Marketing ships campaign videos. Sales runs pre-call webinars. Support shares onboarding walkthroughs. Nobody owns all of it, so nothing gets organized. Assets pile up across accounts, platforms, and hard drives until the library becomes a growing junk drawer no one wants to tackle.

Your video content strategy solves this problem by providing a system for organizing, hosting, measuring, and scaling all video content produced across departments and teams. It’s the infrastructure that keeps every video findable, reusable, and measurable — so the library compounds in value instead of complexity.

This guide covers how to build that system: content pillars, production cadence, hosting platform, and measurement framework. Whether you’re starting from scratch or untangling what’s already accumulated, these are the components that turn a collection of video tasks into a resource that grows in value.

What Is A Video Content Strategy?

A video content strategy is your business’s playbook: the rules that govern what gets made, how it’s organized, and how you know it’s working. A video tactic is executed for a specific goal; a strategy is the system that keeps every video useful. When these components run as a system, the library’s value snowballs in value as every video is easy to find, reuse, and repurpose. 

Without this organizing system, the library becomes unmanageable, preventing the business from gaining the benefits of the accumulated content. With it, a single product demo, hosted and tagged once, can serve a sales call, an onboarding flow, a support article, and a social cut without anyone re-shooting it. A video content strategy might include:

• Content Pillars: Plan content around purpose and the department that creates it to keep your library aligned with business goals.
• Production System: Build repeatable processes that reduce production time and ensure every video meets brand and security standards.
• Video Hosting Platform: Host content in a centralized library with flexible privacy tools for sharing public content and keeping internal videos secure.
• Measurement Framework: Measure user engagement across content and track individual viewer completion to see who’s watching and what’s working.
• Scaling and Governance: Prepare for growth by organizing the library (folders, tags, etc.), defining team roles, and using a hosting plan with scalable storage and bandwidth.

Most businesses have some of these components in place. Running them as one connected system closes the gap between a library that compounds and one that sprawls.

1. Define Your Video Content Pillars

Content pillars align your video production with business goals. Instead of one-off campaigns, each piece plays a specific role. A video content strategy includes external content that builds an audience and turns it into customers, and internal content that a business relies on to keep teams aligned and maintain best practices. 

External Video Strategy: Map Content to Customer Journey 

For customer-facing video, mapping pillars to the funnel, from awareness through retention, makes it easy to spot any stage that’s missing video.

Businesses rarely build all four at once. Newer, fast-growing companies focus on awareness and conversion to build an audience and convert it into sales. Once that base is steady, consideration and retention deepen trust before the sale and relationships after it.

Internal Video Strategy: Organize Content by Departments 

Internal video content helps businesses stay organized and compliant. For businesses of all sizes, internal video is key to maintaining standards and communicating effectively across departments. For this reason, it makes sense to plan internal content by function rather than funnel stage in your video library.

Common departments and corresponding content include:

• Onboarding and HR: welcome videos, policy walkthroughs
• Training and L&D: skills courses, certifications
• Internal Comms: all-hands, leadership updates
• Operations: recorded SOPs, how-to docs
• Sales Enablement: pitch training, objection handling

Internal video is also where security becomes mandatory. A confidential all-hands video or a product roadmap walkthrough can’t live on a public platform, which is the first sign that your hosting platform matters as much as your strategy.

Whatever the mix, the pillars define what your video content strategy needs to cover, inside and out. The next step is producing it consistently.

2. Build a Production System, Not Just a Schedule

Once you’re clear on what to produce for your video content strategy, refine the production system to ensure your workflows are consistent and repeatable. A production system lets you build the process once, making consistency and efficiency automatic. 

