June 25, 2012


The dos and don’ts of enterprise video

By Kevin Crayton – VP of Product Management

Many businesses deploy enterprise video plans in an effort to engage their employees, develop a social atmosphere in certain operations, train workers and more intuitively spread information. How companies go about doing this will dictate the success or failure of any program, as the methods used to make the plan work will often dictate whether or not it achieves the goals set forth when it was first implemented.

While video is relatively young in the enterprise, there are a few clear best and worst practices that come into play.

Best practices

Keep content short

If the videos are too long, people will usually not watch them. Generally, it is easier for your workers to make two or three minutes in their day to watch a video. Getting them to set aside even five minutes for work-related activity that does not involve their productivity goals is a much more difficult task. Keep content short and you should be able to keep employees engaged.

Get everybody involved

A successful video strategy should do more than just let executives post content every once in a while. Every employee should be empowered to create engaging material about the work he or she does. This not only helps engage workers, but also lets other individuals understand more about what different parts of the company do.

Be flexible

Video is a more intuitive, engaging form of communication than traditional business solutions, such as email. As a result, it is vital that you do not stifle it by establishing overly strict policies that are inflexible and limit the potential for creativity, innovation and growth.

Worst practices

Ignoring performance problems

Nothing will derail a video strategy faster than poor performance. If streaming content stutters or buffers too often, workers will stop watching. If on-demand video takes too long to load, many workers will not bother viewing it. As a result, organizations need to identify performance expectations before beginning the program, track issues as they develop and respond with video-specific network upgrades when necessary.

Using blogs and wikis as the video platform

Internal blogs and wikis are nice for employee engagement, but they lack the power to host a large-scale video project, or most smaller ones. While such tools are handy in many ways, a video solution cannot be made by metaphorically duct-taping non-traditional solutions together. If you want success, you have to invest in an enterprise video platform and not try to staple content onto another solution.