Join MediaPlatform for a free webinar “Why Successful Companies Use Video for Corporate Communications,” on 30 November.
Companies that invest in interactivity tools, such as internal video, create a richer culture for employees and their brand. The reason is simple. Interaction between colleagues, both in the office and remote, builds transparency and heightens engagement with an organization.
In fact, a recent study by the University of Michigan examined communication media that formed the highest levels of trust for users. While in-person communication was the hands-down victor, video was a natural second choice. In today’s dispersed workforce, while in-person collaboration isn’t always realistic, investing in a video communication platform is a proven necessary business decision.
Video can help steer business results quickly and effectively. The key is to understand the impact of enterprise video on your company’s infrastructure and to develop a strategy for using it well. According to Forbes, “not having a video strategy for 2017 is like not having a digital strategy in 2000.” Additional analysis from Polycom and Redshift Research reveals that 76 percent of people currently use video solutions at work.
Convincing your leadership team to invest in the technology may be easier than you think, once leaders are aware of the benefits of investing in a platform that meets business needs and long-term organizational goals.
On-boarding enterprise video to your company’s communication arsenal can be broken down into three milestones:
Understand the communication needs of your organization
Possessing the correct communication portals to encourage engagement and interactivity levels boils down to how your employees engage naturally. Do employees collaborate with remote team members on a regular basis? Are they tasked with in-person training? Are the executives at your company traveling to speak with employees? If answers are in the affirmative, video can help enhance communications and reduce travel costs.
Looking at live streaming and on-demand video options
When understanding how to introduce video to your organization, it’s important to know the technology options for both live and video on-demand, and the differences between the two.
Live streaming is an effective tool for large-scale town halls and all-hands meetings, small group training sessions and informal (or formal) executive messages. Live interaction is proven to build stronger connections and increase trust and transparency between executives and employees.
On-demand video, or pre-recorded video that is readily available for consumption, is primarily used for training and development or knowledge sharing, and cross-departmental collaboration.
In addition, understanding the technologies available can help you decide which solutions are best for your organization.
Webcasts are a medium for a live or on-demand presentation or event. Webcasts are ideal for large audience sizes, where a presentation can be easily shared to a large group of people at the same time. These presentations contain professional production elements, and can also include audience interactivity features, such as live Q&A, polls and surveys. While the business goal for various video mediums is similar, webcasts are used to encourage interactivity and real-time information sharing, and have the greatest effect on company culture.
Tracking audience engagement and learning what works
After investing in the right enterprise video platform, it’s important to gauge the effectiveness of the content your organization creates. Are employees watching videos about certain topics, or that contain certain individuals at your company? Are particular videos hitting the mark, and others are falling short? The right enterprise video platform incorporates viewer analytics features that provides clear, easy-to-ready charts that help easily gauge engagement levels: at what point a user has stopped watching a video, what topics have the most interactivity, and what subjects work best at your company. With a video business intelligence tool, you can easily answer the questions leadership will have well before they ask.
Investing in an enterprise video platform helps tackle multiple communication issues at organizations at the same time. Recent research by Research and Markets forecasts the video market to grow by 93 percent, from 3.3 billion to 6.4 billion by 2020. While that number is growing, it’s more necessary than ever to learn about the enterprise video options possible for your company.
Join MediaPlatform and IABC for a free webinar, “Why Successful Companies Use Video For Corporate Communications” on Thursday, 30 November, at 2 p.m. EST / 11 a.m. PST.