Fundamentals of a Video Production System

• Repeatable and Iterative: Support video strategy with production processes that allow workflows to be regularly refined and measured for improvement. 
• Batch vs. Reactive Production: Reduce reactive and one-off production in favor of well-planned shoots that enable batch creation to increase efficiency.
• Templates and Formats: Build reusable elements (video player presets, intro and outro animations, etc.) into your video content workflow to reduce time and protect quality. 
• Review and Approval: Standardize roles and workflows by department or audience (external vs internal) to maintain brand guidelines and video security.
• Repurposable and Accessible: Ensure content is findable for cross-department reuse, such as a product demo that supports both sales calls and new-hire onboarding.

Your video production system sets your video library up to compound value by ensuring all content meets business standards, brand guidelines, and security requirements. Keeping it all organized takes a unified infrastructure, which we’ll discuss next.

3. Choose a Video Hosting Platform That Scales

A growing video library multiplies in value, but it also gets harder to move: migrating hundreds or thousands of tagged, embedded, and organized videos is complicated and can be expensive. 

A video hosting platform is an important, often long-term decision, even if the company doesn’t realize it at the time. 

What Makes a Video Hosting Platform Scalable?

Here are five major tenets of a scalable video hosting platform:

• Advanced Analytics: Collect in-depth insights on every viewing session and track viewer-level engagement to learn from your library as it grows.
• API & Flexible Integration: Manage your video library via the API and integrate with the rest of your tech stack for seamless production workflows across tools.
• Security & Access Controls: Limit who can watch and share your content with access restrictions and anti-piracy measures to keep it secure across teams.
• Predictable Pricing: Know your plan’s limits and ensure your host offers transparent overage fees so your hosting expenses are never a surprise.
• Team Roles & Permissions: Determine who has account access and what they can do (e.g., change account settings, review audit logs) to securely expand teams.

Here’s how those five tenets come together: a growing business connects to the SproutVideo API to export engagement data to its CMS. It uses this data to evaluate and improve its customer onboarding sequence, which is restricted to paying customers and protected by login protection. The business hosts monthly webinars, which often result in large bandwidth spikes that it can easily project and account for when evaluating ROI with SproutVideo’s predictable pricing. Finally, only the company’s department leaders have access to the full video hosting account, while team members are limited to the permissions they need.

One platform. Five tenets working in parallel. No surprises on the invoice, no content leaking to the wrong audience, and no guesswork about what’s actually being watched.

If you’ve already accumulated a large video library and are considering a switch, look for a video hosting platform with a Support team that can help make the transition smoother.  

Choosing the right video host early means the platform grows with your library rather than becoming something you have to escape. The next question is what to measure once it’s in place.

4. Build a Measurement Framework Before You Publish

Measurement is the key to a video library with compounded value. Evaluating content performance, for external and internal content, tells you what’s working and what needs improvement.

This type of measurement isn’t about ROI, which evaluates specific video metrics as key performance indicators. Instead, we’re looking at the overall health of your video library based on content performance, whether the benchmarks are engaged viewers for external videos or completion tracking for internal communications. The metrics are the same, but the outcomes differ depending on whether the goal is external conversion or internal adoption. 

The Video Metrics That Matter

• Play Rate: What percentage of people who landed on the page played the video
• Engagement with Heat Map: What parts and percentage a single viewer watched
• Drop-off & Replay: Where a single viewer stopped, skipped ahead, or rewatched
• Retention Graph: What percentage of viewers watched at each point in the video

As your library grows, the data you collect gets richer, highlighting patterns and repeatable processes that produce consistent results. Make measurement a regular part of your video content strategy to keep the library’s value growing over time.

Building Measurement into Your Video Content Strategy

1. Set baseline benchmarks for video content: Review your content pillars, define metric goals, and collect data to establish a baseline for improvement.
2. Connect engagement data to your tech stack: Use the API or other connection to bring data into your CRM, learning management system, or custom dashboard.
3. Review and optimize regularly: This is the key to compounded value. With sufficient data, use measurements to learn and improve at a set cadence.

With measurement in place, you can grow your video library without losing control over how the expanding content affects your business.

