By Jim Lundy
There is a growing dilemma in the enterprise that many are beginning to recognize: a distinct lack of video.
Employees and customers are not standing still, they are consuming video content at record rates.
However, they are generally not consuming content about your products or services.
This blog talks about the need for rich content in the enterprise.
The Consumer Shift to Video
You can’t turn on a financial TV show and not hear about Tiktok.
In fact, you can’t go to the water cooler at your office or chat on Slack or Teams and not hear about a funny TikTok that everyone just watched.
Short form video is all the rage and yet most enterprises are owned by the beginning of rich media to enhance their employee and customer experiences.
Video Conferencing Started the Revolution
One could argue that the shift to video started at the beginning of COVID.
Zoom and others convinced people that video conferences were better than audio conferences as a way of doing hybrid work or teaching a class.
People got used to video and now they expect it all the time.
Since most of us have grown up with television, people want video for many different use cases.
Why Enterprises Need Audio and Video Content
The short answer is enterprises need more audio and video content because employees and customers want it.
Rich content increases understanding, increases engagement, and increases overall brand awareness and satisfaction.
Video content can also be the best way to teach someone whether it is a skill or a sport. It also can conveys complex messages in a match quickly.
The good news is that enterprises are using more video in certain departments such as sales.
Video role plays are becoming a mainstay in sales coaching and learning. Other departments can learn from what sales has done.
Lack of an Enterprise Video Platform Hinders Growth
The truth hurts, but one of the reasons that enterprises have not done more with video is because they have not embraced it.
They have not provided business units and enterprise video platforms that can store and deliver rich video content.
This is content that employees want to create and that both employees and customers want to consume.
Stay Tuned for More Research on this Topic…
Aragon has a number of new Research Notes on the shift to video in enterprise publishing soon.
We are the only research firm that is publishing every research note with a video that goes alongside the finished PDF.
We call this “Visual Research” and encourage readers who go to our website and check this trend out.
Bottom Line
The bottom line is people want to watch more and read less.
While we didn’t talk about podcasts that much in this blog, audio podcasts are an important part of rich content.
When it comes to video content, the answer is do more and don’t wait.
Some decision makers think that video has to be perfect before they can share it and the reality is it just doesn’t.
So don’t wait, get started with unleashing the force of more video and audio content in the enterprise.
This blog is a part of the Digital Workplace blog series by Aragon Research’s CEO,
Jim Lundy.
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