Many organisations are already using video in individual departments to communicate with staff and stakeholders, but developing a successful strategy means reviewing how they are using video across the business.
A strategic approach to video in the enterprise can help to reduce costs, streamline resources, increase adoption and improve communications and results for the business.
Enterprise video can mean different things to different people, but essentially it’s the ability to effectively communicate with a chosen audience through video.
First, organisations need to have a channel available. This requires the technology to get the message delivered via video from the source to the person watching it – whether they are on a smartphone or desktop computer.
Communication is often at the top of the corporate agenda during change. It could be that there has been a change of CEO, a big success or failure in the company. This is the point at which a business realises that it is not set up to communicate with everybody through the most engaging medium – video.
The crunch moment
Digital content grows organically. More often than not, when organisations start developing video content, it resides on the intranet.
As the culture of the businesses evolves and video becomes a popular medium, the growth and size of the content results in the intranet getting clogged up. IT complain that video is taking up too much space.
The outcome is sometimes a private Vimeo channel, but the problem with Vimeo for internal communications is that passwords need to be created and distributed for each piece of content.
This impacts the positive strides already made to improve communication across the business. In addition, Vimeo doesn’t provide the required per-user analytics.
It soon becomes apparent that a completely separate channel looks unprofessional, as it isn’t built into the corporate intranet. The business is not putting videos where the people are.
Then comes the crunch moment, where the business realises that this is something that needs solving properly and it’s time for a dedicated video channel integrated into the business.
Challenges along the way
One of the big problems of video adoption across the enterprise is bandwidth, which restricts reach. Typically, only the people with decent internet bandwidth or those based on larger company sites can view quality videos.
Employees who work remotely or in smaller satellite offices tend to have the least interaction and communication from the business, but are most affected by poor video quality due to bandwidth issues.
There are at least 20 challenges that will crop up when implementing an effective video strategy. One example could be language and whether or not to consider subtitles or audio tracks.
As a business, it’s important to prioritise – it can’t solve all of these problems at once, nor should you attempt to. It’s about setting realistic targets along the way.
Costs will always feature highly in any strategy. If you consider that individual departments could be spending thousands of pounds on video per year, multiply that by the number of departments using video as a communications tool and that’s a lot of money.
Content creation and post production is expensive, especially if video is being outsourced on a piecemeal basis. A collective approach to video production is likely to be a real case for change. Some businesses are reducing spend on video by up to £100,000 a year by consolidating video production.
However, if a business is creating video content on a day-to-day basis as part of a broader communications strategy, it’s worth considering the benefits of building these capabilities internally – it just needs to ensure it has the volume of work for it to be cost effective and an experienced team who will produce quality results.
The future of enterprise video
The corporate culture and behaviour vary widely when it comes to video. Unlike email where there is an accepted way of using it, video adoption in the enterprise is relatively new and there are no clear guidelines on how to get the most out of video, or rules on how employees should use this form of communication. Companies generally fall into one of two mind-sets.
The first is where everyone has the autonomy to upload everything, as it can always be undone with the provision that nothing inappropriate is shared. The second is the opposite extreme where all videos require approval before going live.
Video production involves a myriad of product and service providers all solving a particular part of the puzzle, yet very few are tackling it from a strategic point of view.
Most organisations have some elements already in place, but only when the business processes and technology come together will video become more widely adopted and drive better results from improved communication.
Sourced from Chris Lloyd, founder of 27partners