5. Plan for Business Growth from Day One

Once your video content strategy is in place, the task of managing video content at scale — operating the library, maintaining organization, and governing team growth — takes center stage. This step is the difference between a flourishing video library that’s searchable and accessible, versus a junk drawer of a problem. 

Managing Video Content at Scale

Maintaining your video content strategy as your business scales includes:

• Capacity Planning: Project storage and bandwidth needs at 2x and 5x your current volume, so that you can upgrade plans proactively instead of reactively.
• Organizing Structure: Create operating standards across content pillars and use folders and tagging to keep the library searchable and scalable. 
• Access Governance: Outline which roles have access to your content and hosting account, and how you grant and revoke access.
• Content Lifecycle: Regularly archive and retire outdated or unused content to keep the library relevant and up to date as it grows. 

Consider a business that starts with a small video library: a handful of product demos, a welcome video, and a few internal training recordings. At that scale, informal organization works. Then the team doubles, content output triples, and the library becomes a catch-all where everyone has access to everything, and no one knows how to find what they actually need.

The businesses that scale past this point without losing control build the structure before they need it. The result is a library that gets more useful as it grows, not harder to manage.

From Video Tasks to Content Strategy

Every video made without a video content strategy in place becomes harder to find, reuse, and measure later. The library doesn’t stay neutral while you wait to organize it. Build the system before you need it, and video stops being a collection of tasks and becomes a channel that grows in value over time.

FAQs on Video Content Strategy

What is the difference between a video content strategy and a video marketing strategy?

A video marketing strategy focuses on how video drives audience growth and campaign performance; a video content strategy is the broader system that governs how all video across the business is organized, hosted, measured, and scaled.

A video content strategy includes keeping content accessible to the right teams, building production systems that perform consistently, and collecting data for regular performance evaluations across marketing, sales, support, and internal functions alike.

What is the difference between video access controls and team permissions?

Video access controls restrict who can watch content using secure tools such as password protection, login protection, SSO, and more. Team permissions determine who has access to your video hosting account and what actions they can take. Access controls protect the content itself; team permissions govern who has access to the video hosting platform.

How should I organize internal video content?

One effective way to organize a video library is by department. While external content is best planned by customer journey and internal content by function or department, a consistent department-first folder structure works as the organizing approach across both.

A top-level marketing folder holds campaign videos, brand content, and social cuts. Sales enablement holds webinars, pitch training, and testimonials. Each department knows where its content lives and where to find what they need from other teams. 

Within each department folder, determine additional subfolders — by function or content — and tagging standards to keep organization granular and content accessible as volume increases.

Do I need a separate platform for internal and external video?

No, a single video hosting platform with strong access controls handles both internal and external content. The key is choosing a platform that supports secure video sharing, so internal videos remain accessible only to the right people, and publicly accessible videos are protected from piracy. Splitting platforms creates the same scattered-library problem that a video content strategy is designed to solve.

How many videos do I need before creating a video content strategy?

There is no minimum number of videos to have before creating a video content strategy. It’s best to start before the library gets too large, as organizing an existing “junk drawer” of videos is time-consuming. The best way to start is to put governance in place, whether you have 10 or 200 videos. Even if your organizational structure changes in the future, having a solid system now will make the transition far smoother down the line.

The post How to Build a Long-Term Video Content Strategy (and Why Your Video Host Matters) appeared first on SproutVideo.

An outgrown plan rarely announces itself. Additional usage fees, hidden labor costs, and decisions made without adequate data tend to surface as frustration long before they show up as a line item. By the time the problem is obvious, it’s often already been running in the background for months.

Knowing what to look for makes it easier to catch early. Here are five signs your video hosting plan has stopped keeping up and what to do about each one.

1. You’re Consistently Hitting Storage or Bandwidth Caps

If your team has ever deleted a video just to stay under a storage limit, that’s worth paying attention to. Deleting content to manage capacity isn’t a storage strategy. It’s a workaround that quietly erodes the long-term value of your video library. The training series from two years ago, the product demo that still converts, the webinar Sales keeps referencing: all of it becomes expendable when storage management turns into a manual, reactive task.

