How the Top Online Video Platforms Are Taking Businesses Beyond YouTube

In this new world, businesses need to consider a new strategy ‘beyond YouTube’ for hosting, publishing, optimizing and tracking the performance of their online video content. It’s no longer about views and shares, it’s about engagement and conversions — and every second counts. Leading Video Platforms Are Easy to Use, and Built for Marketing and Sales As the use of video content spreads from brand to content marketing to product marketing and even into sales departments, it’s critical that a video platform for business is easy to use and is designed with ‘self-service’ in mind. Just as YouTube made it easy for anyone to upload and share a video, so too must a modern OVP. The top video platforms offer integrations into marketing automation platforms, CRM systems, email applications, social media channels, content management systems and more to enable different teams across marketing and sales to easily share content in a way that is natural and integrated with how they work today. In addition to interactive capabilities, leading OVPs are now offering tools to create personalized content journeys, curated playlists, self-guided video tours and even hyper-personalized video content that brings the viewer’s name right into the video itself. Whether it’s more leads, more connections, more revenue or happier customers, OVPs can deliver significant results in a business faster than ever. 0 comments Comments Vidyard Community Login Disqus Facebook Twitter Google 1 Recommend Recommended Discussion Recommended! Attach Log in with or sign up with Disqus or pick a name Disqus is a discussion network Disqus never moderates or censors. It's only used for moderation and optional notifications.

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In 2005, Chad Hurley, Steve Chen and Jawed Karim opened the doors to YouTube inviting content creators around the world to share their videos with a global audience. It was a simple idea but one that would change the world of digital media — and brand marketing — in a very significant way. Consumer behaviors soon shifted with a massive rise in video content consumption, and we now see more than 20 billion videos devoured every day across YouTube, Facebook and SnapChat alone. While YouTube’s success was partly fueled by the quality and diversity of the video content itself, there are some key attributes to the YouTube platform that have made it so appealing to content creators, marketers and consumers alike:

  • First, YouTube is very easy to use, making it simple for any
    content publisher or marketer to publish their video content, no
    I.T. department required.
  • Second, it enables personalized and interactive experiences
    that capture and retain audience attention. Suggested content,
    annotations and playlists keep you on a curated content path that
    is unique to your interests and strangely addictive.
  • Third, it’s powered by back-end analytics that enable
    continuous optimization of content preferences and recommendations,
    all geared towards keeping audiences immersed in content for as
    long as possible.
  • And finally, it offers content for just about anything you
    could be looking for, and it makes it easy for you to discover that
    content at just the right time.

Fast forward to 2016 when businesses are investing in video to fuel engagement with prospects and customers. From brand videos to explainers, customer testimonials to onboarding, video has become an integrated part of how we connect with modern buyers. In this new world, businesses need to consider a new strategy ‘beyond YouTube’ for hosting, publishing, optimizing and tracking the performance of their online video content.
It’s no longer about views and shares, it’s about engagement and conversions — and every second counts.
Modern video platforms are rising to the occasion, building from what worked for YouTube as a consumer platform and tailoring to the needs of a modern business. A new research report from Forrester Research analyzed the state of the market for Online Video Platforms (OVPs) for Sales and Marketing, offering new insights into how business requirements are changing and what the new breed of OVPs are offering to help businesses be wildly successful with video. What’s interesting — but maybe not all that surprising — is that many of the fundamentals are the same as what made YouTube successful, but designed in a very different way to help power the video-enabled business.

Leading Video Platforms Are Easy to Use, and Built for
Marketing and Sales


As the use of video content spreads from brand to content marketing to product marketing and even into sales departments, it’s critical that a video platform for business is easy to use and is designed with ‘self-service’ in mind. Modern marketing and sales teams need to be nimble, and need the flexibility to publish new content to their website, social media channels, third party sites, and even their own branded video channels without the need for I.T. support.
Just as YouTube made it easy for anyone to upload and share a video, so too must a modern OVP. But it’s not just about ‘making it easy’, it’s about integrating with the common workflows that your marketing and sales teams use today, and that’s where OVPs really shine over YouTube. The top video platforms offer integrations into marketing automation platforms, CRM systems, email applications, social media channels, content management systems and more to enable different teams across marketing and sales to easily share content in a way that is natural and integrated with how they work today.

OVPs Deliver Personalized, Interactive Videos Experiences Built
for Business


Modern video platforms are enabling businesses to go beyond the traditional ‘lean-back’ viewing experience to engage audiences in a more personal and interactive way. This is key for the future of video as it replaces our dependency on whitepapers, eBooks, infographics and other types of static content geared towards lead generation. While YouTube has done a great job delivering personalized content...

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