Choosing a Video Platform: What solutions are on the market?
It is common when recognizing the value of the video as a business tool, a company may know what the streaming is and why they may need it, but do not understand the differences between the various providers of online video.
- Platforms to solve specific business needs.
For example for webcasting, e-learning or creating specialized thematic portals.
This is the case of those suppliers in the streaming marketing that have been focused on optimizing their products for very specific needs and as a result there are now numerous vertical video solutions, usually for a fee. We find in these suppliers vertical solutions to solve very specific cases as Vind, MindBites, On24 solutions; for specific video content as Videolean platforms.
- Professional multipurpose online video platforms
These multipurpose platforms have the ability to focus on various aspects and its aim is to encompass a more comprehensive range so they are able to even develop specific solutions on demand, most are Saas solutions. This category includes such Flumotion, Kaltura and Brightcove.
- Free platforms to share videos (Video Sharing Websites).
Are the well known websites such as: YouTube, Vimeo or Livestream where every user has the opportunity to participate with their own content for free.
Professional online video platforms and free video sharing platforms
The free platforms have created, in fact, real social networks dedicated to video, these have achieved the democratization of social streaming through the Internet layer. Its aim is to attract success content creators and achieve a sufficient mass of audience so sustain its advertising business.
These networks have also become a showcase for brands through their profiles and channels due to the large volumes of audience they have. They are an effective way of branding because its strength is having built a community around its platform.
Therefore, these free platforms are both: streaming platforms but above all social networks.
They offer a streaming service, but of course, limited to a basic package of features. Often this is enough to get started with video marketing, but when we develop a strategy of video marketing, professional streaming providers will help us maximize the return on our investment in video production.
The difference between a professional video platform and video sharing networks lies mainly in that the video platforms are not a social network and provide more advanced features.
In fact, these companies can provide us with technology so that we can even create a broadcast channel itself, a corporate YouTube as a private channel. This is an offer that beats a free video platform regarding:
- The range of features for both live and video on demand (VOD) and the specialization of some in webcasting.
- The flexibility to adapt the platform to our business goals through solutions.
integration with other existing tools such as SharePoint, Marketo, WordPress or Hubspot.
- Tools for customization and branding of the player and the user experience.
- Analytical integration with external systems CRM.
- Personalized support.
In future articles in this series dedicated to online video platforms we will try to assess the use of video sharing platforms and professional platforms. This discussion will focus on the key aspects that a company can be brought before the question “Why do I need the video online?”