The financial side is worth scrutinizing, too. Additional usage billing on lower-tier plans adds up quickly, and the per-GB rate varies significantly depending on where you are in the plan structure.

For teams consistently pushing past their limits, the gap between what they’re spending on additional usage fees and what they’d pay on a higher tier can be significant. The math often favors upgrading sooner rather than later.

It’s also worth understanding the difference between the two types of limits you might be working under:

• Hard caps cut off access or playback entirely when a limit is reached, which is a jarring experience for viewers and a credibility problem for whoever is hosting the content
• Soft caps allow continued usage but let additional usage fees accumulate until the invoice arrives

Neither scenario is ideal when a plan with greater capacity would eliminate the problem, but soft caps are generally preferred to avoid interrupting business activity. SproutVideo offers soft caps with unlimited storage and bandwidth; however, the extra usage fees differ across Seed, Sprout, Tree, and Forest tiers. 

2. Your Analytics Don’t Tell You Enough

What “analytics” means depends heavily on the video host you use. All video hosts generally offer the basics: total plays, total impressions, and engagement time. That aggregate data has its uses, but it doesn’t answer the questions that drive real content decisions:

• Which parts of the video are holding attention?
• Where are viewers dropping off?
• Which individuals watched what, and for how long?

Decisions made without those answers are expensive. A training team that can’t identify which module employees abandon halfway through a video is guessing about what to fix. A marketing team that can’t connect video engagement to downstream behavior is guessing about ROI. Viewer-level engagement data, including video heatmaps, individual playback tracking, and watch-time reporting, changes what’s possible. It turns video from a broadcast into a feedback loop, where every view generates information about what’s working and what isn’t.

3. You’re Working Around Your Platform Instead of With It

Pay attention to how much time your team spends solving problems that your video platform should be solving for you. Ask yourself whether any of these common workarounds sound familiar: 

• Are we sending viewers to YouTube because our platform doesn’t give us the sharing options we need?
• Are we using a separate tool to gate content behind a lead capture form?
• Are we using unlisted links to control who has access and hoping those links don’t go further than intended?
• Are we downloading and re-uploading videos to Dropbox or Google Drive just to share them with clients?
• Are we running captions or subtitles through a third-party tool because our platform doesn’t handle them natively?
• Are we tracking viewer engagement in a separate spreadsheet because our platform doesn’t give us individual-level playback data?
• Are we screenshotting analytics dashboards to include in reports because our platform doesn’t offer exportable data?

These are workarounds, and they’re a reliable sign your plan has hit its ceiling.

The hidden labor cost of manual video management is easy to underestimate. Every workaround adds steps, creates dependencies, and introduces points of failure. And unlike a direct platform limitation (i.e., something that prompts an immediate decision), workarounds tend to accumulate invisibly. Teams adapt, build habits around the friction, and absorb the cost in time and attention without ever realizing there’s a better solution.

As we’ve covered before in our breakdown of public vs. private video hosting, reaching for a second platform to fill gaps in your primary one is one of the clearest indicators that your video infrastructure needs reconsideration.

The following features eliminate the most common workarounds, and all of them are platform native, rather than integrations that require an extra setup or third-party subscription:

• Domain-level access restrictions
• Built-in lead capture and email gates
• Password and login protection
• Folder-based content organization

When these tools are part of your platform, your team spends less time engineering around limitations and more time using video for what it is intended to do. If the features your team already needs are sitting one tier above your current plan, that gap has a price.

4. Your Video Security Doesn’t Match Your Content’s Value

Video content isn’t uniform in its sensitivity. Hosting a few marketing videos is different from hosting client deliverables, internal training, premium courses, or proprietary product demonstrations. And, the security features that are adequate for one may fall short for the other.

