You don’t have to look very hard to find an article arguing the case against using YouTube to host business content. There are even a few that are in favour of YouTube being used for premium video content. But what about the middle ground?
Different platforms have different goals
We have come across many businesses (some are even customers) that opt to use both YouTube and an enterprise video platform in tandem together. Like all software platforms, different online video platforms are optimized for different goals, and are often best used in a complementary combination. These optimizations can be both technical and commercial. Technical optimization is achieved by differing development priorities, integrations and design trade-offs. Commercial optimization is usually a combination of pricing policy and how value is shared.
While businesses don’t always think about using multiple platforms, more companies than you might think are doing exactly that. If you’re considering such a strategy then read on to find out how to make the two platforms work together successfully.
What’s wrong with just YouTube?
One question we get asked a lot is: why should I not just use YouTube for everything? This is a good question because YouTube can be used for almost everything and, of course, it is free! YouTube is the second highest trafficked site and the second largest search engine after Google. It is therefore the perfect platform for getting public-facing videos in front of a big audience.
Many of our clients do successfully use YouTube. It’s a powerful vehicle for getting leads into the top of the funnel whether you’re delivering online training, or free content to promote subscription services. The days of actually earning a living from advertising revenues on YouTube are well and truly over for all but a tiny fraction of the top content creators and vlogger personalities.
However while YouTube’s power and reach are indeed impressive, it is far from ideal for hosting the vast majority of content businesses produce. Some significant downsides include:
- Content no longer your own. Once you publish your video content on YouTube, you no longer own it. Good content will get pirated.
- Ads, ads, ads. Whether someone watches a video on YouTube or via an embedded players on site, YouTube will show pre-roll ads or other promotional content around your content. These will seek to distract your viewers and draw them away from your business content.
- Corporate policy. Another challenge with YouTube is that you are helpless when faced with changes to their corporate policy towards your content, or, indeed, with the policies of governments towards YouTube itself.
- Poor video analytics – You will learn very little about your visitors’ behaviour and interaction with your content
- No China Playback. For the foreseeable future YouTube is not a channel you can use to promote your video content in China. It is banned, alongside many video platforms.
- Limited branding and customization. YouTube provides very little room for manoeuvre when it comes to branding and customizion. This can negatively impact the perception of your brand and the viewer’s experience.
- Lack of customer support. If you run into an issue with your videos on YouTube, don’t hold your breath for a response from anyone at YouTube. There is no access to an account manager and responsive phone or email support is non-existent.
The above is in conjunction with YouTube’s inability to handle audio feeds or secure download links.
If you have valuable content that you want to protect and control, or that you hope to build a business on the back of, you are going to struggle to achieve either using YouTube alone. It’s just not built for non infotainment or businesses focused content.
Enterprise Video Platform: A Better Alternative to YouTube
Enterprise video platforms are designed to support the specific video needs of businesses. The aim is to make the process of encoding, uploading, managing, customizing and delivering video content simple and frictionless. Taking on the heavy lifting, Online video platforms take on the heavy lifting to enable businesses to focus on their core objective of creating engaging content for their audiences.
Why is an enterprise video platform better for business videos?
Many businesses want to attract viewers to their own sites to take advantage of superior margins from advertising or subscriptions. These businesses should opt for an enterprise online video platform, like vzaar, that is designed and optimised for this kind of use. vzaar is one of the leading video platforms on the market, designed specifically
Some of the benefits of going down the enterprise video platform route include:
- More control and security. vzaar offers an abundance of security options that YouTube lacks including encrypted streaming, domain control, and password protection to name a few.
- Intelligent video management. An enterprise video platform makes light work of managing libraries of hundreds or thousands of videos. Powerful management features including categorization, labels and playlists, allow you to organize your videos in a way that works for you.
- In China playback. For publishers and eLearning organisations that want to target Chinese audiences or students, vzaar is the only enterprise video platform that can deliver reliably smooth, high-quality playback in China.
- Customize to match your brand. Brand the video player so viewers know every video watched is yours. Add your logo, choose colours and branded text to create the look you want.
- Expert support. vzaar’s team of video experts are on hand 24/7 to provide support and guidance. Connect with real humans to get your issues resolved quickly.
It’s still not the norm, but it makes perfect sense for many organizations to use a combination of YouTube for prospecting, and an enterprise video platform to manage their revenue-earning video library and onsite content.
As the online video platform market matures, we will see more companies using multiple best-fit online video platforms to perform different jobs.
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