FIVE WAYS TO ENHANCE
ONLINE VIDEO DISTRIBUTION
AND EXPAND THE SCOPE OF
YOUR WEB-BASED OFFERINGS
As online video takes its
first steps beyond the Age
of YouTube, many organizations
integrating video into their corporate
Websites. Others are creating complete
portals of video content. Still others are
looking for ways to weave video into email,
social media destinations, and
other messaging venues.
More windows for video distribution
create more reasons for organizations to
pay for shooting video. But, at the same
time, it also raises the bar for videographers
looking to build their business. No
longer is it suitable to splice together
some shots, burn them to a DVD, and
call it a day.
Rather, video professionals who learn
how to package and present video for online delivery will
have a greater array of
services they can offer
to prospective clients.
dozens of technology
providers offer costeffective,
that make it possible
for small, emerging
video producers to package
their content in money-making
Freelance corporate videographers
can use the technology to weave
product shots and descriptions into their
clients’ Websites. Wedding videographers,
likewise, can use online technologies
that make it possible to
create custom portals of
wedding video clips that
couples can share with
friends and family (for an
added fee, of course).
Here are five leading
technical features that can
enhance online video distribution.
LOOK FOR TEMPLATE
As usage of online video by
organizations expands, video providers
will want to offer a customized onscreen
look and feel for key clients. To
do so, you will need technology platforms
that allow for tailored integration
of company logos and color schemes.
PLAY NICELY WITH OTHERS.
Get a sense of how well a video technology
platform integrates with other online
software applications. A video system
that can exchange program data with
social media services and other software
platforms makes it easier for clients to
weave video into a range of
online destinations. Also make
sure that the platform simplifies
the process of generating
links that can be embedded in a
wide range of online sites.
BE READY TO GO MOBILE.
Make sure you have a platform that can convert video
content into multiple video formats, particularly those
used by the growing array of mobile devices that can
play video content. A technology platform that can
quickly transcode video content into relevant formats
suitable for mobile distribution serves to expand the
reach (and potential applications) of the video produced
HAVE A CONTENT MANAGEMENT
STRATEGY IN PLACE.
As the volume of video production increases, your
library of available video content is likely to grow in
step. Ask questions about the software that technology
platforms use to categorize and keep track of online
BE AWARE OF SEARCH-ENGINE
It is critically important for technology platforms to
simplify the process of creating “meta-tag” information
that can be used to describe the topics covered by a specific
piece of video content. This data must be packaged
by technology platforms in a way that makes it easy for
information to be submitted to search engines, helping
organizations that want to garner greater viewership
through prominence on relevant search engine results.
MEASURE, MEASURE, MEASURE.
Determine the tools a video technology platform has for
measuring the viewership of specific online video clips.
The more sophisticated tools for analyzing viewership
patterns will not only track how many people watch a
video, but how long they watch and link viewership data
with other previously collected profile data. The measurement
represents the single best way to demonstrate
the impact of online video, potentially encouraging
clients to use the technology more extensively.
Steven Vonder Haar is Research Director of
Interactive Media Strategies and can be reached at