Building a Video Experience Platform: Beyond the CMS

The way audiences consume content is changing, and video is at the centre of it all. Brands that once relied on traditional Content Management Systems (CMS) to organise and distribute their content are now finding that CMS platforms are not built for video-heavy workflows.

A Video Experience Platform (VXP) is the next evolution—a dynamic, AI-powered system designed to manage, collaborate on, and optimise video content at scale. In this blog, we’ll explore why CMS platforms fall short, what makes a VXP unique, and how Overcast is redefining video content management for the future.

Why Traditional CMS Platforms Fall Short for Video-Heavy Brands

Most brands started their digital journey with a CMS—a tool designed to organise and publish web pages, blogs, and images. However, as video content has become the dominant form of engagement across marketing, e-commerce, corporate communications, and media, CMS platforms have struggled to keep up.

Here’s where CMS platforms fall short for brands with video-heavy needs:

1️⃣ Poor Video Search & Discovery

Traditional CMS platforms were built around text-based content, meaning video search is often limited to file names and manually entered metadata. For brands managing thousands of video assets, this makes retrieval slow and inefficient.

✅ A VXP Solution: AI-powered semantic search, automatic tagging, and deep indexing allow teams to search within video content, finding moments, people, and objects instantly.

2️⃣ No Advanced Video Collaboration Tools

A CMS can store video files, but it doesn’t provide the tools needed for teams to collaborate on video content efficiently.

Challenges with CMS-based workflows:

Teams rely on external storage drives, emails, and file transfers to share video content.
No real-time review & approval workflows.
Version control issues—multiple copies of the same file lead to confusion.

✅ A VXP Solution:

Centralised video collaboration—review, comment, and approve videos in one place.
Automated version control—ensure teams always work on the latest file.
Secure cloud access—enable seamless remote collaboration across teams.

3️⃣ Compliance & Rights Management Gaps

For brands in retail, financial services, and corporate environments, compliance is crucial. A CMS lacks the ability to:

Track video licensing rights & expiration dates.
Ensure regional content restrictions.
Automate content approval workflows to prevent unauthorised publishing.

✅ A VXP Solution: Built-in compliance tools automate rights management, track approvals, and prevent compliance violations, ensuring teams stay in control of their video assets.

4️⃣ Fragmented Workflows & Lack of Scalability

A CMS is not designed for video production, review, or approval workflows, forcing teams to rely on external storage, file-sharing tools, and email threads—leading to version control chaos.

✅ A VXP Solution: A centralised, cloud-based platform where teams can:
✔️ Upload, edit, and approve videos in real-time.
✔️ Manage version control to ensure only the latest edit gets published.
✔️ Streamline collaboration across global teams without duplicate files.

Key Elements of a Video Experience Platform (VXP)

To deliver seamless video workflows and collaborative team environments, a true VXP must offer:

1️⃣ AI-Driven Search & Smart Tagging

🔹 Search within video content, not just filenames.
🔹 AI-powered semantic search to find moments, faces, objects, and scenes instantly.

2️⃣ Seamless Video Collaboration

🔹 Centralised review & approval workflows—comments, timestamps, and version control in one place.
🔹 Remote-friendly collaboration—edit, approve, and publish from anywhere.

3️⃣ Compliance & Rights Management

🔹 Automated expiration tracking for licensing & legal compliance.
🔹 Secure access controls to prevent unauthorised content use.

4️⃣ Scalable, Adaptive Cloud Storage

🔹 Handle terabytes to petabytes of content without performance issues.
🔹 Reduce storage costs with smart archival & retrieval automation.

How Overcast’s VXP Transforms Video Collaboration

At Overcast, we built our Video Experience Cloud to solve the challenges of modern content collaboration. Unlike a CMS, Overcast:

✅ Enhances Searchability – AI-driven tagging & metadata extraction make video assets easy to find.
✅ Streamlines Video Collaboration – Centralised review & approval workflows keep teams aligned.
✅ Automates Compliance – Rights management & security controls protect brand integrity.
✅ Optimises Storage – Adaptive cloud infrastructure keeps content accessible without excess costs.

Overcast is already helping brands like Diageo, Yeti, and Royal Opera House revolutionise their video workflows.

Is Your Brand Ready for a VXP?

If your team relies on video content but struggles with search, collaboration, or compliance, it’s time to move beyond a CMS.

🚀 Let’s talk! Book a demo to see how Overcast HQ can transform your video strategy.