Guest Post by Meghan Grosso
The debate over whether your business can benefit from video is nonexistent. With new studies coming out every week on the growing reach of video, it’s clear that if your business has a website, video is an essential. From 30 second demos to large scale UGC submission contests – the possibilities for capitalizing on the world’s rapidly growing consumption of online video are vast.
What is not always so clear is where your videos should be hosted. YouTube is the obvious option. After all, even your seven-year-old cousin knows how YouTube works. Of course, the fact that your seven-year-old cousin is posting videos on YouTube is the first big indication that YouTube may not be the service best suited to your professional content.
Here are five ways that a premium video platform can help your business tap into the full potential of online video that YouTube cannot:
1) White labeling. YouTube lets you upload your content for free because they rely on your content to drive traffic to their site. It makes perfect sense that they don’t want you to white label your player. The ideal video player is completely unidentifiable. Moreover, it should be able to assume the identity of your brand – even down to the embed code – so you can embed it seamlessly into your own site’s environment. Premium video platforms let you upload your own logo, link the player back to your site, and tweak the design of your players. If you want to keep your audience focused on your brand and have full control of where your videos direct them, this is key.
2) SEO. Doesn’t YouTube have great SEO? Yes, YouTube videos are all very well optimized to direct search engine traffic…to YouTube. Not to your site. Google won’t give your site any video SEO juice unless you submit a video sitemap. In order to do that, you need to know the location, or URL of your video file. The video file URL – not to be confused with the URL of the page your video is embedded on – is something YouTube keeps hidden. Premium video services have no reason to cut in on your SEO because they are not reliant on ad revenue. Many work with you to create video sitemaps and improve the SEO of the only site you’re concerned with – your own.
3) Get all your video questions answered in one place, immediately. Need advice on the finding the right balance of speed and quality? Is your video not uploading and you don’t know why? Want to add multi-language subtitles but just don’t feel like clicking through help documents? A professional video hosting platform should have a team on hand to field any question you have and resolve any trouble you might encounter. Check right on the homepage of any service you’re researching; if you see a contact number listed openly, you know you’ll get your money’s worth in support.
4) Ownership. Have you taken a look at YouTube’s Terms of Service? They claim the right to use your content whenever, wherever, and however they like:
For clarity, you retain all of your ownership rights in your Content. However, by submitting Content to YouTube, you hereby grant YouTube a worldwide, non-exclusive, royalty-free, sublicenseable and transferable license to use, reproduce, distribute, prepare derivative works of, display, and perform the Content in connection with the Service and YouTube’s (and its successors’ and affiliates’) business, including without limitation for promoting and redistributing part or all of the Service (and derivative works thereof) in any media formats and through any media channels. You also hereby grant each user of the Service a non-exclusive license to access your Content through the Service, and to use, reproduce, distribute, display and perform such Content as permitted through the functionality of the Service and under these Terms of Service. The above licenses granted by you in video Content you submit to the Service terminate within a commercially reasonable time after you remove or delete your videos from the Service. You understand and agree, however, that YouTube may retain, but not display, distribute, or perform, server copies of your videos that have been removed or deleted. The above licenses granted by you in user comments you submit are perpetual and irrevocable.
YouTube is nothing without your content. If you find that unsettling, seek out a professional video platform that doesn’t ask so much from you in return for hosting.
5) Custom tweaks and simplified management. Professional video platforms offer dozens of premium features to help you brand, secure, and enhance your content. In the video below, the image of a computer was uploaded from Photoshop and stamped on top of the soccer video. Normally, you’d have to do some advanced coding to get an effect like this.
Would you like to deliver fresh content to the people who want to see it most? Seek out a video host that supports audio Podcasts.
Want to update a video that’s already been embedded all over the place? Caught a mistake that needs to be fixed? If the video is hosted on YouTube, you need to delete the original video and manually re-embed it wherever you can. When you replace a video file with a premium video platform, they should be able to update that file anywhere it’s been embedded. You might not even realize how handy the premium features like video replacement are until the need for it arises.
This is guest post written by Meghan Grosso, Brand & Communications Manager for vzaar, @vzaar.