In previous posts, we've looked at why organisations would use an online video platform (OVP) alongside YouTube, Vimeo and Facebook.
Picking up this theme, we spoke to OVP expert Jeremy Stinton. He's the Chief Operating Officer of Buto TV, an enterprise video platform with an impressive set of clients including international law firm Eversheds and beloved publisher DC Thomson.
Jeremy Stinton - @JeremyStinton / @ButoVideo
His considerable experience in video production and marketing consultancy has made him a thought leader in the strategic deployment of online video. We caught up with him to get his view on organisations looking to use an OVP.
What are the benefits of using an OVP alongside or instead of YouTube, Vimeo and other popular video players?
Most enterprise clients will use an OVP like Buto alongside YouTube. YouTube is great for people finding your content through search, but YouTube’s goal is to keep you watching content until you click on an ad. This is at odds with what most brands want. YouTube doesn’t care if people watch one of your videos then move onto something else once it’s finished. So unless you’re someone like BMW or Red Bull and produce enough content people want to watch endlessly, if you leave your audience watching on YouTube sooner or later they’ll be watching fluffy cats, or worse, clicking onto your competitor’s content.
Therefore, the best place for audiences to watch content is on your brand’s media property, i.e. Your website, where you have total control of what your audience engages with next. This is where an OVP comes in. It gives you full control over your content, including branding of the player. If you embed the YouTube player on your website you always run the risk of people clicking the ‘watch on YouTube’ icon and, after working really hard to get them to your website, they’re back on YouTube with fluffy cats.
Does an OVP require a lot of time and training to use effectively?
No. The best OVP’s should be super easy for non-technical users to do at least the basics of uploading a video and embedding it on a webpage.
With SEO, popular search engines prioritise results from their own video platforms, like Google and YouTube, and Facebook is the biggest social media platform on earth. If organisations use an OVP, does that mean their content will be harder for people to find?
To some degree, yes, but Google has again now allowed videos from other platforms to appear in blended search results. However, coming back to the notion that your audience should be engaging with video on your website, your brand’s web page containing the video should be the thing that appears in the Google search response.
Cost and return are a major concern for decision-makers when it comes to investing in an OVP, particularly when YouTube and Facebook are free to use. In what ways does an OVP provide value to organisations?
For low volume users then low-cost OVP solutions like Vimeo Pro are spot on.
Facebook, like YouTube, should not be used as an either/or to an OVP. Facebook is absolutely the right place to engage some audiences, especially in a B2C context.
Over and above the benefits I mentioned earlier, an enterprise-grade OVP works for corporate users because it keeps all video content in one place so that organisations can avoid confusing ‘where’s that video?’ moments.
Furthermore, a platform like Buto allows enterprises to secure sensitive internal video content with a host of measures such as IP address restriction and electronic token security.
Finally, what questions do people need to ask themselves when deciding whether to use an OVP?