Video is booming. From 2018 on, more than 79 percent of all traffic is video. No wonder organisations are looking for ways to integrate video into their content and marketing strategy. Nowadays, marketing needs to work with video. However, what platform are you going to use for your video content?
When talking about video platforms, three of them are often compared: YouTube, Vimeo and Facebook. All three should be part of your social media strategy, as they can increase your brand awareness. However, because of the large quantity of videos, your video tends to get lost. Also, viewers get easily distracted by other videos and ads from your competition.
At a certain point, your video inventory starts growing and you might want to do more than simply engage viewers. Other objectives for video could be conversion or customer service. However, you need a different online video platform to meet these objectives. That is why, next to social media, you need to invest in an Online Video Platform (OVP).
In this blog I will explain what an OVP is, what it does and what you should pay attention to when looking for the right OVP for you. It also depends on your personal objective, but these five points should help you on your way to the right choice.
OVP: WHAT DOES IT DO
OVP is short for Online Video Platform. It offers one complete system where you can manage, publish and analyse your videos. Most Online Video Platforms appeared around 2006. Around this time, video was still up and coming. Traditional media got the video wagon much sooner. Since there were no online video platforms, they had to create their own. So, they created systems to manage and encode videos, generate traffic, add video advertising and much more.
Currently, there are multiple Online Video Platforms to choose from. If you are not sure what to look for in an OVP, it is very easy to get lost in the technology jungle. That is why it is important to be aware of these next five features.
It might not be the most “sexy” subject, but it is one of the most important ones. Most OVPs offer their own analytics module. Google Analytics shows the video completion rate, but it does not show you where viewers drop off.
The drop-off percentage is an interesting statistic. For example, 10% of your viewers watch the video to the very end. You notice most viewers drop off at 20 seconds. This can be a sign that you need to change your introduction. These kinds of metrics allow you to keep optimising, so you can reach higher conversion rates.
Some OVPs have the option to integrate with other analytics systems.
Of course, you can export these numbers from your own OVP, but it works better to also get these numbers from authorities on analytics, such as Comscore and Google Analytics. Some marketers get an even bigger advantage: the systems you were already using for analytics, can easily be paired with the new tools.
Next to the standard options, some OVPs allow you to export custom reports. This way, you can get data that is relevant to you and your CRM-system. Data is never relevant for the system itself, but for the users of the system, So, this way you can get data within our system, but it can also be connected with an external CRM-system.
Interactive video increases viewer engagement and the conversion rate. There are multiple OVPs to choose from, but the level of interactivity they offer differs per platform. Some offer the basic option of adding a link to a video, while other platforms allow you to create entire branched videos.
Before considering interactive video, you need to take into account whether people will watch it on mobile devices. Not all platforms offer interactivity suitable for mobile devices, which can cause problems.
If you use interactive video to answer frequently asked questions, you want people to be able to watch it anywhere and anytime. So, mobile functionality for all devices is desirable, even iPhone. Some platforms don't support interactivity for iOS. If your target audience is quite young, you want your interactive video to function on every device. Consider what the objective for your video is and where you want to reach your viewers. Now and in the future.
A customisable player allows you to decide what happens once the video ends. For example, what related items are shown in the endscreen. This way, you guide the viewer through the customer video journey. Grab the attention, guide it in the right direction and increase the conversion rate.
Customising your video player allows you to create a video player that completely fits your corporate identity. You can add your own logo and specific colors to create the look and feel you want. Not all OVPs offer this as a standard feature. So, put it on your list of pros and cons when deciding on an OVP.
The dashboard is an interface in which you manage your videos. In the dashboard you set your video distribution strategy and it gives you insight with extensive analytics. Each OVP has a dashboard, but they all differ in terms of functionality and user-friendliness. Take into account whether you find the dashboard easy to work with. If not, check if there is a support team and how accessible this support system is.
Also something to keep in mind: it pays to choose an OVP that automatically uploads and encodes your videos. This will save you loads of time in the long run.
The dashboard is the place where you will be adding metadata to your videos. First of all, this is very important for your video SEO. By adding the right title, metadescription and tags, you can increase your chances of becoming number one in the Google ranking. Second of all, metadata will help you keep your content structured. Metadata will make it easier to navigate in the platform, which helps multiple users who work together in the same publication. Think of a logical tag structure.
Pick an OVP that has a user friendly dashboard that fits your needs.
Last, but not least: the storage and distribution of your video content. This is something you want to be the least of your worries.
Most OVPs include the hosting of video content. Hosting means your video is locally stored and will be available across multiple servers and directories, also known as the Content Delivery Network (CDN). Thanks to the CDN you don't have to worry about your videos going offline or taking up too much storage space.
A CDN is even more important once you want to go international with your video content. Especially a CDN that offers worldwide coverage, as it will make sure people from all across the world will have the same excellent video experience. However, even locally targeted audiences deserve the best user experience.
Choosing the OVP that is right for you and fits your every need, depends on a lot of factors and of your objectives for video. We are curious to find out what your objective is. Reach out to us and we will help you with your objective and getting the most out of your video.
We questioned 300 marketeers about their view on online video. What video formats are most popular? What is the main objective for using video? What do they see in the future of video? Download a free copy of the whitepaper.