Video has become the content of choice on Facebook, SnapChat, Youtube and Skype. Why? Because it engages people like nothing short of being there in person.

How do businesses put video to work in their enterprise?

It’s tempting to think that those same consumer apps can do the job, but that’s a fool’s errand. Organizations need a video content management platform to get the most from video while avoiding the risks. Here’s why:

1. Content management. Video is business content, just like your emails, documents and other proprietary information. It needs the rigors of content management, the same as those formats.  Video content management provides the governance, workflows and long-term management required for all of your business content.

2. Security. The easier it is to share content, the more important it is to be able to secure it. When the CEO sends an all-employee message on an upcoming merger, it’s just as important to secure it from reaching the wrong people as it is to reach all the right people. Video content management makes secure distribution, management and workflows possible.

3. Reach. Since video is all about communication, silos are the last thing you need. It’s common for enterprises to have half a dozen or more independent video solutions scattered across the organization, none of which reach everyone. A strategic video content management platform allows the right people to watch the right videos at the right time – on whatever device they are using.

4. Search. As video content repositories grow, finding the video needle in the haystack gets harder. Modern video content management solutions enable a Google-ish search experience – not just to a video, but to the point in the video where a word or phrase is spoken.

5. Integration. Video is most easily adopted and leveraged when it’s part of existing applications and portals. Video content management platforms should embed video functions – both for viewing and creating – within the company’s standard user applications including SharePoint, Jive, IBM Connections, Salesforce and others.

6. ROI. Once a strategic video content management solution is in place, the incremental effort needed to expand to new video use cases is very small.  Video belongs almost everywhere now – and enterprise-wide video content management makes adding it fast and full-featured – and each new use case adds to the powerful video content knowledge base.