Enterprise video volumes are steadily growing, and the trend will continue in 2022. During the pandemic, companies used video to engage their workforce, train employees remotely, and connect with customers in a low-touch world. Research suggests that more than half of companies (52%) were able to improve remote workforce engagement, thanks to strong video capabilities.
In the next few months, video use will take on a new dimension as organizations adopt a hybrid model and the video-native generation Z rapidly enters the global workforce. In this context, you need a robust video management platform that can accommodate your unique needs while delivering a seamless and engaging UX to the audience. Yet, when we think of video, most users automatically consider YouTube, a platform that isn’t meant for enterprise deployment or internal use. In 2022, enterprises must explore a smarter alternative that’s in sync with their security, productivity, integration, and ownership needs – without compromise.
YouTube vs Enterprise-Grade Video Platforms: What’s the Difference?
YouTube is a B2C video consumption platform that’s responsible for hosting and delivering massive content volumes every day. From home improvement guides to music videos, from personal vlogs to news, YouTube has it all. This is precisely what makes it unsuitable for enterprise use cases. Users come to YouTube without any specific content requirement in mind, and can surf through channels to find videos that capture their attention. Enterprises, on the other hand, need videos for very specific purposes such as internal training, workplace announcements, webinars, and long-term employee development.
The difference between YouTube and an enterprise-grade video platform is that the latter provides you with infinitely greater control. As an enterprise video owner, you will be able to control ownership rights, enforce security, measure exact engagement metrics, and much more when you switch from YouTube to a purpose-built video management platform.
5 Reasons to Look Beyond YouTube for Enterprise Video
Broadly, there are five ways you can benefit from switching from YouTube to a purpose-built video management platform.
- Provide enterprise users with bespoke video experiences
An enterprise platform allows you to deliver bespoke video experiences that engage the audience exactly in the manner you would like. The platform enables one to take the control back in terms of visual aesthetic, logo, and color scheme, which is not possible with YouTube. You can embed the content with clickable calls to action, annotations, and surveys to make videos more informative. You can even segment longer training videos and explainers through chapter highlights so that the information is easy to find and navigate.
Video experiences on YouTube are also marked with automated recommendations that point users to other videos they might be interested in. An enterprise platform, in contrast, will recommend videos as per a person’s job role, learning needs, etc., to deliver relevant and useful (and not only interesting) content. And, the platform will never recommend a competitor’s video, which is often the case on YouTube.
- Enhanced Enterprise Security controls
Since YouTube is a public B2C platform, its security capabilities are limited. An enterprise-grade platform will enable role-based access control that works in conjunction with your active directory or any other existing identity and access management (IAM) system. You can even set the visibility of different content channels as per different employee groups so that only those who need to watch the video can access it. There would be no user limit for private content sharing, unlike YouTube, where every video that isn’t public can be shared with only 50 people.
- An enterprise-grade video platform can unlock new productivity gains
When implemented correctly, a video platform can help you improve employee productivity, aid in upskilling, and unlock new efficiencies.
An enterprise platform includes purpose-built productivity features to help your workforce such as AI-based advanced search, automated multilingual video transcriptions, and collaborative video creation. You can enable employees to find the precise information they need to complete tasks, no matter where it is embedded inside a video, and not only titles or descriptions. Multilingual transcriptions in local languages help engage and boost productivity for every employee, unlike YouTube, which only supports the major national languages.
- Retain the IP and monetizations rights of the content
This is among the top reasons why you need an enterprise-grade video platform. According to YouTube’s terms and conditions, it can “use, reproduce, distribute and prepare derivative works” whenever you upload content on the platform. Recently, it has even started to monetize videos without prior declaration to content creators, which can infringe on proprietary content rights in an organization. An enterprise platform will ensure that your videos are used for the right purpose and reach only the intended audience. You will also retain full and permanent ownership of all the materials you create.
- Build end-to-end videofication journey
Ultimately, the biggest drawback of YouTube is that it cannot support you on your unique videofication journey and help you tightly integrate video streams with other enterprise systems. This is a content format with enormous potential, but you need holistic adoption with detailed business intelligence insights to optimize and drive video consumption, as well as interconnectivity with the LMS and other systems. An enterprise platform ensures that employees not only have passive access to a video repository but can also participate in an organization-wide culture of learning and engagement using this medium.
Selecting the Best Enterprise Video Platform for Your Company in 2022
YouTube has its own place in the consumer space, however it has severe limitations in the enterprise landscape. At kPoint, we work with leading global and Indian companies to streamline their videofication journey. Our powerful cloud-based platform, combined with expert professional services, delivers customized video solutions for your unique needs. Enterprise video isn’t a “one size fits all” idea – that’s why you need to go beyond off-the-shelf B2C platforms to unlock all its opportunities.
To know more, contact us.