Email may not be about to fade away anytime soon, but more and more a new tool is being applied to the task of helping organizations train, communicate, and share ideas — video.
Today, 85% of companies expect to create more video content than they did in 2013. In turn, this means employees are watching more videos too. Cisco reports 76% of executives watch business videos at least once a week, including 40% who view them daily. By 2016, predicts Gartner Research, large companies will stream more than 16 hours of video per worker, per month — 45 minutes every day that each employee will spend watching their company’s business videos.
What’s driving the influx of enterprise video? Human nature and improved technology.
When it comes to nature, video is simply more engaging and impactful than text — able to activate more parts of our minds with visual content that can more easily capture our ever-shortening attention spans.
And for technology, the simple fact is that video has quietly become pervasive.
- 87 percent of the U.S. Internet audience watched 52.4 billion videos in December 2013, taking in more than 19 hours of video per person
- 70% of Millennials visit YouTube at least monthly, as do 58% of Generation X and 49% of Baby Boomers — and 83% of the forthcoming Generation Z
- Even producing video content is a daily activity now – every minute of every day more than 100 hours of video are uploaded to YouTube and more than 8,000 videos are created and shared on Twitter’s Vine.
A handful of businesses have already discovered the value of video, putting it to use for:
- Sales lead generation (39.3%)
- Employee training and education (38.1%)
- Management communications (34.9%)
- Online video presentations (31.1%)
- Along with the familiar web marketing (80.8%) and social media (69.2%) uses
That might all sound cutting edge – but it’s not. Because universities have already been using video in these ways for more than a decade.
Today’s schools are veritable video production powerhouses – the UK’s University of Essex, for example, produces 80,000 hours of video each year. In the US, Arizona State University produces 3,000 hours every week.
As universities have proven, however, all that video doesn’t have to be a disruptive force — in fact, it might just be the best opportunity organizations have to support, scale, and expand the way business is done.
Proven Video Best Practices For Businesses
As organizations seek to tap the power of video as a tool for more effective, engaging, scalable communications, many early adopters have been surprised to discover that proven use cases for video already exist.
Gartner Research has led the charge, highlighting five particular uses for video their analyst team consider to represent the greatest value to organizations, with the lowest risk:
- Vision and mission onboarding video, which reduce onboarding costs and improve emotional impact for new hires
- How-to videos for internal audiences, designed to improve safety, efficiency, and product expertise
- How-to videos for customers, designed to help users get the most out of a product
- Customer case study video, giving sales teams and external audiences alike a view of how real customers use and value a product
- How-to videos for software and applications, designed to simplify and scale training for internal and external users
Beyond these quick wins, another set of best practices can be found by stepping back and looking at the bigger picture — and the path that modern universities have already blazed.
Already colleges and universities are using video to capture lectures for student review and study, live stream events and conferences, record lessons for “flipped classrooms” and individual guidance, enable students to record assignments and presentations, and countless other applications.
Many businesses are beginning to catch on to those proven opportunities. Today they’re adopting those same use cases that schools have; they’re just changing the names. Here are just some examples:
- Recording instructor-led training to be available on the corporate YouTube? That’s lecture capture through and through.
- Delivering video to remote offices and employees? Universities call it “distance learning.”
- Capturing information, presentations, and whiteboards during meetings? Meet the newest lab and colloquia best practice.
- Presenting ideas, information, and other internal expertise as part of social learning or executive communications initiatives? Peer-to-peer student video is one of the best learning aides there is.
- Recording your presentation to share ahead of time so you can spend the meeting discussing details and making decisions? What’s now called the flipped meeting gets its name from the classic flipped classroom.
Businesses may be behind academia in adopting these best practices, but that doesn’t mean they can’t catch up. As video technology becomes ever more affordable and easier to integrate with internal systems, and as each new graduating class adds to the payrolls millions of new employees already trained to use video to communicate, many organizations are finding that now is the time to invest in enterprise video solutions.
Find out more about putting video to work for your business!
In our latest white paper, Seven Things Businesses Can Learn From Universities About Video, we describe the seven challenges corporations face when searching for an efficient, effective platform for their video content management needs — and the solutions universities have found to them all:
- Challenge #1: The Hardware Issue
- Challenge #2: The Perspective Problem
- Challenge #3: Video Storage Chaos
- Challenge #4: File Incompatibility Frustrations
- Challenge #5: Bandwidth Capacity Concerns
- Challenge #6: Live Learning Scalability Struggles
- Challenge #7: The Video Search Problem