The use of video in the enterprise continues to grow due to the rise of millennials in the workforce and also because of the usability of video. From one-on-one employee onboarding and training to large all-hands meetings, enterprises are now relying on video to bring people together, to strengthen connections, and to build productive teams.
Global market research and consulting firm MarketsandMarkets™ predicts in a new research report that the Enterprise Video Market will grow from an estimated USD 16.34 Billion in 2017 to USD 40.84 Billion by 2022. The report cites the rising demand for video as a tool for enhancing collaboration and communication as well as the increased adoption of cloud technology as the primary drivers for the video industry’s growth. This uptick in enterprise video adoption means that businesses now (more than ever before) appreciate the value of facilitating human connections, regardless of time or distance. In order to truly empower teams with video, though, it is crucial for enterprises to choose the right video platform that supplements their workflows.
In this article, Caren Cioffi, Executive Vice President and General Manager of Digital Marketing and Enterprise Business at Brightcove, a Boston-based online video company, shares insights on the importance of video in the enterprise and explains what exactly makes for a reliable enterprise video platform. Cioffi also sheds some light on the Brightcove Enterprise Video Suite, the company’s enterprise-class platform built with marketers and enterprise businesses in mind.
Why Use Video
Technology has ushered in a new age of employee productivity and innovation. With various advances in communication technologies, video is no longer a luxury in business communications; instead, it has evolved as an integral part of running a business. “Whether live streaming town halls, training sales teams, onboarding new employees, or providing customer support; video enables businesses to remove barriers and helps teams to connect effectively,” Cioffi said. In addition to reducing travel time and associated expenses, Cioffi believes that what makes video a highly appealing channel for today’s companies is the solution’s ability to unite organizations in ways that were never before possible.
“With video, it is no longer about getting everyone to attend a single meeting at a single time,” Cioffi noted. “Today, you can easily get the right content, to the right employee, at the right time. And video is powerful in uniting organizations - providing transparency, and getting everyone aligned with the company vision and values.”
Cioffi also added that businesses should not think twice in using video as part of their communications solution because their audiences--both internally with employees and externally with customers and prospects--are already using video as their preferred method of communication and content consumption. In fact, according to the Cisco Visual Networking Index, video accounted for 73% of traffic in 2016 and will make up 82% of all internet traffic in 2021.
“Simply put, video is the most effective form of digital communication the world has ever known,” shared Cioffi. “Video engages us on a deeper level than any other form of digital communication, quickly conveying more information than any other medium and tapping into what we feel— an emotional shortcut through the brain.”
What Makes for a Reliable Video Platform
According to Cioffi, there are several “mission critical” factors an organization needs to consider when selecting an enterprise video solution. These include security features, analytics, network impact, and user experience.
Security - Rigorous security features should be a top priority for companies looking for a reliable enterprise video platform. The platform must incorporate IP restriction, URL tokenization, and single sign-on (SSO) to ensure videos get to the right people while keeping enterprise video content secure.
Network impact - Enterprise video platforms also need to deliver the best video experience with the least amount of network impact, said Cioffi. “No matter the size of a live stream audience, or the number of on-demand video views, enterprise network optimization should ensure video is delivered securely and consistently, with minimum strain to the organization’s network,” he said.
Analytics - Looking beyond the security and network impact, Cioffi advised that businesses should also look for solutions with robust analytics that deliver valuable insights by collecting user-level video engagement data. These insights allow organizations to know exactly who’s viewing, which videos they watched, how long they watched, the total number of views, and who responded to the calls to action.
User experience - The user experience is also another requirement for a video platform. Companies should survey and analyze how easy it is to watch a video, the flawless delivery of the video, and the overall discoverability.
“The optimal enterprise video solution will provide all the features and functionality that an organization needs to deploy video in any department, and for any use case - effectively eliminating silos, cutting costs, and streamlining processes,” said Cioffi.
Harness the Power of Video with Brightcove Enterprise Video Suite
When it comes leveraging the power of video in the enterprise, Brightcove, one of the leading global providers of cloud-based video platforms, is a company that organizations can rely on. A pioneering force in the world of online video since its founding in 2004, Brightcove helps teams take video to the next level. Brightcove Enterprise Video Suite, the company’s enterprise video suite offering, is designed to help organizations deliver the benefits of online video to internal audiences.
“Using the platform, organizations can create immersive video experiences designed to perform, with beautifully designed video layouts and templates that are responsive across all viewing device types (desktop, mobile, tablet),” explained Cioffi. “The Brightcove platform enables organizations to quickly launch and manage an endless number of video portals for a variety of use cases. It is a complete solution that helps organizations securely distribute and customize their video experience and leverage the power of video to more effectively communicate with and educate their employees, members, partners, franchisees, and customers.”
Brightcove is used by a number of enterprises across all industries, departments, and video experience levels. Glen Schwartz, Director of Global Corporate Communications at Dunkin’ Brands, shared their company experience with Brightcove: as a global company, video is an incredibly important tool for our brand to communicate to our franchisees and corporate employees around the world. Video-on-demand and live streaming help us bridge the gap between corporate headquarters and remote employees, and help keep employees current with what’s happening in the company. It’s an essential tool in communicating internally and with our franchisees.
For those who are still getting started with a video in their enterprise, here are some ways the Brightcove Enterprise Video Suite help businesses:
Connect with employees - Live stream internal meetings or onboard employees effectively, whether down the hall or across the globe.
Communicate securely - Video content is protected through various protection methods that include encrypted delivery, to HLSe, and DRM.
Understand engagement rates - The video suite offers users the ability to leverage viewer data and analytics to understand video engagement rates.
“The Brightcove Enterprise Video Suite brings together the video technology organizations need to create deeper engagement across all parts of their business in one incredibly powerful and secure platform,” shared Cioffi.
The Enterprise Video Suite is offered in two packages: Starter ($499/month) and Company.
For more information, please visit Brightcove’s website
Established in 2004, Brightcove provides powerful cloud solutions that revolutionize how enterprises deliver video experiences. Brightcove’s video platform reduces the cost and complexity associated with publishing and distributing video, as well as engaging employees and customers via video. Headquartered in Boston, Brightcove serves thousands of customers in over 70 countries. The company has offices worldwide, including San Francisco, Tokyo, London, and Sydney.
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