Entry-level video hosting plans typically cover private videos and password protection. That’s a reasonable starting point for general content, but passwords have real limitations, especially once the content they’re protecting has genuine business value:

• Passwords get shared beyond the intended audience, with no way to control it
• They can’t be revoked for individual viewers once access has been granted
• They offer no visibility into who actually watched the content or when

For teams sharing materials with clients, distributing proprietary training, or delivering gated content tied to real revenue, those gaps matter. The business cost of a video leak, such as in client trust, competitive exposure, and potential compliance consequences, can easily outweigh the price difference between a basic plan and a higher-tier one.

Higher-tier plans typically include security features sized to the risk:

• Login protection or SSO for viewer login, so access is tied to individual identity rather than a shared credential
• Domain restrictions or signed embed codes, so content can only play where you’ve authorized
• Geographic and IP-based playback restrictions
• Dynamic watermarks that embed visible and invisible viewer-specific information directly into the video to deter screen recording and trace unauthorized sharing

The practical question for any team using video beyond general awareness content is whether the security controls in their current plan match the value of what they’re protecting.

5. Your Team Has Grown… But Your Plan Hasn’t

A video platform set up for one person starts to show its limitations once more people need access. The breakdown usually looks something like this:

• Confusion about who has permission to do what
• Multiple people uploading the same content to different folders
• A video library that no one has a complete picture of because access is being managed inconsistently

Informal organization usually works fine when one person owns the video workflow. When three, five, or ten people are uploading, organizing, and sharing content across departments or client accounts, it breaks down. Without role-based permissions and clearly defined access controls, content governance becomes a manual process, and the risk of unauthorized access, accidental modifications, or misdirected sharing goes up.

Teams managing video across multiple use cases feel this most: a Marketing team sharing a library with Sales while keeping certain materials restricted or an organization managing content for multiple clients that needs clean separation between accounts. This is where plan structure starts to matter.

Platforms that tier their user management features let collaboration scale with the team, without requiring a full platform switch every time headcount grows. Role-based permissions, multi-user access, and account-level activity logs are the features to look for. If your current plan doesn’t include them, that gap is worth addressing sooner rather than later.

What to Do Next

If one or two of these sound familiar, your current plan is worth a closer look. Storage and bandwidth limits, analytics depth, platform workarounds, content security, and team access are the five areas where basic and mid-tier plans most commonly start to constrain businesses that have outgrown them.

The goal isn’t to upgrade for the sake of it. It’s to make sure your plan is keeping pace with how your team works. Taking stock of where you’re hitting friction, what you’re spending on additional usage fees, and which features your team has wanted but doesn’t have is usually enough to tell you whether your current plan still fits. This plan comparison is a useful place to start, laying out exactly which features and capacity levels come with each tier.

Growth Gap FAQ

How do I know if I need to upgrade my video hosting plan?

A few patterns tend to show up together when a plan has stopped keeping pace:

• Additional storage or bandwidth usage fees are happening consistently
• Analytics can’t answer how viewers are engaging with your content
• Your team is spending time on manual workarounds
• Security controls don’t match the sensitivity or value of what you’re hosting
• The team has grown beyond what a single-user setup can reasonably support

If two or more of those apply, a plan review is worth the time. Unsure of what you need? Email or chat with our Support team.

What’s the difference between storage and bandwidth limits, and which should I watch more closely?

Storage is the total amount of video content you can have on your account at any given time. Bandwidth is the data consumed each time someone watches one of your videos. The difference in practice:

• A 500MB video sitting in your library uses storage
• That same video being watched 1,000 times uses bandwidth

For most growing teams, bandwidth is the limit worth watching more closely when evaluating your business video hosting plan. Storage tends to grow predictably as you add content. Bandwidth can spike unexpectedly — a product launch, a campaign, a video that gets shared more widely than anticipated — and additional usage fees can accumulate quickly before anyone notices. That said, both are worth monitoring regularly, particularly if your content library is expanding and your audience is growing simultaneously.

