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The State of Video in the Enterprise

It’s clear that video is increasingly part of doing business: 96% of businesses say video helps train employees better and faster, 94% say it has a strong part to play in team bonding, and 91% think it makes executives more personal and relatable. But how exactly are enterprises using video to communicate both internally and externally?
We surveyed over 250 enterprise professionals across a wide range of industries to find out. Now we’re presenting the results in Kaltura’s second annual State of Video in Enterprise 2015 report. Discover the leading use cases for enterprise video, how employers feel about employee digital literacy, top methods for measuring ROI, and more.
Businesses do not exhibit emotions. Neither do products. But humans do. Which is why video is such a potent business tool. Watching someone on video instantly adds an extra dimension—a more personal, more authentic interaction. Video generates more of an emotional response than any other means of remote communication.
Video also leverages multiple senses and focuses attention on the playback area, which not only makes the comprehension of content more effective, but also helps with viewer engagement and interaction. Facial expressions, voice and tone, body language, emotions, a feeling of eye contact, gestures, audio, and movement—these are all aspects that enhance connections. And video makes it possible to present visual content that has a time dimension to it, which turns it into an effective tool for illustrating certain types of visual content. These qualities are at the heart of video’s effectiveness and its ability to better engage viewers.
There’s plenty of evidence that video playback of a talking head helps to focus attention, which can be used to great effect by enterprises, both internally and externally. The most popular current use cases for video reinforce this: training for customers, partners, and integrators (82%), workforce onboarding (80%), employee-generated content such as best practices and how-to tutorials (76%), executive communications (74%), and meetings (74%).
Video is also ideal for helping to identify and promote more junior talent with a flair for being in front of the camera. Appearing on a business video can lead to bigger opportunities within the organization, as well as additional profile-building opportunities such as invitations to speak at conferences and other industry events. 91% of our survey respondents said video is valuable for networking, knowledge sharing, and making employee achievements more visible.
Video in the enterprise used to be a means to broadcast a message – to employees, to clients, to investors and partners. But in today’s workplace, video is democratized. Our survey found that employee-generated video content is expected to become an important business tool within the next three years, meaning that today’s and tomorrow’s employees will likely need to develop better skills in this area: 95% of respondents stated that video skills (creation, editing, and communication) were important for employees, with 83% stating that employers should encourage employees to improve their video communication skills. When asked about the one thing that would make it easier for more employees to use video more effectively, an overwhelming 76% cited “easy-to-use tools for video capture”.
This survey also shows that measuring video ROI is a work in progress for many organizations: usage statistics form the basis of video ROI measurement for 42% of respondents, while 32% use surveys and feedback. Interestingly though, almost a quarter (22%) reported that their organizations already rely on more sophisticated, outcome-related metrics that incorporate the more intangible ‘human touch’ benefits of video. And as video becomes more entrenched within organizations, we believe the pendulum will swing further in this direction.
In addition, the survey provides a trend over time, showing that:
• Video use is increasing from last year in nearly every use case;
• 64% report watching more work-related video this year compared to last;
• 66% report an increased budget allocation for video technologies in their organization year on year.
These findings are just a snapshot of what you will find in this report, which offers a comprehensive review of all things video in the enterprise. In it, you will find views from hundreds of respondents—representing different industries, business sizes, and geographies—about usage trends, the impact of video on organization goals and Return on Investment, its application across departments and use cases, future trends for live and mobile video, and a long-term industry vision.
Read the report today! 

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