There’s no denying that we are living in the age of video. Mobile video consumption is increasing by 100% every year, and by 2022, online video will make up approximately 82% of internet traffic. And this behavioral pattern is influencing B2B content consumption as well. Particularly in the last one year, reliance on traditional, in-person interactions decreased by 52%, while the use of video went up by 41%.
Enterprise video is now a crucial part of your corporate communication toolkit, impacting employee engagement, customer outreach, and brand reputation management.
Along with rising volumes, the way in which we consume video (a medium that’s been around for decades) has also changed. OTT has placed the viewer at the wheels, allowing them to take control of the viewing experience. Video consumption is also increasingly a group activity where conferences, webinars, and town halls (or watch parties in B2C) invite participation from a large audience.
That’s why your corporate communication toolkit has to keep up. It’s time to modernize and go beyond a text-heavy and documents-driven model. The following tools’ capabilities can help you execute a dynamic video communication strategy that’s engaging and in sync with the times.
1. Cloud-native storage
for WFH right now, and scalability in the long term
The cloud can be a powerful tool for streamlining video delivery. It lets you create, host, and manage content without any cap on volumes or the need to invest in dedicated servers. For instance, Amazon Web Services (AWS) has data centers in 245 countries and territories to scale video capabilities with ease. It also means that users won’t struggle with downtime or slow speeds during peak viewing periods.
Cloud-native storage is particularly relevant right now as most teams are operating in a distributed model, requiring the cloud to enable location-agnostic access on any device (even when logging in from home). In the long term, the cloud facilitates easier scalability without any physical infrastructure constraints, not to mention ready-to-use video services on the cloud, such as AWS’ media services.
2. Video interactivity enablers
to prevent passive viewing amid constant distractions
Did you know that interactive content can enable 2X-times more conversion than old-school, passive video watching? This is because interactivity allows users to immerse themselves in the content, engage with the parts they find most interesting, and enjoy a self-paced viewing experience. Between a static video with high viewership and an interactive video with high engagement, the latter will be significantly more profitable for you as a corporate communications professional. You can make videos interactive by embedding CTAs, polls, in-video quizzes, transcripts, and recommendations.
3. Live Streaming
to 1k global viewers for internal events and announcements
Live streaming is now an essential capability for corporate communication with so many of us working from home. In fact, as remote work becomes the permanent state of being for teams around the world, the majority of employee engagement and corporate events will have to be live-streamed. You should be able to broadcast to an audience of 1k global viewers on an average for routine events, along with support for larger events and last-mile connectivity for those reachable only through their telephone network.
4. Video workbench
for collaborative content creation by different teams
As video becomes closely intertwined with your corporate and brand identity, you will need to involve multiple stakeholders in the video creation process. A video workbench lets you gain from the collective intelligence of your team, with stakeholders from sales, marketing, product, and other functions taking part in the video creation process. At the same time, it reduces the number of iterations and video release timelines by giving everyone clear and accountable visibility.
5. Super security
through two-factor authentication
This is one aspect of video management you can’t ignore as a corp comm professional. With so many stakeholders participating in video creation and consumption now taking place through the cloud (instead of servers placed on-premise), there’s a very real worry around security. Two-factor authentication or 2FA ensures that users can log in only after they have passed two layers of identity verification, minimizing the risk of fraud.
6. Out-of-the-box integrations
to connect video with CRM, LMS, and UC systems
The true potential of video is evident only once you integrate it with your other systems like customer relationship management (CRM), learning management systems (LMS), and unified communications (UC). This powers bi-directional data flow between these interfaces so that you can make smarter decisions and enable the pervasive use of video. You can populate your LMS with video tutorials, and you can reply to customer queries with a video-based answer that solves the customer’s problem much faster than text alone could ever achieve.
7. Podcast tools
to drive user empowerment and UGC
Originating in 2004, podcasts are a relatively new concept. They provide your audience with an immersive and enriching audio experience without requiring a visual element. In the last few years, podcasts have steadily grown in popularity – with 125 million people listening to podcasts at least once a month in 2022, vs. 100 million in 2020. Podcasts are helpful for building your repository of user-generated content (UGC), as every individual can record audio without needing specialized video equipment or editing efforts. In short, podcast tools can improve corporate communications significantly in the next few years.
8. A mobile app
to reach your audience where they hang out the most
Finally – and this is the most crucial of all – you need a mobile app that lets users tune in from a device of their choice and even outside of office hours. Cutting-edge smartphone technology and widespread mobile internet access have made our phones a primary device for video consumption. Without a native mobile app, users will have to log in via a browser – but it’s likely that they won’t engage at all if the content is not properly rendered on their handheld devices. A native mobile app is a necessary extension to your video cloud, simplifying delivery across the widest possible audience.
Between 2020 and 2026, the global enterprise video market will increase by nearly 4X times, going from $16.2 billion to over $48 billion. This is a massive jump, one that signals a fundamental change in corporate communications. The eight video platform functionalities we discussed can help you stay on top of this trend, leveraging the latest advancements in the video to strengthen your corporate brand and communication strategies.
Connect with us today! and know how the kPoint platform can simplify corporate communication.
