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How to Develop an Enterprise Video Strategy

It’s no surprise that more and more people are using video to communicate. That stats are impressive. For example, according to Wordstream, more video content gets uploaded in 30 days than what the major US television networks have broadcast in 30 years. 1 billion hours of video are consumed on YouTube every single day. Perhaps because of the advent of the Covid-19 Pandemic, the use of video to communicate at home and at work is increasing at a faster pace than many had thought just a few years ago. In fact, some of the world’s largest enterprises have not only adopted the use of video, they’ve embraced an enterprise video content strategy to help deliver, manage and evaluate their use of video. Some have even developed new staff positions responsible for the management and deployment of video throughout their organization.

It’s important that large companies have a reliable and secure way to deliver video, but it’s equally important for them to understand how their employees, managers, partners, customers and investors are using video. They understand that just simply creating and releasing video content into their ecosystems would result in chaos if it weren’t managed properly. Think of all the video content thousands of users generate on a daily, weekly, monthly or annual basis at the enterprise level. As an example, imagine how an enterprise might manage to meet compliance regulations with that much content on their hands—how do they meet their own retention policy, how do they meet federal or international regulations?

How to Create a Video Communications Plan for the Enterprise

Let’s be clear, this is not a guide on how to create an enterprise video marketing strategy, rather it is a guide on how to create a successful enterprise video strategy in the first place and as part of that strategy, identifying the right video engagement platform for your company.

There are four main ingredients to consider when developing a video communications plan:

1. Prioritize Quality Video Delivery Systems

Truth is, it’s not necessarily about the creation of the video that’s so important. It’s the need to deliver the video to the right people at the right time with the right content, no matter where they are, no matter what device they use. Many within the enterprise now work remotely so it’s important to find a platform that will deliver at scale, not to a few hundred stakeholders, but to thousands or even hundreds of thousands for both live stream video and video on demand. Delivery has to be flawless. Every time. This is key to providing a good video experience.

2. A Video Platforms that allows you to Manage Video Content Easily

With the wide-spread adoption of video, managing the variety and volume of content is mission critical. There was a time where we thought there was no way to manage the myriad of emails, documents, contracts, and other forms of electronic communication within the enterprise—now it’s routine procedure. Moving forward there will be a need to manage the new way of communication, video. With a platform that allows permissions, you can. Easily.

3. Secure Video Content Delivery is a Must

Delivering video content securely is the cost of entry to developing a successful video content strategy. So one might think. There are plenty of platforms that are simply not as secure as they need to be for enterprise level operations. A platform that allows video managers or those in charge of the enterprises video strategy or digital transformation must consider the security and controls offered by the platform before considering any other feature or benefit of the platform.

4. Analyze your Audience

Some might consider a video strategy that allows for the analytics of the videos delivered to be a nice to have. No, it’s a must have. How else will you know if the messages in your videos are resonating? With analytics you can measure who is watching, how long they are watching, if there were technical difficulties like buffering. This analytical look at video can help those creating videos to adjust their message. How cool is that? Don’t even consider a platform that does not offer this type of actionable insight.

Some might say that the first step in developing an enterprise video content strategy is to first recognize that video is replacing all other previous forms of corporate communications. The objective is to engage your employees, partners and customers. The strategy is to flawlessly deliver, control, manage, secure and measure all of your video content. And choosing the right video platform is the cornerstone to executing any well thought out enterprise video content strategy.

Russ Cohen is Director of Creative Services and Content at Qumu

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