As a business with an internet presence, you may already have videos hosted online. This could be through online video sharing platforms, or directly hosting content on your staff intranet – a tactic many organisations use to communicate with their workforce.
However, the main metric used to measure the effectiveness of such strategies is simply views. Often duplicated, therefore misleading, as the same users return to refer to the content or complete watching it. A lot of businesses therefore struggle to manage video as a marketing channel and capture the value their digital assets create.
Many Learning & Development teams we speak to are often tempted to just host their digital assets on YouTube or Slideshare, then distribute this internally and externally, because they can easily report back with view statistics. The challenge here is the limited analytics, such as valuable engagement data they cannot see, which the aforementioned platforms use to improve their services. Hardly mutually beneficial.
Other B2B clients we talk to, tend to use file sharing platforms to send large files to prospects and clients, relying on the recipients to be able to safely download and securely store valuable information on their end. However, it is not possible to track the files shared on platforms such as WeTransfer and Dropbox, beyond the initial download, and download links quickly expire.
Solid actionable insights into the value your assets are delivering to your clients and their end users is lost, and in some cases only available with costly, premium subscriptions that still limit what user-level data you get to see.
Another attempted solution we see is businesses attaching videos in an email and sending it to ‘All users’ or their client distribution list - a fiddly tactic that delays knowledge sharing and puts a burden on already stretched IT architecture, networks and storage provisions.
If they do however succeed in firing the email out, IT teams on the other side rightfully deploy cyber security solutions, such as Mimecast, to prevent their users opening links and large files that may pose a virus or hacking risk to their internal networks.
And finally, when you consider that nearly all popular video sharing platforms do not have any effective direct response mechanisms to capture leads from prospects built in, (commenting doesn’t count) and click-throughs from social media embedded links are second only to display advertising for the worst conversion channels, it becomes clear that views alone cannot help B2B video marketers capture value from their assets.
With KonnekApp, businesses can seamlessly host, manage and share their existing videos on a secure platform, creating and managing users with various access permission credentials.
These include Superadmin, Admin and User, all manageable on a sleek, intuitive, easy-to-use web client.
KonnekApp can be completely customisable with your own brand colours, logo and identity, and is now available for both iOS and Android.
Account admins can also create playlists, provide recommended content to users, collect detailed analytics about viewership and engagement and in later versions, monetize your content.
While hosting videos on online sharing platforms may make them easy to distribute, platform, privacy and analytics limitations dramatically reduce the quality of your digital asset management strategy.
To find out how you can use KonnekApp to get more out of your existing video content, book a demo today.
KonnekApp is a secure, next-generation solution for businesses looking to generate leads from video, by hosting, managing and distributing content to users on a branded platform. KonnekApp is developed by REAS group, a bunch of thinkers, artists and architects bringing your ideas to life.