August 1, 2013


Making enterprise video solutions more profitable through better deployment

Creating rich multimedia content allows businesses to experience a wide array of capabilities in terms of communicating with employees, clients, partners and consumers. There are a number of options available for boosting the signal on what companies have to say, providing more insight and clarity to the messages that entities want to share. Increasingly chief among these methods is enterprise video solutions, assets that allow for easy creation, curation and deployment of recorded content.

Bigger audiences with more connections
Video tools make business messages available to corporate audiences whenever they need them. The expiration dates on these recordings is limited only to the scope of the content contained in these recordings, making information more viable than written data and providing a more engaging experience for viewers than traditional modes of communication. These assets open the door for organizations to create a long-standing resource of training, coaching, report and engagement videos that can be used time and again for a wide array of business purposes.

The question that many companies ask regarding these assets is how to increase their monetary value. While internal use can certainly be calculated and evaluated, weighing initial investment in video products versus the performance improvements evidenced in recipients, the total financial worth of these tools and services may become more abstract as audiences expand. Controlling costs on deployments and curation can also add extra variables that can throw off corporate calculations when determining the real value of hosting streaming video content. When organizations can't see the true worth of products, it can endanger ongoing funding and use of these assets. There are other ways of expanding use and boosting revenue based on video resources, though, if companies are conscious of them and implement them properly.

Improving delivery options
Making better use of online assets and sharing capabilities are among the best ways of getting more mileage out of enterprise video solutions. As Fierce Content Management stated, social networks and Internet search tools are powerful methods of putting business recordings within reach of target audiences. Whether these assets are meant to be shared with other businesses or given to investors, clients and partners determines the kinds of networks that owning entities want to utilize, but it's important that firms boost the signal on their hosted video content so that enough people see the message to make it financially viable.

These services aren't expensive, either, as the source wrote. Many social network sites and video hosting providers offer these services for free and attract huge viewing audiences each year. More importantly, these outlets allow viewers to share the videos they prefer with their own circles of friends, colleagues and social networks. Simply placing a corporate video communication resource on a site and making it easy to find increases the likelihood that the recording will then be passed along to other people that the owning organization may never have considered part of their viewing audience. This system works similarly to word-of-mouth consumer recommendations. This method can create more business leads than simply pitching videos at potential partners or corporate entities, allowing companies to gain an advantage of competitors and become recognized by peers and associates alike without spending any more money on their initial video launches.

Changing request methods
A recent study by Ovum showed that there are other methods for increasing the visibility and financial usefulness of enterprise video solutions than just putting them into more social and hosting circles than basic portal launches. Streaming Media Online reported that the survey showed that streaming content and multi-screen outlets are also helping to improve notoriety of corporate recordings. These qualities make messages easier to view, no matter where or when a person access them.

The source stated that traditional video content is far more popular when made available to people on a number of different devices. Desktop computers have long been considered the primary realm of video viewing, but as cloud resources and mobile deployments becoming increasingly popular in the corporate sphere, it's important that organizations keep up with these trends. Ovum's research showed that people are increasingly turning to Internet resources on smartphones, tablets and laptops and the valuation for these more flexible options continues to rise. In other words, people are more willing to pay a slight up-charge for a video if it's available in their desired platform.

Fierce Content Management agreed with this point, adding that people are turning aware from televisions more these days and directing their casual and corporate viewing toward portable devices. Businesses need to ensure that they're making proper use of multi-screen technology and putting their video communication assets in social positions that allow the greatest amount of visibility in order to experience the best return on investment.