Video Now Main Form of Content For Enterprises

“Video is now poised to become the main form of content for enterprises. The huge surge in video meetings was the first wave in the shift to the visual enterprise. The second wave that is arriving now and in 2022 is about the need to organise, optimise, and deliver visual content to users.” 

— Aragon Research Globe for Enterprise Video, 2022

This demonstrates the need for providers to step forward with innovative technology that enables enterprises to create, manage and distribute video content. The key focus for enterprises is on customer experience and employee engagement. 

The benefits to enterprises of using video are extensive. In this blog post, we will look at ways they can jump on the video bandwagon and use it to catapult them to success.

Video Is Key To Digital Transformation 

Digital transformation is the integration of digital technologies into all areas of a business, fundamentally changing how that business works. Video is a core element of digital transformation.

When the COVID pandemic confined us to working from home, many of us thought it would be a temporary measure. But technology companies like Overcast rose to the challenge to provide cloud-based services that enabled remote teams to collaborate effortlessly on video projects. 

For enterprise videos storage was cheaper, reviews/approvals were quicker, search was easier, distribution on different platforms was a breeze, and non-technical employees could do it all!

Movie directors were able to collaborate with film editors in other countries, saving film productions a lot of money on accommodation and subsistence costs.

Once enterprises realised how easy the process of remote video collaboration is, there was no going back! So, you never need to change out of your pyjamas! 

Aragon’s research highlights that new video use cases are emerging for training, sales, customer service, entertainment, and support. Particular areas of growth include customer events and new areas such as telehealth. 

TikTok Opportunities for Enterprise

There’s no denying the phenomenal rise of TikTok. It went from a niche platform hosting funny ‘home videos’ to one of the most popular apps in the western world, challenging the status of Facebook, Instagram and YouTube. 

This could be due to the easy-to-use video creation tools that gave everyone the chance to become a TikTok star or the vast library of licensed music that freed TikTokkers from worrying about copyright. The billion-dollar advertising campaign across Facebook and Instagram didn’t hurt either!

But the most powerful tool TikTok uses to grab attention and keep people hooked is the celebrated “For You Page” and its algorithm, which becomes almost uncannily good at predicting what TikTok videos will pique your interest (The Guardian).

So, what does this mean for enterprises? Aragon’s take is that this “highly-addictive” delivery mechanism is ideally suited for rich media, such as video how-tos and video roleplays. Demand in areas such as sales or support is expected to rise.

Boost your video production

In our next post, we will look at more ways in which enterprises can use video to grow their business. 

In the meantime, if you would like to know more about how to make video creation and distribution easier and more cost effective, contact us to get a free demo of our video management platform.

Why Video Marketing?

Why use video marketing?

Marketing has always been a core element of business success and it continues to evolve as social media expands with new social platforms being added to the mix. 

TikTok has shaken up the video marketing landscape over the past few years and more US marketers now use TikTok than YouTube for influencer marketing, but TikTok still sees significantly lower usage than Instagram (eMarketer, Dec 2021).

Marketers prefer video

There’s no doubt that enterprises recognise the power of video marketing. Silverwood Partners’ Media Technology: Strategic Industry Analysis 2022 shows that 94% of marketing professionals report a preference for video content:

The challenges of video marketing

Sounds like a no-brainer, right? However, in our blog post The Evolution of Enterprise Video, we looked at the challenges that enterprises are facing in terms of creating video content, including time/budget constraints, complexity of process, lack of in-house capability, and lack of the right technology. 

What needs to improve?

Silverwood’s report shows the top priorities for video departments in enterprise companies.

Unsurprisingly, improving time to market is the biggest concern for enterprises doing video marketing.

A recent Adobe survey revealed that it takes brands, on average, 17 hours to create a single piece of short form content! This rises to 27 hours to create a single piece of long form content, such as video. 

Hot on the heels of ‘time to market’ is the quest to increase overall video output, while other priorities include increasing engagement across all channels and demonstrating more thought leadership.

Technology is the solution

The best way to address enterprises’ key video content priorities is through a video management platform that automates simple tasks, speeds up reviews/approvals and makes collaboration effortless. So, why not request a free demo of Overcast’s platform?

How Enterprises Are Creating Video More Easily

The old way of creating video is broken

There’s no denying the domination of video with more than two billion monthly active users on YouTube and one billion on TikTok.

In our last post, we looked at trends in the acceleration of video management technology, which is driven by factors such as remote working, the ever-increasing demand for streaming content, and the rise of video content creators.

However, the ‘players’ who are creating video — streamers, creators, and enterprises — have had to face the reality that the old way of working with video simply isn’t viable anymore.

The impact of the pandemic on creating video

The pandemic sent video creators and enterprise employees scuttling back to their houses where they had to rustle up home offices. That, in itself, was a challenge but then they faced the hair-tearing-out problems of collaborating remotely on video projects: how to find clips they needed, how to enable shared access to different versions, how to get reviews/approvals, how to execute simple edits, etc.

Streamers and video creators scrambled to find technological solutions to these challenges. Initially, these were solutions designed to “get by”. But now the new, more efficient media pipeline management workflows are being adopted as the new status quo, and technology has improved to fulfil those needs.

The result of that technological innovation is proven: Silverwood Partners’ Media Technology: Strategic Industry Analysis 2022 states that 84% of businesses reported their company’s video content output increased over a 12-month period in 2020/2021.

That trend is set to continue: the report also illustrated that in the subsequent 12 months, 44% anticipating a significant increase.

How video technology is improving

Traditionally video content creation, broadcasting and distribution required skilled practitioners and specialist equipment. But there’s a growing demand for technology that simplifies those processes and makes them accessible to people who don’t have video production experience: 83% of respondents quoted in the report believe their company would create more video content if technology made it easier to do so.

However, “easy” doesn’t mean “low quality”. Consumers demand high-quality video, so creators are seeking technologies that facilitate them to make professional-grade content to integrate into a tech stack, as illustrated in Silverwood Partners’ report:

How to manage your media pipeline

A media asset management platform empowers your team to collaborate on video projects effortlessly. Overcast’s SaaS platform future-proofs your video production operation, and you can simulate your costs before investing.

We’d be delighted to give you a demo of our platform — please click here to request one.

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