“We don’t need a video platform,” we sometimes hear. “We have an amazing intranet with written guides for all of our processes. Our CEO sends out a written Christmas “end of year” update which everyone loves. We have a really great team of in-house trainers and we don’t run large events. What do we need video for?”
Why do you need a video platform if you’re already covering all bases? “If it ain’t broke”…right?
But there’s a reason Facebook might be all video in the next five years. Video is fundamentally a more powerful communication method than almost anything else. More personal than text, but more flexible than in person meetings, video is a growing part of business. And if you’re not taking advantage, you’re leaving one of your most powerful tools to rust in the toolbox.
The Impression You Leave
Why is video so powerful? Because it allows us to communicate in the way we have evolved to: face-to-face. Body language, tone of voice, and facial expressions are all indicative of how a person feels about what they are saying. It’s thought that 10% of communication is what is said, 20% is what we hear, 70% is what we see. The impression you give is infectious and if you’re enthusiastic about what you are saying, so your viewer will be, too. (We’ve all seen those 1960’s health and safety videos where the presenter stares glumly at the autocue to deliver the message.)
Research has shown a significant increase in the neural synchronization in the brains when a face can be seen. Interestingly, this neural synchronization is also thought to play a key role in leader emergence, with those emerging as leaders synchronizing their brain activity with followers to a greater degree than occurs between followers and other followers.
Body language helps prevent the misunderstandings you can’t afford, too. Charles Darwin wrote in his 1872 book, The Expression of the Emotions in Man and Animals that “facial expressions of emotion are universal, not learned differently in each culture”. It is said that 90% of non-verbal communication is through non-verbal cues. Trying to express these in written communication is almost impossible. We all react to the written word differently, but we all recognise emotions in others. This is key to effective communication. Written communications lack these subtle cues that establish trust and help convey emotion. Video, on the other hand, lets you transmit the entire message, not just the words.
Here are some examples of how video can make your business run more smoothly.
The “Personal Touch”
In a survey by Forbes that spoke to 760 business executives, 84% preferred face to face communications. Out of those, 85% said their reason was that it builds stronger, more meaningful business relationships. Respondents of the survey also said face to face meetings are best for persuasion (91%), leadership (87%), and engagement (86%). In today’s global workforce, video tools like live streaming and webcasting are your key to face-to-face communication between colleagues and customers.
Visual communication also adds the “personal touch” and breaks down barriers between teams and through the organisational hierarchy. If you see the CEO delivering his annual review via video, you’re more likely to say “hi” to him at the water cooler. This wouldn’t happen if the message had been delivered via an email. Familiarity and the ability to see a face is everything when it comes to building relationships. Face-to-face communications establish more trust than other modes of communication.
As organisations grow and global teams work as one across multiple offices, face-to-face becomes all the more important.
One issue with digital forms of communication is that they tend to be impersonal. Just trying to make your digital communications seem more friendly or personalised runs the risk of being perceived as unprofessional.
Miscommunication is one of the major causes of inefficiency and work-place conflicts and many of these are attributed to digital communications and the various ways they can be interpreted
Video makes it possible to form personal but professional relationships, across huge distances. With the ability to look into each others’ eyes, the chance for miscommunication is lowered.
Whether it’s pre-recorded CEO messaging, recordings of missed team meetings, webcasting the latest product updates, or using lecture capturing tools to share the latest sales results internally, video technologies bring your communication strategy to life. You’ll have their attention 100% and your message is guaranteed to be heard.
For many companies, travel, meeting and conference/ event budgets were the first to get cut back when the recession hit. Still, working face-to-face with customers and colleagues is essential for a successful business. In the age of technology, video communication allows you to save money and time, increasing productivity. As a bonus, you can even reduce your carbon footprint.
A white paper by Verizon Conferencing found a five-person meeting conducted in-person (involving plane travel for four of the attendees) is over seven times more expensive than a meeting conducted by audio conference and three times as expensive as a video conference.
The average attendee also spent 53 hours and 24 minutes preparing for and travelling to the in-person event, which is about three times the time involved in either the audio or video meeting. Verizon noted:
The price of traveling to meeting after meeting is also paid in the currencies of lost productivity, wasted time, unattended-to work at the office, and time away from home and family – not to mention the stress and frustration involved in travel itself.
Speed is everything in today’s tech-driven world. Researchers funded by Microsoft surveyed 2000 participants in Canada and studied the brain activity of 112 others using electroencephalograms. The results concluded that the average human attention span has fallen from 12 seconds in 2000 to eight seconds in 2016. (The average goldfish has an average 9 second attention span.) So it’s essential you make an impression FAST.
Canadians with more digital lifestyles who were tested (those who consume more media, are multi-screeners, social media enthusiasts, or early adopters of technology) struggle to focus in environments where prolonged attention is needed. …While digital lifestyle decreases sustained attention overall, it’s only true in the long-term. Early adopters and heavy social media users front load their attention and have more intermittent bursts of high attention…they’re better at identifying what they want/ don’t want to engage with and need less to process and commit things to memory.
(If you’ve made it this far in this blog post…CONGRATS!)
Home vs Office
A poll conducted by Gallup found people who work remotely report being more engaged, enthusiastic, and committed to their work. How do you ensure remote teams are talking to each other, though? Video communication is a great value-add to keep your teams connected.
Rocket Your Profit
Business is about building relationships – as the adage goes “people buy people, not products”. Face-to-face communication is more likely to be perceived as credible. Instead of pitching via a convoluted email, sending a short video grabs attention and builds that instant relationship.
Managing a successful team and, consequently, a successful business requires personal connections. Happiness is infectious: show how great it is to work here, buy from you, work with you and you’ll find that your enthusiasm brings great results.
In summary, visual communication is the key to happy employees, more productive teams and stronger sales. If you haven’t yet considered the ways in which a video platform can increase your organisations productivity, check out the “State of Video in the Enterprise” webinar here where you will learn about video ROI considerations and best practices for deploying video, as it continues to play an important role in communication, collaboration, marketing and other key areas. In it, we discuss what these survey findings mean for your business today and in the future, and how video can make your business run more smoothly.
To delve deeper, check out “The Six Pillars of Successful and Sustained Video Adoption” to learn several actions from the Kaltura Strategic Solutions Group that you can take to increase video adoption. You will get a chance to hear what cutting edge online video leaders are doing to make the most of their content, and learn what six steps you should take in order to drive value with video.
Kaltura's mission is to power any video experience. Our wide array of video solutions are deployed globally across thousands of enterprises, media companies, service providers, and educational institutions, leveraging video to teach, learn, communicate, collaborate, and entertain.