13 Oct 5 Reasons To Use A Dedicated Video Platform
At Hostworks, we strive to ensure our customers stay connected. In an ever-increasing environment of connectivity we need to ensure consistent and quality engagement is available 24/7. When it comes to video, statistics show that a simple action like putting video on a landing page will increase conversion by 80%, which highlights the importance of good video content and its delivery. Our Head of Business Development for The Foundry, Nick Toulson, provides five reasons why – if you want to ensure a great viewing experience – it’s not always a good idea to host videos on your own servers or use a public platform, and why a dedicated video platform may be the answer.
YouTube has its advantages, but not always
There are many ways to ensure your video content gets out there. The first to come to mind is probably YouTube, or perhaps Vimeo. Both are public platforms and are ideal for driving reach or scale, but you also need to be aware of their limitations.
While online video platforms can be great marketing tools, it means that your video content is subject to public reception, which may not always go in your favour. A nasty comment for example, can be disruptive to handle. And while you can disable comments on your YouTube content, the point of using such a platform is to gain public momentum, such as the case of a video going viral.
In many instances, especially across B2B organisations, video is not always a successful channel of engagement. The reason for this is often because content is only needed for promotional purposes, education and training, or simply to give employees, customers and prospects more information about products and services. As an outcome video often focuses on message rather than delivery or quality, resulting in poor viewership and a wasted message!
The question then becomes one of hosting it yourself or going with a professional hosting service, and here’s why the latter is almost always better.
1. A local provider can offer local support
According to a study by the EMC Global Data Protection Index, poor application performance, delays and downtime cost Australian enterprises over $72 billion in 2014 alone. Viewers today demand an uninterrupted video experience, and if you’re having problems with your video content, the last thing you want is for help to be several time zones away.
A locally-based hosting service is most likely able to offer you real-time availability and support on any issues. A face-to-face relationship also means the added assurance of knowing that you’re being looked after.
2. Local = lower latency
For most websites or applications, latency is most greatly influenced by the geographic distance between servers and users, and their networking quality. Keep in mind that regardless of where your servers are being hosted, there will always be some degree of latency as data is transferred between networks.
Hosting your videos with a locally-based service can help minimise the delay between loading times and playbacks, which greatly contributes to a better viewing experience. In the case of a live feed, lower latency levels mean your viewers will be able to watch videos in as “live” a state as they possibly can be.
3. Retaining commercial control of your content
Ad blockers have cost many brands and publishers huge losses in ad revenue. While there are many benefit to using platforms like YouTube, it also means you can’t showcase any ads to viewers using a blocker, or control what ads are served in accompaniment to your YouTube-hosted video.
Ad splicing might be the remedy to ad-blocking, and Hostworks goes a step further with the Manifester product – a flexible ad insertion tool that allows you to set rules and include ads from local inventory or from a third party ad server. This means you’re able to bypass ad blockers and target your viewers with the right ads for their needs, and retain commercial control over your brand equity and brand perception.
4. Outsource the technical know-how
Although the technology behind creating videos is fundamentally simple, there are lots of technical skills that go into the final product (such as licensing, working with multiple content delivery networks to manage spiking, encryption, CDN security etc.), which can make things hard if you go it alone.
Leaving the technical know-how to the professionals can offer peace-of-mind, allowing you to focus on the story you want to tell in the video. Also, a professional hosting service can offer detailed analytical insights into who shares your video, where it’s being watched and for how long – this is information critical to helping you optimise your video strategy.
5. Customising your video delivery
We understand that no two video strategies are ever completely the same. You may want to use a white label approach for example, embed your video into multiple platforms, cut and repurpose snippets of past videos into bite-sized pieces or sponsor your video with advertising.
Intricate video customisation also means that your hosting and delivery needs to be customised so that your audience receives the best possible viewing experience on the devices they use to consume your content. This is where going professional may be a better idea than hosting a video on your own servers.
Whatever the objectives, at Hostworks, our 15+ years of experience providing quality hosting is built around understanding our customer’s individual needs. We specialise in providing a consultative voice and offering a tailored solution to meet customer needs, from the production stage to distribution and beyond.
To find out more about how you can provide a seamless video viewing experience to your audience, contact our team today.