April 12, 2013

Article

Creating sufficient enterprise video portals as important as message

It may seem like the most important focus of enterprise video solutions should be the content of the message being put forth, but there is a number of equally important elements in the creation of these recorded messages. Considering how people will see and interact with a business video is essential, since not everyone will wait even as little as a minute for these modules to load, while high site traffic could cause other deployments to crash completely. Anticipating access requirements and the overall usability of a video resource need to be considered as actively as the overall content of the recording before deployment occurs.

Keeping up with consumer trends
Companies are implementing more video solutions on a regular basis than ever before. Much of this is fueled by the popularity these outlets are gaining from consumer and corporate clients alike, the Dubai Chronicle reported. In order to keep up with the high demand for these film products, though, organizations may underestimate the amount of hosting capability they will need in order to avoid down time or lag on playback. The source noted that video consumption has increased by nearly one-third in the last year, with 65 million hits recorded on some video sharing networks in 2012 alone.

Firms that underestimate the need for an enterprise content delivery network may see their sites crash entirely if their business videos are too successful. This may not seem like a scenario that will affect many businesses, but even startups with a good message could experience these kinds of major spikes in popularity and overall traffic.

Handling outage incidents
The New York Times reported that this was exactly the issue that Michael Dubin, CEO of Dollar Shave Club, had to handle. His company’s recent launch was accompanied by a unique, funny business video that attracted over 10 million hits in the few months it existed, many of those within the first week of the recording going live. Subsequently, the website’s server experienced an overload, and the entire page crashed. Dubin had to spend a considerable amount of time getting the video live once more, which could have cost him and his venture significantly in terms of clientele and new subscribers, but the power of the message was able to retain that audience. Today, Dollar Shave Club is a thriving organization, but that could have been very different if its lack of video content managing and delivery service had played out differently.

The impact of video messages like these can make or break a business endeavor. As Business Insider stated, a study by Conviva showed that the lack of proper streaming or enterprise video access options could significantly hurt the reception of recorded corporate messages.

Timing out of interest
The source wrote that the research looked at a global cross section of video communication methods, tracking delivery strategies, viewing times and overall willingness of corporate and consumer viewers to interact with these deployments. The results highlighted the need for fast, thorough deployment portals, as people weren’t willing to wait more than three seconds on average for a video to load before navigating away from that page. In instances where a video is offline for minutes, hours or even days, this can result in a significant loss of revenue and word of mouth. Creating deployment options and investing in video portals that support more throughput and can handle more requests is the best way to avoid unwanted downtime and lost clientele.

Keeping in mind how a video will be viewed by the target audience is critical for successful business video deployments. If people can’t access a message within a short period of time, viewership will likely decline. Investing in better portals for enterprise content delivery is just as important in the overall message the recording contains.