Is the Content of Your Video Shareable – Or Secret?

Every business video is unique, so you’ll need to thoughtfully consider the contents of each when it’s time to share them with your team.

Most business video falls into one of two broad categories:

  • Customer-facing, approved by legal, and designed to be shared and discovered by anyone
  • For-internal-eyes only, potentially containing competitive strategies, new product plans, financial data, trade secrets, customer or prospect information, or other ideas you wouldn’t want to inadvertently make public

When it comes to the question of where to upload any particular video, here are a few rules of thumb to keep in mind for the most common categories of enterprise videos:

For advertisements and other marketing collateral

Marketing videos are usually created to be seen, shared and discovered. Marketing helps turn viewers into leads and leads into sales – most of the time, you’ll want to make it as accessible as possible.

  • Rule of thumb: Your YouTube channel is likely a valuable choice here. With a massive public audience and a library indexed in Google search, putting these videos on YouTube can help more people find your video – and if you’re lucky, help those videos go viral.
  • Caveat: Many businesses also host their marketing materials on their video content management system, paired with new videos and ads in development to allow their employees to review, comment, and help shape future campaigns.

Demonstrations of products, processes, or competitive comparisons

Demonstrations require careful consideration when selecting where to host a video. Customer-ready demos of existing features or fairly-shot product comparisons may be valuable to share just like marketing materials.

On the other hand, demos of products still in development, sales readiness how-to’s, or processes that may be competitive secrets may be smart to keep close control of. These videos may be valuable to your organization and useful to employees, but you wouldn’t want them shared outside company walls.

  • Rule of thumb: Customer-ready demos are helpful to share both on YouTube (where your customers and prospects can find them) and on your corporate video content management system (VCMS, or “business YouTube”), where your sales and support teams may refer to them. Internal-eyes-only demos are likely better kept on your own video content management system.

Presentations, meetings, events, or updates

This type of video content presents another area for review and consideration, although these are often more black & white.

  • Rule of thumb: For the most part, you’ll want to keep these videos guarded on your corporate video library. These will be some of the most valuable videos your employees will create – sharing knowledge, providing background information on strategy, and more – but all that value means you certainly want to keep it in-house.
  • Caveat: Public meetings may be hosted anywhere. Many businesses choose to keep them on the VCMS and simply embed them on their website’s press or investor relations pages rather than save them to a formal YouTube channel, but others are happy to offer these events in a public place.

Training, workshops, courses, and other corporate instruction

Your corporate culture and the methods by which you do business are often important competitive differentiators. Most businesses prefer to keep these kinds of corporate knowledge and instructional materials private. Employees’ accessibility for these materials is paramount, but a close second is keeping them out of the hands of the public (and the competition).

  • Rule of thumb: For most companies, your corporate video content management system will be the better choice for your instructional and training videos.

Want to know more about your options for storing your business video online, and how to choose between your YouTube Channel and your corporate YouTube VCMS? Download our new white paper, “A YouTube Channel vs. the Corporate YouTube: A guide to designing a policy to help your business choose the right place for your videos” today.

Published: February 21, 2014