Is it worth upgrading my video hosting plan if I’m not hitting storage and bandwidth limits?

Often, yes. 

Beyond storage and bandwidth, the features available at higher tiers tend to have a real impact on productivity and content ROI even before basic capacity becomes a visible problem:

• Analytics depth
• Security controls
• Team management tools

How do I calculate whether upgrading my plan is worth the cost?

Start with what you’re already spending beyond your base subscription:

• Additional usage fees from the past three to six months
• Time your team spends each month on video-related workarounds — manual access management, re-uploading content to other platforms, tracking engagement in spreadsheets — converted to an approximate hourly cost
• Any third-party tools you’re paying for to fill gaps your current platform doesn’t cover

Add those up and compare the total against the cost difference between your current plan and the next tier. Most teams that are consistently hitting limits or maintaining active workarounds find the gap is smaller than expected, and that the upgrade pays for itself within a few months.

Can multiple team members be on the same video hosting account, and how does access control work?

Yes, though the specifics depend on your plan tier. Entry-level plans are typically designed for a single user. Mid-tier and higher plans add multi-user access with role-based permissions, so different team members can have different levels of access:

• Some can upload and edit
• Others can view only
• Administrators can manage the full account

For teams managing video across departments or client accounts, role-based permissions matter beyond convenience. They’re what prevent the wrong person from modifying, sharing, or deleting content they shouldn’t be touching. If your current plan doesn’t support the user structure your team actually needs, that’s one of the clearest signs you’ve hit your video platform limits.

The post 5 Signs Your Business Has Outgrown Your Video Hosting Plan appeared first on SproutVideo.

During the height of the pandemic, we saw an astronomical rise in video marketing across the board. Brands produced more video than ever before, and consumers’ viewing habits were at an all-time high. However, as things begin to shift toward what was considered normal before the pandemic, some big questions remain about what will happen to the video boom.

How important is video going to be moving forward? Will platforms still prioritize video? Is short-form content going to stick around? In this post, we’ll address some of these questions and more as we take a look at what companies can expect from video for the rest of the year and beyond. 

Video is the Main Character

Video is one of the best mediums for conveying messages of all kinds. For companies, it is valuable because it keeps people engaged, helps deliver complex messages, and is an easy way to promote products and services. For consumers, video is helpful, quick, accessible, and simple to engage with. In fact, 72% of customers prefer to learn about a product or service by watching a video according to Hubspot.

During the pandemic, those of us staying home saw just how vital video could be as a means of connection. And as video connects families and friends, it also connects companies to consumers. That connection certainly isn’t going to vanish overnight. Companies that want to stay top of mind will have to create even more high-quality video than ever before, which sounds like a daunting task for many businesses. Luckily, there are so many ways to create video content, making it the best time to embrace this new shift. 

Emphasis on Video Everywhere

Back in the day, a lot of video production was for TV commercials or strictly for posting on YouTube. Top-tier companies paid lavish amounts to create these highly produced and very polished professional videos. While this still happens, and for good reason, there is an endless amount of new places to post content, a desire for different levels of quality, and an appetite from the consumer for a wider variety of content. 

You can now post videos virtually anywhere on an extremely wide variety of platforms. Whether that’s on social media platforms, or hosting on-demand or live videos on your company website (which we’ll cover below).  

More Hybrid Events

Many brands were forced to switch to virtual events last year. While many will be returning to in-person events, the skills those companies learned can still be useful in making future events more accessible. In other words, if you have the ability to add a virtual aspect to your events, you should continue doing so. 

This not only will allow you to create more content, but also let folks who can’t physically attend continue to participate in your events. If you need a place to start, explore our guide to paid virtual events here.  

