Three Key Areas to Incorporate Enterprise Video Now

by Amy Townsend

The COVID-19 pandemic has accelerated the adoption of enterprise video drastically–2020 could truthfully be called “The Year of Video”. 

Not only has enterprise video empowered collaboration and productivity internally across remote employees (globally), but it has supported many commercial-based use cases as well.  Healthcare firms now offer telehealth doctor visits that are all done remotely using web and video conferencing. Enterprises now host virtual events–both live and recorded–to ensure an enhanced customer experience. Universities are using video to host virtual classes and meetings. We’re even seeing enterprise video in government-related scenarios, such as court hearings, and we expect to see even more adoptions of video use cases for entertainment, sales, service, support, and training. 

There is no doubt that video has permanently become part of the digital workplace. Enterprise leaders must incorporate video into their employee and customer engagement strategies. Some key areas to incorporate enterprise video include:

1. Employee Engagement
2. Customer Engagement
3. Video Content Management

Let’s dive a little further into each of these areas.

Employee Engagement

Enterprise video is not only important for meetings and conferences, but it’s also important for employee engagement–including onboarding, training, and support. 

Although most will say the shift to a focus on video was forced upon enterprises, it’s evident that video itself is a much more efficient way to share information. The speed at which information can be conveyed using video is exponentially quicker than traditional methods. Not to mention, human beings are visual beings. We live in an era of ever-advancing technology and have developed short attention spans because of that. Our minds are wired to consume information in quick, visual formats. 

Enterprises that leverage video will quickly gain an advantage over those who don’t. HR teams can incorporate video in areas such as corporate branding, recruiting, onboarding, and learning. Sales organizations can use enterprise video for onboarding and role-playing. IT teams can create how-to and best practice videos. And, of course, web and video conferencing plays a huge role in the productivity of employees.

Customer Engagement

There are a few use cases around customer engagement–the most obvious being virtual events and webinars, but corporate TV channels and podcasts are also on the rise. 

Enterprises now host corporate TV channels, sales TV channels, customer support TV channels, and podcasts. The ability to create, edit, and publish videos is becoming a must-have for enterprises. Providers are simplifying video creation and editing, making it easier for enterprises to keep up with the growing demand for content. If done correctly, enterprises can apply predictive analytics to this content to measure what is most effective and build a strategy around those results to increase customer engagement. 

As for virtual events, more and more providers are offering enhanced event platforms that can be integrated with various tools and support massive amounts of attendees. Another key area to consider is video asset management for post-event consumption. Users want to easily find and watch recordings of events on demand.

Video Content Management

Increased video content creation and engagement creates a demand for enterprise leaders to find platforms for both content management as well as for analytics. Leaders such as CIOs will need to consider secure and scalable management platforms that are easy to navigate. Videos that can’t be found provide zero value. 

Leaders such as CMOs should be looking at platforms that offer insightful analytics about video consumption and success metrics. The management of the video is just as important as the content of the videos themselves.  

Bottom Line

Enterprise video is not going anywhere. Organizations that want to remain competitive in this digital world need to evaluate their enterprise video strategy. Although enterprise video applies to many different use cases, the key areas to consider are employee engagement, customer engagement, and video content management. Providing a positive end-user experience is essential.

Our Globe for Enterprise Video, 2021, takes a look at 15 providers who are making a difference in enterprise video.