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Video’s popularity and its impact on business video

By: Thomas Halkyard


Video content and production has been on a steep upward trend for many years, but the last 18 months or so has seen an unprecedented sea change. Thanks to the pandemic, the levels of engagement with video of all kinds and across all channels has increased more than ever before, a growing trend that has also been accelerated by a series of global lockdowns. From TikTok to YouTube, Facebook to Zoom calls, video has taken centre stage.

A recent survey from Cisco predicts that in 2021, the gigabyte equivalent of all the movies ever made will cross Global IP networks every single minute. That’s a lot of video content.

Business video is booming…

For the most part, video is being used extensively for video communications to replace business travel, but it’s also being used in many other ways across organisations.

Gartner Research points to the most likely use cases of business video being:

● Communicating vision and mission
● How-to business video for internal inspections
● Customer-facing how-to videos on products
● Sales enablement for product value
● Internal how-to business video for use of corporate software

As far as Gartner is concerned, it would seem it’s all about ‘how-to’ business video plus improving internal communication and training. E-learning is booming, and some of the best e-learning material is video surrounded by interactive content. Keeping all of this video content safe and centrally stored in a discoverable format is paramount.

● According to the government’s Cyber Security Breaches Survey 2021, four in ten businesses (39%) reported having cyber security breaches or attacks in the last 12 months
● In Imagen’s Marketing Tech Report 2021, 45% of UK respondents admitted that they aren’t confident their current processes can handle the increasing demands of video content in marketing
● 9 out of 10 companies have accelerated their cloud adoption in response to the coronavirus pandemic (via the Flexera 2021 State of the Cloud Report)

Viewing these business requirements through the lens of the last 18 months, the sudden move to home working has super-charged both the demand for video as a marketing and communication medium, but also the operational requirements involved.

The problem with business video

The issues raised by operating geographically dispersed teams were once the preserve of multinationals, but are now common to all businesses of any scale. The situation looks set to continue into the foreseeable future too, with a recent BBC News survey of 50 of the UK’s biggest employers finding that the majority do not plan to bring staff back to the office full-time.

Having a single video storage and archive point in the cloud is vital when working in the new normal, enabling efficient tagging, which in turn ensures that all the content is searchable so there are no lost hours searching for the right work-in-progress projects. This also means that finished assets can easily be retrieved in the future, saving duplication and maximising asset reuse, both important for cost management.

Taking all of this into account, it’s easy to see why good video management is becoming a priority for many organisations – and this is just the beginning. Collaboration is increasingly digitised, and being able to effectively manage workflows and key processes such as signoff in a seamless manner is set to be a defining characteristic of the successful enterprise.

Luckily however, there is a solution out there that will address all of these issues and more. Imagen Go is an agile Digital Asset Management (DAM) platform that solves the problem of managing business video with secure and centralised cloud storage. With everything stored in one place (accessible remotely from any connected device), it makes it easy for teams to create and collaborate in a secure, searchable and highly customisable web platform.

Now is the time to act, before your business video really gets out of control.


Discover how Imagen’s suite of powerful security technologies help protect and preserve your valuable media assets. Book a demo today.

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