Short-Form Content Is Here to Stay

At the beginning of 2020, TikTok made waves in the social media space as a video-only platform featuring content that is 15 – 60 seconds long. The pandemic fueled its growth, hitting milestones far faster than any other social platform. It attracted kids, adults, and businesses to the platform, and highlighted the benefits of short-form content. 

Fast forward to today, and many of the mainstream platforms have adopted features similar to TikTok. Instagram Reels and YouTube Shorts were made to directly compete with TikTok’s rising popularity. Adam Mosseri, Head of Instagram, even went as far as to say Instagram is no longer a photo-sharing app and added an emphasis on video content and creators. Clearly, the impact of short-form media is going to be huge moving forward.

Good news for brands: this is just another opportunity to distribute information in a new fashion. If you have a large library of material you already have a comprehensive content bank you can pull from. You can recut videos to fit the parameters of short-form content, or create new short videos from some of your other pre-existing content. To make the most out of your content, explore our guide on producing multiple assets from a single video.

Hosting Your Video Content

With so many videos being created every day, video hosting is a major consideration for many companies as they continue to build out their own video marketing programs. Of course, social videos will live on your social platforms. But for bigger projects—non-public content, videos that need to be privately shared, and placing videos on your website—it is worthwhile to look into a professional solution.

Many folks turn to YouTube for all their video hosting needs, which is great in its own right. But for more control over your videos, you’ll likely need to host elsewhere. Customizable players, video marketing tools, security features, and much more can typically be found with many of the top professional hosting services.

The same process applies to live content. Social platforms are great for going live, but certain topics and events will need to be hosted in a more secure environment. For example, while a live stream Q&A could work great for your audience on Facebook, if you’re having a town hall event, you likely won’t want to host that so publicly. Pandemic or no pandemic, having a grasp on how you host your videos natively will be essential. 

There is a good chance these shifts in the video marketing world would have happened sooner rather than later; the pandemic just pushed those timeframes into overdrive. Furthermore, now is the best time to go full force into video creation to help elevate your business. For more tips and tricks for everything video, be sure to sign up for our newsletter with the form below.

The post 2021 Video Marketing Refresh appeared first on SproutVideo.

In this post, we break down the key factors you need to consider when signing up with a video hosting provider, and how to make the best choice for your business.

Budget for Video Hosting

If you have a small budget for video hosting for your business, you actually have a lot to work with. Video hosting does not have to be expensive or complicated, rather, it should be easy and affordable.

Also, it’s not just about the money you’re spending. It’s about what you get for it.

Although certain free options, like Youtube, are tempting, you have to consider whether it is the right choice for your business. If you properly evaluate your business needs, and what you want to achieve with online video, you will likely find it is worthwhile to invest in a professional video hosting service.

The most obvious reason is the ads that Youtube and most other free hosting providers depend on for revenue. Potentially even worse for your business, other videos usually appear at the end of your video, driving people back to Youtube. In the majority of use-cases, your business would be best served by keeping your traffic on your site, and providing an uninterrupted viewing experience for your audience.

If you go with a paid video hosting provider, you won’t have to deal with ads or related videos. Instead, you’ll get the marketing, analytics, and security tools your business needs.

Security

For any small business, the security of content, especially videos you invested a lot of time and effort into, is paramount. Even if you want your video to be shared widely, you likely don’t want it published just anywhere on the web, or worse, for someone else to take credit for it. This applies to all sorts of videos, from internal communications, to testimonials, product videos, and training.

Free platforms are inherently oriented towards viral content. Discovery engines drive millions of views, and the costs entailed for the platform are ad-supported. Otherwise, the model wouldn’t work. As a result, free platforms tend to be deficient on security features because it’s not their main focus.

Compared to free platforms, a professional video hosting provider can enable you to control how your videos are shared online, where they can be played, and who has access to them. The importance of privacy features largely depends on your specific goals for sharing videos online. Here are a few broad use-cases that are worth going through so you know what to look for.

Limited Viewing with a Password

Simple password protection works well here, since only viewers with the password for the video can view it. Each password protected video has one password, meaning each viewer will use the same password to watch the video.

