Things to Consider When Selecting a Video Content Management System
By next year, video will represent 82% of all Internet traffic. Cisco made this assessment in its Visual Networking Index (VNI) released in 2018.
What they didn’t plan – along with everyone else – was a global pandemic that sent employees and consumers home for months on lockdown, relying on everything digital: tools videoconferencing for communicate with colleagues and digital channels like videos for content consumption.
All of this underscores the need for organizations to have a good understanding of the video technologies they use for customer and employee experiences. The first big lesson? There are many categories of technologies that support video production and management. Some support certain organizational functions. Others support different use cases. Understanding your use case and video strategy is critical to selecting and managing video technologies – and avoiding duplication, said report author Nick Barber of Forrester says CMSwire.
Forrester in his October 2020 Tech Tide: Video Technologies for Customer and Employee Experience, Q4 2020 reported on 19 of these categories of video technologies and cautioned companies that they exist in a wide range of audiences and use cases. Until the categories converge, companies should carefully consider where they are distributing video technology resources.
In this article, we will focus on video content management systems or an online video platform. It can support marketing use cases, but is definitely not limited to that use case.
What is a video content management system?
These platforms focus on the distribution of video content online and in mobile scenarios and “support the creative process around video production, provide centralized storage and organization of this video content, and manage delivery to customers. and prospects, ”according to Forrester.
Marketers often use free video production resources like YouTube or use social media platforms to distribute, manage, and post videos. And no one is saying to stop it. However, Forrester reports that video content management systems, or a video CMS, are more secure, have better features, more analytics features, and important features like integrations in marketing automation. For marketers, these are easy wins over free video tools.
“They’re going to want a video CMS that’s sized for their needs, but also able to grow as they get more advanced,” said Barber.
According to HubSpot, a video content management system is a software application that helps organizations store, organize, manage and present video content online. Marketers can create a complex and evolving video ecosystem without any programming knowledge, according to HubSpot, and video CMSs are used for videos aimed at the public, like ads and tutorials, and / or private videos, like the training and internal messaging.
Examples of providers include: Adobe, Brightcove, Kaltura, Knowledgevision, Vidyard, Panopto, Zype, and Wistia.
Associated article: Top 15 Enterprise Video Content Management Systems
Main characteristics, capacities to be taken into account
A marketer shared with us her main features that she expects from a video CMS. Janet Patterson, Vice President of Marketing Communications for Motorway title loans, lists the following features:
- Customizable video player
- Live video streaming
- Digital content management
- Security and compliance
- Artificial intelligence (AI)
- In-Video Interactivity
- Video montage
- Media analysis
- Integration with IT applications and infrastructure
When discussing enterprise video capabilities – and this goes beyond the simple marketing use case – Aragon Research in its Aragon Research Globe for Enterprise Video, 2019 companies found should research the ability to:
- Capture, tag and edit video recording
- Store video content and display it in different modes for users
- Stream video content to multiple devices (includes transcoding)
- Provide video content delivery to global locations (through content delivery network capabilities)
- Search for content
- Broadcast a live broadcast to a large number of users
- Save the live broadcast for later use
- Connect to existing videoconferencing systems for capture or for broadcast federation
- Analyze what happens in a video, live or after the fact
- Recognize people and images in a video or picture
- Recognize the feeling of people speaking in a video
“The streaming capabilities of most corporate video providers have improved dramatically,” wrote Jim Lundy, CEO of Aragon Research. “Some vendors are focusing heavily on infrastructure and providing a content delivery network (CDN) to handle the scalability and optimization of the WAN. Many vendors offer cloud-based offerings in a SaaS model. Pricing models also differ significantly from vendor to vendor, adding to buyers’ confusion when trying to source. [Video Content Management] some products.”
Associated article: How AI is tackling the top video management challenges of marketers
Know what types of video you want to stream
What in particular should marketers look for in a video content management system? Make sure it supports the types of videos the organization wants to stream, Forrester’s Barber said. Will sales teams use it to record videos that they send to prospects? Will marketing teams use it for live streaming or just video-on-demand content? What about personalized videos that can reach hundreds of thousands?
“Think about a video bill explainer or integrating your new insurance policy,” Barber said. “It’s important to define the ‘flavors’ of the videos you want to stream and then select a platform that supports them.”
Perform an internal content audit
This initial step – an internal content audit – can tell you, Barber said, what content you live in where, and it will help you answer key questions in the buying process: How much storage will you need? How many users need to access the platform? How many videos do you create on a daily or weekly basis? Will you be using the platform to host b-roll clips or just finalized videos?
Discover the integration capabilities
Integrations are one of the biggest demands when Barber is talking to those on the hunt or trying to improve their video tech stack. “It’s important that the video CMS,” he said, “fits into an organization’s ecosystem rather than creating another silo. You might want to integrate the video CMS into your marketing automation platform so that you can capture leads from your video content, for example. Will you need integration into a workflow tool that allows you to review and approve the content of your designs before it goes live? “
Collision course with DAM?
Lundy in Aragon’s research noted a potential overlap between video content management and digital asset management (DAM) tools, which manage digital assets. “In some cases,” Lundy reported in his Aragon research, “the scalability of handling large volumes of video can be matched by DAM vendors, so it’s more about the use case and specific features. . “
Barber told CMSWire that he sees stronger support for video capabilities in the DAM and Web CMS spaces. “Especially since DAM has gone further upstream in the creation process,” said Barber, “the workflow capabilities are particularly interesting from a video perspective.”