Video’s popularity and its impact on business video

By: superuser

Video, both in terms of popularity and the volume being produced is growing massively. As consumers, we’re engaging with video more than ever – whether that’s watching the latest Snapchat, YouTube clip or that essential how-to guide. We expect people to communicate via video; it’s easy to digest, faster to consume and easier to create than ever before.

Cisco predict that business and consumer IP video traffic will constitute 82% of all IP traffic by 2021. Put another way, every second a million minutes of video content will cross the network. That’s a lot of video.

So, what about business video?

In 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 the organisation.

It’s a fact – by the end of 2018, 75% of workers at large organisations will interact with various kinds of video more than three times daily (Gartner Research). The same research points to the most likely use cases of business video being:

  1. communicating vision and mission
  2. how-to business video for internal inspections
  3. customer-facing how-to videos on products
  4. sales enablement for product value
  5. 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, protected and stored centrally is paramount.

So, if video for internal use is proliferating, what about business video created for marketing and corporate communications which has typically been classed as external video? Video isn’t a new thing for these departments, and the cost and ease of production is making creating business video content far easier for them.

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. The problems caused by the proliferation of video are already starting to reap havoc on large businesses, where assets are required in disparate locations around the globe, business video content is clogging up servers and file formats are everything from old-school VHS’ through to MP4.

Luckily however, there is a solution out there that will address all of these issues and more; and now is the time to act, before your business video really gets out of control.

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