March 1, 2013


Preparing for enterprise video solutions integral to success

Companies are always looking for better ways to share their corporate message, culture and values. Using open forms of communication that allow a variety of viewers to see these aspects visually represented is important to getting the right message across, and when combined with an actual voice of someone representing the organization on-screen, the ability for others to relate to concepts could be increased. This is, ultimately, the goal of using enterprise video in the workplace.

These tools also allow for an unified message, instead of permitting individuals to assume for themselves what a company really stands for. Optimal video deployments can teach corporate culture, educate workers on new policies or add to the impressions of current and potential clientele. Being prepared to use these tools to their full potential should therefore be a primary concern for organizations, as not all companies are inherently geared toward video communication deployment.

Compensating for time restrictions
According to TechTarget, the price of streaming video is not what should be really concerning to organizations. It's the bandwidth and file size that they need to think about. Some businesses pay for certain volumes of data every month, and in other cases, a large file size could cause processing slowdowns for specific users, departments or organizations, depending on the bulk involved. Prepping for high-definition recording and uploading should be one of the first things a company does when it decides to adopt this technology, as well as thinking of the consumer-facing interaction such a video will have.

Keeping someone's attention for a long period of time can be difficult, so companies concerned about file size may want to reduce the duration of video modules. This can allow high-quality images to be retained throughout the video, yet smaller file sizes can still be obtained by shortening these recordings to a fraction of their original length. Instead of thinking of it as cropping out data, businesses can look at it as making their videos more concise and viewer-friendly. If a recording is only half as long but is packed with high-quality information, watchers will be more impressed and learn more in half the time.

Reel SEO stated that there's no single video length that's more correct than another. It should be as long as it takes to get a message across in a clear, concise manner. However, estimated times show that keeping these videos between 2 and 3 minutes in length will help ensure that people watch them and pay attention from start to finish. These small, digestible chunks of information are also more likely to be shared, the source stated. This helps boost hit counts and serves as a valuable measure of how effective video communication is for an organization.

"When we suggest videos, we focus on those that increase the amount of time that the viewer will spend watching videos, not only on the next view, but also successive views thereafter," said YouTube's creative marketing leader, Eric Meyerson.

Adjusting the mindset
Thinking about the message and how likely viewers are to sit through a 6-minute presentation can help businesses cut down length and still encourage more hits, so long as they don't sacrifice quality and content when making cuts. Ideally, while the 2 or 3 minute mark is a good benchmark, Reel SEO wrote that a study of the most popular ads online found they tend to be just over 4 minutes in duration. So while shorter, concise messages are preferred to help get the entire message across and ensure that the bandwidth restrictions of the audience are respected, pushing the final run time a little bit can still provide a memorable experience.

"Creativity in is all about the power of reduction," Reel SEO quoted John Hegarty, an expert in delivering the best corporate messages. "Write less, say more."

What's more, as TechTarget pointed out, while there are certain restrictions in what corporate users are able to download at a time, many of them are working in the 4- to 6-mbps range. Considering that older systems ran on around 128 kbps, the increased performance times should give organizations more leeway in business video streaming and connecting. There may not be a lot of flexibility with these systems, the source stated, as they're usually incorporated directly into business software suites with set data ranges, so it's up to the video's curators to come up with ideal viewing experiences and anticipate the needs of the audience.

With so many forms of communication taking on smaller sizes while ingest sizes increase, combining the best elements of services like Twitter with video communication tools could help companies hone in on the core of their messages. This will produce higher quality videos that run shorter but have greater value than those that may be twice as long.