Searching for Value: Overcoming the Challenges of Video in the Enterprise

2 minute read
Marisa Peacock avatar

Is video a viable part of both your enterprise content and search strategies? If you’re like most companies, video is getting more attention in the enterprise. According to a recent Forrester study, the pervasiveness of video has become a significant consumer and corporate trend.

More Video, More Challenges?

It used to be that video was reserved for training or conferencing, but now the enterprise is turning to video to help share knowledge with employees and customers alike. Forrester shows that 45% of business technology users already report watching some type of video for work, while 44% of IT professionals say that their organization is implementing or planning to implement enterprise IP video for internal use.

However, while video can definitely benefit the way a company shares information and engages with customers, it can also cause some headaches, like taxing network bandwidth or disrupting a wide range of well-established processes, from customer service to retention management. Figuring out just how useful enterprise video can be for a company’s content and collaboration strategy can prove challenging.

Learning Opportunities

Facilitating Sharing by Searching

A few reasons why video poses challenges go beyond bandwidth, but instead confront issues associated with ownership, archival and business value. Companies serious about video need to consider a few necessary additions to their search infrastructure, including:

  • Enterprise search technology: Enterprise search platforms allow video to be included with other digital content when queries match assigned metadata or indexed captions or transcripts.
  • Digital asset management: DAM solutions can offer speech-to-text technology to facilitate search, as well as videos grouped by contextual associations and multilingual capabilities.
  • Hosted video solutions: Although hosting videos on an external site such as YouTube is a cheap and easy solution, companies who host videos on their own site have access to analytics and integration to enterprise content management (ECM) systems, with no advertisements.

Overall, Forrester recommends that companies become more familiar with their workforce culture. Video search solutions can have some major limitations, especially if it’s not conducive to the way your employees look for information, access and engage with video. Additionally, video search options also depend on audio and production quality. Unless you are working with studio-quality videos, you may want to revisit your video content strategy and technologies before investigating solutions with high-level capabilities.

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