Since the start of widespread quarantine measures, video calling has skyrocketed. In a time when in-person interaction carries risk, video chat has allowed people to connect with loved ones – and make new acquaintances – face-to-face. Video calling has been the backbone of remote work and education. It’s enabled countless business transactions ranging from job interviews to sales interactions, to customer service responses. It’s also thrown the doors to digital healthcare wide open.
In this context, Zoom’s meteoric popularity is unsurprising. The video conferencing platform grew from some 10 million daily meeting participants in December 2019 to more than 300 million by March 2020.
Why Zoom? It probably has something to do with the fact that its latency is under 150 milliseconds – the point where lagging starts making conversations feel unnatural – because it optimizes each connection individually rather than going for the lowest hanging fruit/slowest device. Another major draw has been its ease of use: the fact that guests can join video conferences – of up to 100 participants – by simply clicking the invite link, without needing to create an account or sign in first. Users also enjoy features like being able to add custom backgrounds to hide the fact that they haven’t made their bed.
So why shouldn’t I use Zoom?
There are a number of reasons why Zoom isn’t the best choice for video calling for companies where video is an important part of the user experience, including a lack of control over the user experience, and a lack of data ownership, which prevents detailed user analytics, limited integrations, and last but not least, off-and-on security and privacy concerns.
We’ll discuss these critical limitations below.
1. Lack of control over user experience
The trouble with using Zoom – or just about any other mainstream video conferencing platform including popular Messenger products like WhatsApp – is that you lack control over the user experience.
When you’re using someone else’s platform, you don’t own it, and you can’t customize the user interface with your branding or thoroughly integrate it into your customer journey. If you have a buyer and seller talking on the platform about a product for sale, do you really want them going off of your platform and onto Zoom to do their communication? If you’re a coaching service or a consultation service and you’re in the business of connecting two parties together, do you want to leave control of the experience to a third party?
Moreover, if Zoom decides to change the way its core features work – as it is being forced to do now in response to its security issues – you won’t be able to do anything about it and may be forced to pay more in order to keep using the features you’ve come to expect.
With Zoom as your video calling solution, you’re asking customers to jump from your app into a different product, manage a different login and account, and toggle back and forth, which is just bad UX in an era when everyone expects seamless integration.
2. Doesn’t keep transactions on your platform
Keeping users on your platform for all their communication needs ensures they spend more time on your platform. And most importantly, this ensures that any transaction stays on your platform rather than goingContinue reading