewed by 10,000 people within a company can take down the corporate network. That’s because businesses are by nature a homogenous bunch; it’s not unusual for almost everyone to need to see certain videos at the same time, and often from the same building’s network.

Intelligent content routing, VDI video players and video-specific edge caching are examples of technology that can assure you can reach everyone in your audience on whatever device they are using. By the way, this infrastructure can be in-house or in the cloud – but it must be thoughtfully provisioned.

2. Security

Often the most valuable videos in your company are the most sensitive. Enterprises need to address the paradox of making videos increasingly accessible to employees, while at the same time preventing unauthorized viewing by others.

You need to treat video content with the same respect and discretion as other business-critical content, with appropriate workflows, integration with corporate directories, and content encryption where needed.

3. Creation tools

Enterprises typically start with a one-to-many video strategy; CEO towns halls, employee training videos, product launches.  But the most successful quickly see growing demand for employee-generated content. When video becomes a tool for everyone, video ROI goes through the roof.

To make that work, video creation tools must be as easy to use as email and other day to day productivity tools.  If they aren’t, adoption will lag. Recording templates, desk- and mobile-based recording, slide capture and screen capture tools are examples of features that must be extremely simple to use.

4. Content management

A video’s only value comes from being watched. That may sound obvious, yet most enterprise video content gathers dust in a company’s datacenter or cloud because employees can’t find it, or don’t even know it exists.  Enterprise video portals must include advanced search capabilities like Speech Search to enable videos to be found over and over again.

Successful video-enabled enterprises build on this capability to create powerful knowledge repositories to share proprietary information – field repair how-to videos or sales training, for instance.

5. Integration with your enterprise

To be fully adopted, video needs to be where your audience lives – on SharePoint, Jive, IBM Connections, or the intranet.  Make sure your enterprise video platform can seamlessly integrate with your existing content and communications infrastructures.  Why ask employees to learn another system?

Another huge opportunity is to use your video platform to record web conferences and video conferences – creating an invaluable, searchable knowledge repository for “free”.

Video is a powerful tool for taking your company’s communications and collaboration to the next level. Be smart and think ahead about what you need your video platform to do to fully leverage video in your organization.