Guide to video platforms

Guide to video platforms

Video is an evolving medium that many of us in business and creative are starting to use to reach our audiences. With that, consumers, marketers and content creators are puzzled with a variety of tools available. In my career as a Content Producer, I’ve seen a lot of tools that offer great solutions, yet there are very few platforms that offer the complete product in this category.

Since I’ve worked in-house for a video marketing solution with a very extensive product offering and culture of marketing, I’ve found quantitative values that can be applied to visual storytelling. In this post, I will state few benefits that using a video marketing platform should bring to the table.

Centralise and distribute from one place

Ideally, video marketing platforms will bring all your existing and future video productions into one, central space. From this platform, you can distribute, manage and even do basic editing of your video content. At a bigger scale, consider having more than one repositories for different purposes or divisions. This will help keeping relevant video in it’s rightful space.


Coming up with naming conventions for titles, descriptions and tags will help your users discovering the right video content and use it more effectively. Tags could include specific lingo of your products and solutions you are talking about, formatting and more technical pointers, and version status can be very helpful. It will also be helpful for the front-end audiences, if things are organized and easy to find.

Build an experience

Building brand interactions with video has major exposure and retention impact. If you’re distributing your videos to third party places like social channels, make sure to lean into the latest features and leverage those to increase the engagement or lead your audiences to taking the next steps with less friction.

Presence on all the social channels is great, but we often forget how commercially monetized and interruptive these spaces can be, therefore, video hubs, branded video embeds, and video landing pages on your website will be a change-maker in building a long lasting engagement. 

While it’s still important use social channels for top-of-the-funnel marketing, having video on your website will allow marketers to prove real ROI and results from video. By placing your brand right, building effective narrative and creating interaction points, you can maximize and hold viewers attention.

Measure and convert with video

A holistic overview of real-time metrics across all channels will allow marketers to segment and understand where, when and what works for your audiences.

Mapping an audience journey will help to reduce noise, allowing retention focused and customer centric content creation. Interactive video actions and forms embedded in the video player will ease the next steps for your audiences. Engagement heat-maps and overall metrics will provide an overview of viewers journey to better understand their habits, and even to step up your Account Based Marketing (ABM) strategy. 

Integrate and automate

Just like all of your real-time metrics exist in your video platform, most of the time they can also be integrated into your marketing automation or any other marketing tool. This allows marketers to have more data for nurturing, lead scoring, and automated workflows. It’s estimated that over 50% of all website data now comes from video, which means marketers are missing a large chunk of their valuable data. 

Video will build more human relationships but be thoughtful when batching any marketing communication processes, there’s so much that you can achieve when properly and creatively educating your viewers.  

Worth a mention

Live video and webinars Using video with live events, webinars and the on-demand video content will also generate and drive a great number of relevant contacts, willing to learn more. Easier said than done, doing live video is more time consuming effort to approach.

Basic Trimming and touch-up’s Preferably, choose a solution that will allow you to adjust your video content inside the platform, imagine the time you can save by not involving a producer. This way marketing teams can handle small edits, such as trimming a clip, directly inside of the platform. 

Subtitles, good ol’ subtitles In most cases, subtitles is a must have for video content. They will significantly enrich the viewing experience of your videos, especially for the more informational kinds of video. Some platforms will allow your video subtitles to be used for search engine optimisation. You can use your script (if there is one) or automated transcription tools within your editing software, or video platform, but remember to proof read for inconsistencies and mistakes. 

Video enablement Enabling your internal teams to getting their hands-on with video creation is the future. A platform that will deliver video recording, screen capturing and video editing capabilites to someone who's not a video producer can have a massive impact to how you connect and hold your audiences close to your brand.

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