By Steve Vonder Haar
It happens to the best of us. Bookshelves get cluttered. Closets get over-run.
So imagine the plight of corporate IT administrators who try their best to keep their libraries of business video content nice and tidy. It seems so easy at first. Get a nice new hard drive, store the CEO videos in one folder, the training videos go into another folder and the marketing video clips are set aside in yet another folder.
It’s a nice little home-made filing system that can get trashed in a matter of months. The trouble with corporate video is its viral nature of adoption. Executives who see video presentations at work invariably figure out ways to use video to get their own messages out. Bam. Overnight, you got yourself some serious digital sprawl.
Indeed, 40% of companies that deploy online video today are capturing monthly more than 25 hours of video content for later replay, according to a 2011 survey of more than 1,000 executives conducted by Interactive Media Strategies. Over the course of a year, that means four of 10 organizations are trying to keep tabs on piles of at least 300 hours’ worth of video.
As libraries of video swell, the software applications needed to maximize the value of these video libraries grows, in step. Once upon a time, content tracking was pretty simple. Keep tabs on how many people watch a video and, maybe, collect some registration information. Not much more was needed.
But as more and more video comes into day-to-day business, the demands on content management solutions continue to grow. Sophisticated users today can look for solutions that simplify the integration of social media to promote video content, keep more detailed records on viewership patterns and even track how viewership impacts corporate sales performance. Along the way, other companies invariably will look to management solutions to handle mobile distribution of video, assign content to thematic portals automatically and/or make it possible for employees to upload their own videos for distribution on the corporate network.
Essentially, as video sprawls, content management solutions have to become a “Swiss Army Knife” capable of handling a wide array of applications for online video.
And it’s important to keep in mind that the business video market is not slowing down. Adoption of video is accelerating in the enterprise. Experience tells us that this continuing sprawl of video will lead to the development of even more features that maximize the value of video used in business communications.
So how does one prepare for their own business video tsunami? Well, the best idea is to simply keep your options open. That means investing in video creation solutions that can be integrated into a wide range of content management software solutions. This is the equivalent of insuring against the changes likely to emerge in today’s on-going evolution of business video communications.
If you have the flexibility to change content management solutions, you will have the capability to switch at a moment’s notice to the video content solutions that address your most pressing video deployment issues down the line. Without baking this flexibility into your content creation approach, you may be locking yourself into solutions today that will not be able to address your needs down the line. Choose carefully.
Steve Vonder Haar is Research Director of Interactive Media Strategies and can be reached at svonder@InteractiveMediaStrategies.com.