What is a Video Content Management System, and what benefits does it offer?

1. What is a Video CMS?
2. What advantages does a Video Content Management System offer?
3. What functions should a Video CMS provide?
4. Typical areas of application for Video Content Management Systems
5. How to choose a CMS for videos that suits you?
6. Which tool providers for Video CMS are there?
7. Conclusion: Video Content is King - Video Content Management is Queen

In this post, we delve deeper into the world of video content - and above all, how you can manage it successfully. We explain to you what a video content management system is, what advantages it offers and which features should not be missing in your video CMS under any circumstances.

Whether it's entertaining TikToks on your smartphone or informative training videos on your laptop: Video content is becoming increasingly popular. According to an ARD/ZDF online study from 2021, 97% of 14- to 29-year-olds watch video content on the Internet at least once a week.

The reason is obvious: Video content is an easily digestible format in an increasingly fast-paced online world and with people's increasingly short attention span, which many can also consume on the side.

So anyone who does not supplement their content marketing with a well-thought-out Video marketing strategy will perhaps sooner than later lose touch with the competition and the interest of potential customers.

However, in order to be able to manage and play out video content in a targeted manner, the right software solution is needed: aVideo Content Management System.

What is a Video CMS?

A Video Content Management System (short Video CMS or even shorter VCMS) is a software or browser application for managing video content.

As a continuation of the classic CMS, which primarily focuses on the organization, publication and maintenance of text content, the focus of the Video CMS is more on video formats.

What advantages does a Video Content Management System offer?

While many Content Management Systems certainly offer functions for managing video content, these are usually limited.

A Video Content Management System focuses more on this content format and allows you and your company some advantages over a classic CMS.

The biggest benefits of the Video CMS are:

• Storage capacity for large file formats
• Top-notch streaming quality
• Data protection and security
• Flexible search functions
• Analytics specifically for video content

Storage capacity for large file formats

Especially longer videos often have a high file size, which can quickly push a standard CMS to its limits.

For example, if you record a three-minute video in 720p HD with your iPhone, you can expect a file size of 180 MB. However, WordPress without a suitable video plugin only allows users to upload videos up to 150 MB.

First-class streaming quality

Another problem with classic CMS solutions: They can rarely guarantee smooth video transmission and comprehensive compatibility with various devices. Video CMS can counteract these complications through a process called transcoding.

When you upload the file into the video content management system, the video is stored in various formats so that it can be played on any device.

The quality of the videos can also be optimized through a Video CMS to take into account potential bandwidth restrictions of some users.

Data protection and security

As in other areas of a company, strict attention should be paid to the necessary security standards when uploading, storing and managing video content.

Anyone who uploads video content to YouTube, Vimeo or other free video platforms runs the risk of risking gaps in data protection. Because such providers rarely meet the requirements of GDPR & Co. - VCMS on the other hand usually do.

Overview through flexible search functions

While classic content management systems also have search functions that are intended to make navigation between content easier, these can rarely be applied to the requirements of video content.

While with a text CMS the search results are usually output via tags, titles and text content, a VCMS often has to locate the relevant content without any accompanying text.

Here, even artificial intelligence is now helping, which semantically grasps the content of the respective video through automatic transcription and makes it accessible for search functions. This allows video content management systems to provide precise and quick navigation.

Analytics specifically for video content

Creating content is one thing - tracking its performance is another. With the well-known, text-based content (such as landing pages or blog articles), the relevant KPIs can either be viewed directly in CMS like WordPress or - if you want more detail - in external analysis tools like Google Analytics.

However, those who create video content have very different demands on data analysis. In addition to the classic KPIs in Content Management such as visitor numbers, views, click-through rates or conversions, marketers want insight into video-specific metrics.

So many Video CMS also offer KPIs that can answer the following questions:

• Which devices are used to watch the video?
• Where is the viewer located geographically?
• How long do viewers watch the video?
• When did viewers stop watching the video?
• How often was the video forwarded or shared?

What functions should a Video CMS provide?

In order to effectively work with it in everyday professional life, a Video Content Management System should offer certain functions. Essential CMS functions include (but are not limited to):

• Upload, conversion and editing functions
• Metadata Management
• User Management
• Video Player Integration
• Analytics and Statistics
• Monetization Options
• Integration with other tools and platforms

Upload, conversion and editing functions

A Video CMS should enable users to upload videos in various formats and sizes and automatically convert them into a suitable format to ensure optimal playback quality and compatibility with various devices. Also, cutting videos, should not be a problem in the VCMS.

Metadata Management

In addition, ideal Video Content Management Systems offer a function to add metadata such as title, description, tags and categories to each video. This improves and simplifies the findability and searchability of the video, making it easier for both marketers and viewers to interact with the content.

User Management

In addition, administrators must have the ability to manage users in order to effectively work with their Video CMS and to allow them different permissions such as uploading videos, editing metadata or viewing statistics.

