How Real Companies Approach Video: What Do Companies Use Video For?
January 15, 2019
When we released the State of Video in the Enterprise 2018 report at the end of last year, one of our major goals was to find out how companies were actually using video. We wanted to know not only whether companies were using video for the use cases we’d thought of, but if there were whole use cases we hadn’t thought of.
So what do employees and companies really use video for? Let’s dive in.
What Do Companies Use Video For?
There are a lot of different potential uses for video in the enterprise. To keep things from getting overwhelming, we divided use cases into two categories: internally-facing videos (for internal communications, intranet, company events, learning and development, knowledge sharing between coworkers, and so on) and externally-facing videos (for marketing, sales, investor relations, client communications and education, etc.).
First, we checked out internal use cases for video.
Learning and development is clearly our biggest winner here. Almost three-quarters of the companies surveyed are using video for training. Not surprising, really – it’s a use case that’s been around for awhile, and it’s seriously effective.
Corporate Communications is also pretty popular. Executives have been turning to video for more authentic, relatable ways to communicate with their employees at scale. And HR departments have noticed that their videos get more attention.
We’ve also got at least half our respondents seeing employee generated content and live broadcasts of events at their companies.
Recruiting is a little more niche, but more than a quarter of companies are using video here. The job boards of the future might look very different.
What about outward-facing uses?
No one should be surprised that digital marketing is the top use for external video. Since the first days of TV advertising, we’ve known how effective video is for marketers. Virtual events is also pretty expected at this point.
More interesting is that nearly half of respondents are using video for training external parties, whether that’s customers, resellers, or other partners. Given the popularity of video for internal training, turning those benefits around to be available for external parties makes sense.
Sales also sees benefits from video, with nearly half of respondents’ companies taking advantage.
What Are Employees Using Video For?
There’s a difference between what the company uses video for and what employees use it for, though. How much of this video is actually being created by employees? In our most popular use cases for both internal and external, learning and marketing, it’s not uncommon to hire outside parties to create video content, or even to buy it off the shelf. We also wanted to know what employees were actively doing themselves in terms of video.
Looks like a lot of those marketing and demo videos are being created internally after all, with more than half of respondents saying employees create each. Also popular? How-to videos, for both fellow employees and for customers.
Events are another big winner – both webinars for external parties and live broadcasts and recordings of internal webcasts.
Large Companies Surging Ahead
You can’t help but notice that there’s a big gap across all of these reports. When compared to companies in general, large companies (more than 10,000 employees) are much, much more likely to use video for all of these use cases. Large company employees are also much more likely to create their own video.
We think there’s a couple reasons for this. For one thing, large companies are more likely to have the resources to create more video. It’s not just about having studios and fancy cameras (although those can help encourage a video-based culture). It’s also about having the internal structures to easily handle video. Large companies are more likely to have video integrated into their intranet and workflows, which makes video easier to manage and find.
But it’s probably also because large companies are under more pressure that video can help alleviate. Top executives have more employees than they can ever meet face-to-face; video makes it easier to build a relationship. Large companies are more likely to be spread out across multiple sites, even multiple countries. Video helps keep teams connected and makes it easier to deal with the asychronicity that happens across multiple time zones.
What Do Companies Use Video For That We Missed?
The problem with multiple choice questions is that it makes it easy to miss important developments because people can’t tell you what you don’t know. So we made sure to leave some open ended questions and let people tell us about the use cases we didn’t ask about. What do companies use video for, that we forgot to ask?
Here’s a sample of some of the responses we got when we asked how people used video at their organization:
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