Fashion’s fickle but black never goes out of style. It seems that’s also the case with video as it’s making a big corporate comeback. After sort of disappearing for a few years video has again become the medium of choice for innovative companies that are looking to find cut through and engage an increasingly time-poor and discerning audience.
And there have been significant changes in the way it’s created and how it’s distributed.
Online video is a huge phenomenon. It’s pervasive and omnipresent – infiltrating our daily lives. It’s a staple of our media consumption and one of our primary sources of information. The viewing stats speak for themselves:
- 78% of people watch videos online every week
- 55% of people watch videos online every day
The appetite for new content is voracious and the increase in channels available to reach your audience mean video can now be accessed anywhere and anytime. With an increasingly mobile workforce it has become a vital communication tool.
- On mobile devices, the average viewing session is now more than 40 minutes, up more than 50% year on year
- The number of hours people spend watching videos on mobile is up 100% year on year.
Of more than 1,000 business exec’s interviewed by Wainhouse Research about their use of video for communication, 80% agreed that video use improves productivity and efficiencies in their organizations and 73% want their companies to expand video usage. Clearly it makes sense that the business world has embraced video anew.
- 59% of senior executives prefer to watch a video than read text (Forbes)
- When marketers included a video in an email, the click-through rate increased by 200% – 300% (Forrester)
So what type of video is the most effective when an enterprise wishes to communicate internally? Not surprisingly the answer is “horses for courses” depending on the communication requirement and of course the budget but the options include:
- Cheap and cheerful – that can even be shot on an iPhone or iPad
- Talking heads style information video
- Broadcast quality video with rich production values
- Animation – simple 2D or full blown 3D
- Virtual reality for an immersive experience
- A mix of the above
The ease of online distribution means video is an essential way to get your vital messages to your intended audience in record time. Whether via desktops, mobiles or tablets, video is instantly accessible to your employees and each video project needs to be assessed according to your goals and objectives.
We know that video is here to stay so why hesitate? It’s time to explore how regular video updates can improve the effectiveness of communication in your business.
(Ken Moffat is the Executive Producer of Loulaki Blue creative communications. He is an international award winning video director and producer)