Who Uses Video + Why
Besides entertainment and media companies, other organizations are also making use of videos, often times for training or corporate communications. Especially as the cost of producing videos comes down, more and more companies will no doubt invest in making them, Nate Treloar, VP and general manager of enterprise at Ramp, a video technology company, said during a recent webinar.
Ramp surveyed 90 enterprises on their video usage, and scored them on their level of video maturity, Treloar said. The survey looked at the kinds of video they produced and how they produced them, and at how those companies make the videos easy to find and consume. Additionally, companies were examined for their company culture and the infrastructure they had in place to make videos the most useful.
25% of those surveyed said they considered themselves mature in their adoption of video for employee communication. The common uses of video overall were in compliance training, CEO or executive town hall meetings and human resources policy training, the survey found.
Organizations Can Encourage Video Adoption
Not only did the most mature companies create an active culture of video production and participation, they encouraged employees and departments to make their own videos. Furthermore, videos were made to be easy to track, catalog and store, and they were mostly of the fun, short and professional, Treloar said.
Mature companies had an average of seven different use cases for video, and less mature companies would often not have really any policies in place for using video, the survey found. Those less mature companies can improve their video usage by making it discoverable. Video should integrate with an organization’s CMS and its enterprise search system.
Next, companies should try to make videos more engaging, particularly when it comes to touch screen devices like the iPad. Videos that can be interacted with or be shown with companion content are good examples of this, Treloar said. Another widely used tactic is what Treloar called actionability, the ability to connect videos to business goals, and give viewers clear calls to action.
Finally, videos need to be versatile, and that means any video system in place should be able to transfer videos between formats for use on different devices. That’s one of the biggest problems with video, of course. It requires a ton of storage and bandwidth, and is found in several common formats.
One question that was bound to come up was how to convince a company it is worth it to invest in video. There are usually three ways companies justify their video investments, Treloar said, and that is by using it for compliance, making workers more productive and in sales force enablement.
It does take strong leadership to recognize the importance of a good video culture, Treloar said, so when a CEO or executive uses it for corporate communications, it can be powerful message. Overall, companies should be thinking about making engaging videos that are in the 3-5 minute range, a manageable length that people don’t mind sitting through.
Many companies see marketing departments and product R&D groups really take hold of video before other parts of a company. As to the question of how video is managed in the enterprise, Treloar said it’s mostly centralized, but increasingly becoming less so. That’s because people are making their own videos more and more, and that means a bit less centralization.
The hour long webinar is available in its entirety below, so feel free to watch it anytime and let us know in the comments how mature your company is in its use of video.