Video is increasingly being used as a marketing tool, enabling brands to engage with their consumers in a way not previously possible. The availability and relatively low costs of good quality cameras means that it is now even easier than ever to create good quality videos and post them to the Internet, and share via numerous social media channels. One of the biggest barriers to releasing videos however comes down to the internal organisation, getting them out the door, so to speak, quickly and efficiently.
Brands have become clever with the way they engage with consumers, using video and other interactive methods to keep them interested. Of course, this also means that consumers are becoming accustomed to this approach and demanding more and more interaction in the way they engage with brands. In the coming years, the trend for online video is set to explode, with a new report from Cisco citing that IP video will account for 79% of all Internet traffic by 2018.
This year we will begin to see that explosion, with more and more companies tapping into the potential of video. However, as the popularity of video increases, the pressure on video production teams within organisations will, of course, also increase, with the need to create and edit more and more videos. With so much content, having an overview of exactly what has been created becomes both more challenging and more important at the same time.
Video platforms, giving an overview of those videos will become a necessity for anyone producing videos, however they need to get smarter, enabling team members to locate and place all video content in one place and to search within those for specific topics.
Managing The Edits
Of course, it is not simply a question of creating the videos and sticking them on the web. Each video needs to be reviewed, edited, and approved before being published, often in a short space of time, and often by several team members. If you have a large team, that only gets more difficult and it can be impossible to gain visibility over what the right hand is doing.
Getting those videos edited, approved and published quickly is therefore often an enormous task, especially if you are getting video content out ahead of an important launch or milestone. Being able to publish videos quickly can also make a big difference for the brand generally, in terms of how often it can engage with its audience. It is clear that the editing process needs to get smarter. Being able to share instantly with your colleagues so they can review and approve videos, or make edits, will clearly significantly speed the process up.
Video content management is often of particular challenge for large media organisations; not just in organising those assets, but also ensuring fast publishing, and a good level of SEO for those videos. A good video content management tool enables them to automate indexing and allows for easy sharing within the platform, helping dialogue between team members, and speeding up the process from video creation to publishing.
My advice is to find a tool that includes features for optimising search results, both for internal purposes and for search engines. By turning content within the video, including subtitles, speech, logos, and even faces, into time-based web video text tracks format (WebVTT-format), it means organisations can create an easily searchable text file associated to each video.
The potential for consumer engagement through video is huge, however for any company to truly tap into that effectively, they first need to ensure the internal processes are efficient, getting as many videos as possible created, reviewed, edited, approved, and published in as short a time as possible.