Of course, people could share a link to a video, along with the password. While not the most secure option, password protection works well in many instances.

Sharing Videos Internally

If it’s imperative that only company employees view and share your videos, more advanced security tools will be required. Assigning individual viewers a login, restricting IP addresses, or using single-sign-on (SSO), are great options for controlling video access.

Login protection enables you to track specific individuals, and to set their video access to expire after a period of times or number of viewing sessions.

When using allowed IP addresses, you are basically making it so that only viewers on specific connections can access your videos. This setting works particularly well if your company has a VPN or owns a specific block of IP addresses.

Single-sign-on requires that your company have an existing Identity Provider, like ADFS or OneLogin. When enabled, SSO makes it so that only people with company-issued credentials can access your videos. You can also track viewers at the individual level, and review exactly who is accessing your content.

Ensuring Videos Only Appear on Specific Websites

Sometimes, it’s not just about who is accessing your videos, but where they can be found online. To restrict videos to specific websites you own, you can use allowed domains, or signed embed codes. Both features achieve a similar result.

Allowed domains is a simpler privacy setting that enables you to just enter the URLs where you want your videos to be able to play. Once it’s setup, your video embed codes will not work on any other websites.

Signed embed codes are more technically advanced, and can be used for more specialized purposes. Signed embed codes work by requiring a secret, expiring signature key to load the video embed code. This can be useful if, for example, you only want your video to load on a webpage under specific circumstances based on visitor characteristics or behavior.

Marketing

A properly designed video content marketing strategy will help grow your email list, generate leads, and improve both SEO and SEM. To achieve these core marketing goals with video, look for tools that will enable you to capture viewers’ email addresses, analyze your audience in-depth, customize pre- or post- roll screens, and perfect your video SEO.

To really leverage these features, consider where your target viewers are in your marketing funnel. Are you trying to grow brand awareness? Or are you driving conversions? Having a clear focus on your desired outcome when implementing different marketing tools will make a big difference to their efficacy.

Ads and related videos both interfere with the viewer experience, impacting engagement. You might realize that will impact your bottom line, since it’s logical that fewer engaged site visitors will result in fewer sales. But, it can also impact your video SEO, since user behavior is an increasingly strong signal for rankings.

If you get the right features, you can usually offset your costs. If you’re planning to use video for lead generation, for example, subscribe to a video hosting service with the specific marketing tools you’ll need. Once you’re generating leads with your videos, you should be able to demonstrate ROI for your video marketing campaigns, offsetting your costs.

Customer Service

It is really important to get a quick answer to your question, and to solve technical issues with your videos. Want to wade through forums or Google searches? Or just reach a live person quickly and easily?

Customer support can make-or-break your video projects. It is easy to overlook a key setting, or to not be totally comfortable getting everything set up at first.

At SproutVideo, we know how complicated online video can seem at first. That is why we make certain commitments to our customers. SproutVideo provides dedicated customer support reps, and live chat and email support for all plan levels.

Scalability

Sure, you might be just starting out with video. Still, you need to think ten steps ahead to make the right call about where to stash your videos.

Video hosting is particular sticky as far as online business services go. Uploading, customizing, and embedding your videos takes a lot of time and effort. After all that, the last thing you want to think about is starting all over with another platform. In general, life will be much easier if you pick a platform you can rely on for the long run.

To make the best decision for your business, check for tools that will help you handle large numbers of videos. Ask how long the video hosting provider has been in business. Forecast your bandwidth and storage needs, and check their pricing to make sure it will still be affordable down the road.

We hope this walk-through has given you a clear picture of how to make a good purchase decision regarding a video hosting provider. If you have any questions about your video project in particular – from filming to editing to publishing online – let us know in the comments below or on Facebook and Twitter!

The post How to Select the Best Video Hosting Provider for Your Business appeared first on SproutVideo.