businessinfomag.uk magazine 28 Q&A What does the Vimeo hosting platform offer the world of business? Vimeo is not JUST a video hosting platform, but a tool for businesses to improve their communication strategy. Many businesses struggle to stand out in a busy ‘attention economy’. Vimeo’s goal is to give businesses of all sizes a ‘swiss army knife’ that allows them to create and share video content in-house, simply and at scale, whilst meeting the high expectations of their prospects, customers and employees. Vimeo is a great alternative to costly and time-consuming external production companies and agencies that doesn’t require any particular expertise in content creation and management. Cutting costs and gaining back control, who doesn’t like that? Why should businesses use the platform? Because it removes the need to purchase dozens of different technology solutions for a variety of video and live streaming use cases. Vimeo’s goal is to consolidate communications tools into a single solution that can be used for everything from broadcasting a live town-hall to editing or creating video content with stock footage and brand guidelines. With our interactive tools, you can also make your videos clickable and purchasable. If you don’t want to use the Netflix-style libraries on our platform, you can use Vimeo’s HQ video player, without ads, embedded into your website. We aim to support the entire process of content creation, hosting and sharing while making everything as easy and as scalable as possible. How should companies use Vimeo to manage video content? Have you any top tips? First, please do not use a YouTube Vimeo – All you need to know player embedded on your website! YouTube is a fantastic social media platform for attracting new eyes to your content. But once you’ve caught a user on your website, you want to keep them there. Having Vimeo’s embeddable, ad-free and customisable player allows you to maintain brand safety while ensuring the viewer stays in your brand ecosystem for as long as possible, without getting lured to another video or website. YouTube might be a free option, but the cost of getting a new user on your website is worth more than that. Second, don’t spread the hosting of your assets across multiple internal and external locations. Consolidate everything in a secure video library (protected by SSO), so that you can properly organise and manage content for use internally or externally. This also allows you to gain control of content by assigning levels of roles and permissions, whilst leveraging super-useful production, reviewing and creation tools. You mention Vimeo’s ability to keep viewers in a business’s ecosystem; what other advantages does it have over YouTube? Essentially, Vimeo and YouTube are not competitors but collaborators. YouTube is a social platform that’s great for attracting maximum viewership for your advertising/ marketing content. Vimeo is the first step in that process – the creation of content that you can post on YouTube. On the other hand, YouTube won’t cater for internal use cases or scenarios where you need to protect your content or share it on a white-labelled player. That’s the flexibility that Vimeo provides. What is your target audience? There’s a misconception that Vimeo’s Enterprise solution is only for large organisations. That’s absolutely not the case. Our plans can be adapted for everyone, from SMBs to Fortune 500 companies. You tell us what you need, and we create a plan just for you. In terms of our core personas, there are two main targets: Marketers and Internal Communications professionals. Both groups have struggled to find a solution that meets their need to engage better and to engage at scale. Until now. What are your favourite features on Vimeo? There are two: the simple video creation tool and the interactive video tool. The first is a ‘baby’ version of Adobe Premiere, for anyone who doesn’t have a PhD in video editing. By using templates, stock footage and brand guidelines, combined with Artificial Intelligence, employees can create a compelling video in just a few clicks. The second, our interactive video tool, allows users to add dynamic hotspots and personalised branching, creating an immersive experience and making an audience active, rather than passive. This helps businesses stand out in that ‘attention economy’ I referred to earlier. Where do you see the next big opportunity for Vimeo? It’s fair to say that AI is top of mind for anyone in tech at the moment, and Vimeo is definitely investing heavily in it. From automation to optimisation, the goal is to allow companies to create more relevant content at scale. The AI features we’ve already released include one-take video creation, which pulls on an algorithm to help generate a script, record a video using a built-in teleprompter, and even edit the video as you would a text document. We have more really exciting stuff coming up. Eugenia Oswaldt, Strategic Sales Director at Vimeo, gives the low down on the all-in-one video experience platform Eugenia Oswaldt View Vimeo Video Experience Platform with AI
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