Energize Your Video Content Archives

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By: Steve Vonder Haar

Getting employees to watch pre-recorded streaming video in the workplace is something that is easier said than done.

Of course, we’d all like to think that our co-workers would be chomping at the bit to watch our video highlighting the division’s progress during the most recent quarter. And, naturally, who would pass up the opportunity to tap into some added training opportunities when given a chance to watch the video at the time of their choosing?

Human nature being what it is, however, we find that online video content recorded for later consumption in the workplace can sometimes get lost among all the other business demands tugging at our time. When that happens, a corporate video portal can become the equivalent of a corporate ghost town. While top executives can capture and post all the video they want, challenges still remain in getting employees to actually watch the video content and absorb its message.

These challenges actually cut into the impact that streaming video can have on day-to-day business communications. After all, if people don’t watch a video, they will never hear or see the message an executive is trying to deliver.

By leveraging improved software and embracing enhanced video content development strategies, companies can actually energize their content archives in a way that fosters greater employee engagement with on-demand business video. Here are five ideas for transforming an online video archive from a corporate ghost town into a bustling hub of time-shifted communications:

  • Create video with “short-attention-span theater” in mind: Viewers prefer short and snappy content. Keep your videos focused on a specific topic and, if possible, deliver your messages in videos that last less than three minutes.
  • Leverage software to automate meta-tagging: When capturing longer live events for on-demand replay, it is critically important to create descriptive tags that can be used by search engines to identify relevant content passages. The goal is to make it possible for viewers to jump directly to the snippet of video most important to them. Look for software systems that automate the process of pulling information from the event (logging titles of PowerPoint slides, for instance). More automation of the tagging process makes for better searches and improves access to relevant video.
  • Capture multiple video sources: Single camera headshots are dull to watch for extended periods. Where possible, integrate multiple camera feeds into the on-screen presentation. Switching video between different camera shots relieves viewer fatigue and encourages more people to continue watching for extended periods.
  • Customize portals where possible: Highlight videos most likely to be of interest to specific employee groups. Users can be identified using information stored in corporate directories. Using this information, content management systems can create custom content portals in real-time that serve up content most likely to match the needs and tastes of would-be viewers.
  • Get the word out: Employees can’t make time to watch video that they don’t know about. Look for platforms that simplify the process of promoting available videos through integrated social media feeds or automatic e-mail notification features. The easier it is to tell the world about your content, the more likely you are to draw an audience that will hear the messages that your executives are trying to convey.

Steve Vonder Haar is a senior analyst with Wainhouse Research and can be reached at svonder@wainhouse.com


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