Video Player Integration

In order to integrate the video content as seamlessly as possible into your existing web infrastructure, using suitable video player integrations is a good idea. Such widgets ensure a smooth display of the videos on your website and an organic appearance of the content on your domain. At the same time, such extensions reduce your manual work enormously.

Analytics and Statistics

As already mentioned above, one function under no circumstances should be missing in your Video CMS: Analytics. Through evaluations and statistics, you can directly quantify the success of your video content and derive action recommendations for following initiatives and campaigns from these content KPIs.

Monetization Options

If you want to earn money with your content, there are various monetization options. Ideally, these should be directly available in your Video Content Management System.

Commonly used monetization for video content includes:

• Video-on-demand with subscription
• Adverts in videos
• Hybrid models

Which option is the right one for you strongly depends on your content, the sector and your target audience.

Integration with other tools and platforms

Sometimes more is simply more. If the standard functions of your VCMS are not sufficient for you, you can usually connect new, often external tools and platforms. This usually works via an API (Application Programming Interface) and is done with just a few clicks.

Extensions for video content management systems in the areas of analytics, monetization and CRM are particularly popular.

Typical areas of application for Video Content Management Systems

Due to its versatility and advantages in handling video content, Video CMS are used in many different areas. We would like to mention a few of them below - maybe even your use case is included.

• Media companies: VCMS are used by media companies to manage and distribute their video content on different platforms like television, streaming websites and mobile apps.
• E-Learning platforms: On E-Learning platforms, Video CMS are used to manage, personalize and disseminate learning videos and training content for businesses and educational institutions.
• E-commerce websites: In e-commerce, Video Content Management Systems are used to showcase products in the best possible way. VCMS help in creating and managing product videos to give customers a detailed presentation and facilitate buying decisions.
• Real Estate Industry: VCMS systems are used in the real estate industry to provide virtual tours and 360-degree videos of properties, giving potential tenants or buyers a realistic impression of the premises.
• Tourism industry: Video Content Management Systems are used in the tourism industry to provide travel videos and virtual tours of attractions, hotels and holiday destinations. As a result, potential customers can get a better idea of possible holiday locations and facilitate their booking decisions.
• Government agencies and departments: Last but not least, government agencies and departments also use this form of CMS to provide public information and training videos, and to distribute news and updates through various channels such as websites and social media.

How to choose a CMS for videos that suits you?

With video CMS, there is no “one size fits all” solution. Rather, the choice of the suitable Video Content Management System depends on factors such as the scope of the videos to be managed, your budget and your objectives.

To find the VCMS that suits you, you should answer the following questions and compare them with the services of the various providers:

• What requirements do you have for the VCMS? Think about what functions and options you need for managing and publishing videos. Possible requirements could be video upload and conversion, editing functions, video streaming and hosting, or the integration of social media platforms.
• What is your budget? Don't lose sight of your budget during your considerations and check carefully which VCMS options are in your price range. Note that some solutions charge a monthly fee, while others are open source and free.
• How user-friendly is the Video CMS? A user-friendly VCMS is important to save time and resources. Make sure it's easy to learn and use, especially if multiple users will be working on it.
• Is the system scalable as the company grows? Think about the future and choose a VCMS that can grow with your company or project. Ensure that the Video CMS can meet your future requirements without you having to switch to another platform.
• How adaptable is the VCMS to your individual needs? An adaptable CMS allows you to customize the look and functionality of your website or platform. So check whether the VCMS supports extensions, plugins or add-ons to add additional functions.
• What security standards does the system offer? Definitely also pay attention to security features to protect your content and data. The Video CMS should receive regular security updates and offer modern data protection options.
• Does the provider offer you support and a community? If you should ever have problems with your VCMS, it's great not to stand alone. The first point of contact should of course be the customer service of the respective provider. However, it usually also helps to exchange ideas with like-minded users who may have had the same problem and have already found a solution.

Which tool providers for Video CMS are there?

Today there are CMS providers as numerous as sand on the beach. But those who are looking for a good Video Content Management System will probably stumble across the same names over and over again.

Some of the best-known CMS solutions for videos are:

WordPress

with video plugins (e.g. WP Video Robot, ARVE Advanced Responsive Video Embedder)

STREAMBOXY

Drupal

Joomla

Kaltura

Brightcove Video Cloud

Conclusion: Video Content is King - Video Content Management is Queen

Creating good video content is one thing - managing it successfully is a completely different story. With the right Video Content Management System, this is no problem.

However, to be happy and successful in the long run, your Video CMS should fit the needs of your company, grow with you and be able to offer certain functions. Which these are, you have to define individually and compare providers structurally with each other before you can implement the respective CMS.

Fortunately, OMR Reviews helps you with exactly this. With more than 85 CMS solutions that have been rated by authentic user reviews, you can take a close look at the most popular content management systems and see which ones fits best to you and your video content.