February 22, 2013


Re-enliven your business with video

By Rob Nunes – VP of Marketing

Enterprise video provides a variety of benefits no matter how it is implemented. From supporting marketing initiatives to internal training, video offers interactive and easily accessed content delivery, all while enhancing the employee experience of viewing that content. However, there are tricks to enhancing video solutions to maximize their potential. According to Business 2 Community, in order to bring content to life, a company has to understand a few basic principles of video content delivery.

Reaching the target audience with the right content
Video is only truly successful for a business if the right audience is targeted. Senior staff may not necessarily be interested in training videos, but live webcasting of executive meetings may interest them. On the other hand, new hires should have training directed at them and not worry about video webcasting initially. By figuring out the target audience of the content and having the right system to deliver that content directly, rather than forcing the employee to search for it, a business will be able to increase the usefulness of its video solution and improve the overall quality.

Webcasting vs. recording
Live video streaming has its uses, but sometimes a business will want to pre-record a video in order to edit and improve it before providing it to employees. Examples of the latter would be for training videos, workshops or project presentations that may need additional visuals or other content added. However, interactive webcasting is going to be far more efficient for streaming meetings or providing fast-paced collaborative content. Businesses will need a system that supports both uses of video equally well, ensuring that quality and accessibility aren’t lost, whether the employee is streaming live or downloading content for later consumption.

Tone is important
Video also has to set the right tone for its intended purpose. Training videos are often far more effective if they are entertaining, as employees are more likely to remember amusing anecdotes than dryly delivered data. On the other hand, making certain videos with a comedic bent could have the opposite effect, causing the viewer not to take the information seriously. Tone will depend on both content and audience, so knowing how employees will react to different types of video will be incredibly beneficial in the long run for a company.

Market to your employees
Marketing isn’t only useful outside of the company, especially when trying to introduce new ideas or trends to employees. By taking a tip from marketing best practices and implementing similar practices into enterprise video, a business may be able to reach employees more effectively. However, this depends on a variety of factors. A training video may not have to take a marketing approach, but when introducing a new project that could heavily affect workflow, it could be useful. Don’t be afraid to try different approaches with different types of content, as it could result in significant overall improvements to enterprise video solutions.

Deliver properly
One key place that video content delivery breaks down is in network infrastructure. It is equally important that a business invest in a dedicated enterprise content delivery network (ECDN) as it is to use the right tools for high-quality video production. An ECDN will help ensure that video is streamed at the highest-quality without affecting normal company bandwidth needs, and streamline delivery to employees. By eliminating network bottlenecking and video lag, overall employee engagement will be improved.

Ultimately, the use of video for business requires the right approach to content delivery and the right tools to get it done. By investing wisely and acquiring the right training, a business can successfully adopt video.