In the absence of a better solution, many small to midsize organizations are using YouTube or another social video distribution channel, instead of the YouTube competition, to manage their video assets for video marketing.

That’s a mistake.

The $13 billion video and podcast platform industry (projected to grow to $33 billion by 2019) exists for a reason — large corporations know better than to use YouTube as their core video management solution. Sure, they’re probably posting videos to YouTube just as they post content to other social media accounts, but they understand the problems of using social media channels for content management:

    1. Lose Control Of Your Content
      • YouTube may “at any time, without prior notice and in its sole discretion” terminate an organization’s account for violations of terms of service. Such terminations occur frequently (e.g., Lady Gaga) and result in the terminated organization losing access to any of the video content they had previously uploaded.
      • You’re granting YouTube and their users the right to do pretty much whatever they want with your content. That’s OK for selected videos but certainly not for all your multimedia content. Here’s what YouTube’s Terms of Service says video contributors are granting them:

        “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 … 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.”

    2. Too Many Distractions From Content and Brand
      • If you embed a YouTube video on your online property:
        • The YouTube player (same player the world is watching cat videos on) cannot be modified and includes a link to YouTube (removing this link is in violation of YouTube’s terms of service)
        • Viewers can click on this prominent YouTube link and never return to your online property
        • If an online search finds your video, the searcher will be directed to YouTube rather than to the embedded video on your online property
      • Once viewers are on the YouTube site, they are exposed to:
        • Related videos having the same keywords as the company’s video (e.g., competitor’s video, offensive content)
        • Advertising such as pre-roll ads, overlays and promoted videos (which could be from competitors)
        • Negative or degrading comments about your video/brand that can be posted without review
    3. Limited Applications
      • Using YouTube for video management enables only a few of the numerous applications for online video marketing. For example, YouTube is useless for any video collection application (e.g., video testimonial collection) or any personal or private application (e.g., video email, one-to-one instruction).
    4. Not Accessible
      • YouTube is the third most blocked website in the world (by companies, government departments, educational institutions)
    5. No Audio-Only Player
      • In some situations audio can be a better medium than video (e.g., podcasts)
    6. No Customer Service
    7. Lacks the tools needed to make video an integrated part of a business’s digital brand and content marketing program

YouTube or another social video distribution channel is NOT the solution for video and audio asset management and video marketing. Publishing a video only to YouTube is like posting your corporate images only to Pinterest or posting your website copy only to Facebook. So, instead, you should consider the YouTube competition, such as Content XLerator (see Video Hosting Comparison).

However, even if you wanted to post a YouTube video to your website, it’s far from easy to do so. Here are the steps:

      • Create a YouTube account and login
      • Upload your video and wait for it to process
      • Copy the YouTube “embed” code to your computer’s clipboard
      • Log into your website and access the page to which you want to add the video
      • Change the editor settings to HTML and paste the embed code onto the page
      • Resize the video to fit on the page by modifying elements of the embed code

In contrast, with Context XLerator, you shoot or upload your video, press submit and, within a few minutes, your video is posted to your website.