Don’t choose a cloud-based video platform until you read this.
While the use of video in communications has become ubiquitous within the enterprise, there are still questions. With ubiquity comes volume. Lots of volume! Having on-premise servers host and store thousands, if not hundreds of thousands of videos can incur significant costs as content scales in terms of hardware, storage, and operations, to name a few.
Why is a cloud-based video platform better?
- Content Value The first ingredient is to choose a platform with intelligence. Let’s call it Smart Video. Look for robust, easy-to-use features to make branded video creation interactive to drive engagement further. For example, it can offer users a host of options, including having a video microsite via a portal and the ability to add messaging, attachments, links, captions, transcriptions, translations, polls, and Q&A to video. In essence, your content will promote engagement and be consumed not only as video but in various ways if you choose.
- Content Distribution Put the right content into the right hands at the right time. In managing your company’s live video cloud, it’s essential to enable users to easily identify, search and access content anytime they need it. Imagine being able to deliver video content to anyone on any device, anywhere? No matter the company’s size, powerful video technology must make live and recorded video delivery secure, high performing, and easily accessible to everyone. Smart video technology support’s tens of thousands of live or asynchronous viewers with no loss of quality, no matter where they are.
- Content Management The ability and capacity to store and manage large video might be considered “cost of entry” in discussing what makes video smart. The truth is, keeping content is important. Still, the ability to access the content for later use might be considered mission critical—especially considering the advent of governance and compliance of content retention and removal by regulators becoming codified on both the state and federal levels. A smart video platform will enable any enterprise to control the organization, search, and sharing of video via one centralized library and create workflows to manage access. Enable the distribution of live streaming video content to a hyper-distributed workforce on a very large scale—say 100,000 individuals or more, simultaneously. There are real opportunities to demonstrate how scalability can be beneficial.
- Content Analysis We not only have the option to work in a wherever, whenever environment, we continue to operate in a data-driven climate. If content performance cannot be measured, it has virtually no value. Having the capability to measure video content performance will inform how we improve business communication. We can track the operational aspects, like live-streaming or video-on-demand performance, i.e., buffering and drop-offs, and gain actionable insight into how effective our video communication was with our intended audience. How many people watched the video? Who watched the entire video? At what points in the video did they lose interest? What segments of a video were watched multiple times?
Bringing insights to video content is the cornerstone of how businesses can use video to develop a course of action or correct course when necessary. A powerful video platform will have the tools to provide metrics on how videos perform, such as delivery rates or engagement. This data will measure success in a way that will provide an analysis of how and when a video is being used, what devices people use most, and track video quality across the network. You will be able to gain insight into video consumption by tracking data including:
- most watched authors
- most watched videos
- video portions most watched
- length of time watched
- repeated watching
The good news is that cloud video streaming and video conferencing have been recognized as a competitive advantage inside the enterprise, and while challenges still exist, choosing a cloud-based video platform that is “smart” is a huge leap forward in meeting the challenges of delivering, managing and measuring the success of any solution.