The Upward Trajectory for Video


We have seen video grow exponentially in the last several years to the level that people are moving away from the written word and are expecting to view content in a more engaging format.  Globally, video will be over 80% of all internet traffic (both business and consumer) by 2022, up 75% from 2017. At the same time, the workforce demographics are having a major impact on how technology is used to communicate.  Millennials and Generation Z will make up 75% of the workforce by 2025.  This population expects the same technologies that they use at home to be in the workplace.   65% of people whose ages range between 5 and 38 (Generation Z and Millennials) check YouTube daily for video content.    As a matter of fact, more video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.

No one understands this video revolution more than Communications professionals do. A recent survey indicated that 80% of enterprises say video improves internal communication.  Communications professionals know that people are much more engaged when viewing a video and also retain more after viewing video content.

What is Enterprise Video?

Enterprise video refers to on-demand video as well as live video broadcasting.  Solutions that address company needs provide capabilities to create, manage, publish, and distribute video to viewers internally and externally.  Use cases for an enterprise video platform include creating town hall videos, marketing videos, product videos, training and onboarding videos.  The key to understanding enterprise videos is the scalability.  This size of the audience is addressed where people can watch video at anytime from anywhere.

Creating Video and Measuring Engagement

With regards to finding time, with video, all you need is a conference room and the speaker.  A video can be cut and uploaded quickly resulting in the ability for employees to immediately watch the latest corporate news in a quick manner.  Employees from distant locations will now feel like they are a part of the organization due to receiving relevant and timely messages that are more intimate and more engaging.  Keeping things simple is key; people don’t expect a perfect video production.  They would rather have casual and easy communication between them and their peers.

Understanding whether or not people are engaged with videos is an easy challenge to address.  Having a video platform that provides analytics can allow the user to see the popularity of a particular videos based on how many people have viewed it.  Additionally, you can see where a viewer stopped watching the video; if they completed the entire video and what sections of the video have been watched again. 

This allows Communications professionals to further refine the messaging so that they can best engage the audience and know how messages are received and how people are interacting with videos. One of the largest challenges that Communications executives have is to ensure that employees are engaged and are tuned in to the critical messages.  When 70% of U.S. employees admit that they are not engaged at work, Communications has to overcome this in order to ensure that their message is received by employees who are often distracted.

This is precisely where the use of video comes in.  Surprisingly, users retain 95% of a message when they watch it in a video as opposed to only 10% if they read it in text.  If you have something important to say and want to ensure that you capture people’s attention, there is nothing better than video. 

The State of Video in Corporate Communications

Vbrick has collaborated with International Association of Business Communicators (IABC) to conduct a survey of their professional community to find out how video is used and what plans are concerning this growing area.