2 min read

The Democratization of Software Videos

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When most people think of the democratization of video, YouTube comes to mind. YouTube made sharing videos fast, easy, and free. Then smartphones arrived and suddenly you had an “always available” video creation and editing tool in your hands. The process from video creation to video sharing was democratized for consumers. But not for enterprises. For over 20 years, video creation has been a highly centralized process for B2B software, where a few people with highly specialized tools make all the videos for customer enablement, support, and education. Isn’t it time for a change?

Along with thousands of other people, we attended the Adobe conference last week and we’d like to thank Eeshita Grover from Cisco for her excellent keynote presentation. Discussing Go To Market strategy, she said, “With products as the context, all content assets must be authored to enable product deployment at every stage of the customer journey.”

All content assets. This includes video at every stage of the journey, from acquisition to retention. It’s not an option. But in a SaaS world with frequent software releases, the challenge of keeping videos up to date with every release is well known. Personalizing them? Virtually impossible. And if you layer on translation into multiple languages, the problem gets worse.

We have recently been conducting a survey about video at SaaS companies (please participate, it is open until the end of March, and all results will be anonymous and information will not be shared with any third parties). One of the questions is “Do you believe your customers prefer video or on-line documentation?” The results to date are that more than 80% of respondents said video must be a choice in addition to on-line documentation.

The current tools and processes for software video production are simply not aligned with these goals. While there are many well-known tools for video recording, to quote another customer we spoke with just last week, “They are just not easy to learn or use.” Keeping content up to date with every software release is what customers expect, especially if, as Ms. Grover said above, “at every stage of the customer journey.” Building a scalable and sustainable video production process with tools designed decades ago does not yield an efficient or cost-effective solution.

Videate’s proposition is simple. You can use the same everyday tools you use, such as Word or Google docs, or enable your existing XML tools to create videos. In this way, anyone who can write a document can create a software video. It doesn’t require learning a highly specialized video tool, regardless of how easy the screen recording vendors tell you it is. 

Several Videate clients have recently embarked on the journey to democratize software video production. Because Videate automates the process, everyone who follows your company template can produce high-quality videos by simply creating a video script. Imagine a world where pre-sales, client success, and marketing can create brand-safe, personalized software videos at scale using the same authoring tools they use every day! It’s a lot easier to teach subject matter experts to use a document template than to learn highly specialized video editing and production tools.

This is how you democratize enterprise software videos.

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