April 4, 2013


Understanding why viewers walk away from video is vital to success

Creating custom video communication for internal messages and external public relations has been a significant benefit for businesses of all kinds. The rise of cloud computing, social media and easier access to sharing and viewing capabilities has made these popular tools among consumers and corporations alike. Some experts even believe that the majority of online interactions will soon take place in the context of video, rather than traditional text or image mediums, making it a hot commodity for organizations of all kinds.

However, simply because something has mass appeal doesn’t guarantee that every video communication a company creates will automatically receive an audience. Some messages do better than others, receiving more views, hits and shares. At times, recordings may be ignored outright or garner very low response, and understanding why that happens can help businesses create better content the next time they make a video.

Pinpointing video issues
There are several video elements that organizations should be wary of when writing, filming, editing and posting correspondence. The enterprise video portal a company uses could be even more important, depending on the provider a company uses. Business Insider wrote that people will wait less than 3 seconds for a streaming video to begin before abandoning the experience completely. That means if an organization is using a tool that consistently takes 5 seconds or more to start a stream, viewers will have already navigated away from the video and will never see what the company had to offer.

The source stated that a study of more than 22 billion video streams in 190 countries showed almost 5 percent of all streaming video fail to load the first time. That may seem like a trivial amount to some businesses, but if one in every 20 customers is unable to view corporate video communication, that can amount to a large number of lost clients by the end of the year. What’s more, these failed contacts could generate poor word of mouth or other negative feedback regarding a company, its products or services all due to a failed interaction with the business’s online presence.

When these options are working properly, however, they can have a significant positive impact on the way corporations and consumers interact. Key among the elements driving video communication acceptance, according to Business Insider, is the quality of recordings. The source stated study findings indicated people were willing to watch messages for 25 percent more time than shorter messages if the videos were high quality. This includes content of the message as well as that of the recording itself, meaning enterprise video solutions are essential to keeping clients entertained.

Quantifying quality concerns
Other leading problems with content are also rooted in the overall quality, Biztech Magazine reported. The source stated that quality of service (QaS) and bandwidth sustainability could have significant impacts on how well video content can stream, but there are ways that companies can pare down their offerings to make these less likely to occur.

It’s essential that the enterprise video platforms firms offer able to interact and run alongside current business tools, Biztech Magazine stated. Companies need to be able to ensure that the media they create and interact with will be compatible with current solutions. Just like a 5-second delay can deter people from watching business streaming video, being forced to navigate to a new page to download a dedicated video client may make people less likely to watch a corporate correspondence. Making certain that recordings run on widely accepted and popular resources makes them easier and more readily viewed, increasing the chances that clients will engage in the practice.

Improving overall reception
“The consumerization of

IT has driven the technology further into the organization,” Bill Coe of CDW told Biztech.

Coe told the source that the ability to connect and collaborate with others is greatly heightened through the use of enterprise video tools, but organizations need to be careful that they’re offering top-quality services to their employees and clients that won’t wind up slowing down their computing workflow. In order to do that, businesses should be monitoring the kinds of devices and services that regularly access video resources to ensure that all requesting parties are successfully able to gain access to these recordings. Detecting issues in certain channels, such as wireless networks or on mobile devices, will allow companies to correct specific issues and create better reception in the future.

Limiting latency, jitter and failure to load can help companies increase the viewing audience a video is likely to receive just by making it more accessible. This requires increasing quality without overloading network connections, so using the proper delivery tools is essential to success.