Adoption of Enterprise Video

This article is based on a webcast by Qumu Knowledge Manager Karen Van Wert. Be sure to view Karen’s webcast, and check out our complete Live Webcast Schedule!

Introducing the widespread use of video to an organization causes a paradigm shift that can be daunting for both employees and executive leadership to accept. But the good news is, hundreds of companies have successfully traveled this path—and your company can too!

Prior to launching any sort of widespread enterprise video initiative within an organization, all barriers to adoption must be identified. For example, one of the most common barriers when it comes to the adoption of enterprise video is the mindset that video is both expensive and time consuming. Obviously with the proliferation of personal apps like SnapChat, Skype and Facetime, these misconceptions were overcome outside of the office long ago. But inside many organizations these beliefs still exist—and meeting them head-on is the only way to achieve success.

When attempting to drive user engagement and adoption of video within the enterprise, there are three primary benchmarks all organizations should strive for:

  1. High Contribution Engagement – increasing both the number of authors and quantity of content generated within the organization.
  2. High Viewer Engagement – growing the number of likes, percentage of viewing, comments and subscriptions of internal videos.
  3. Broad Use Case Diversity – expanding the number of ways video is used within the organization.

Each of these will be discussed in detail below.


Driving Enterprise Video Engagement VOD

Ways to Increase Contribution Engagement

There are a number of ways to quickly boost Contribution Engagement, but one of the most effective is to start with a contest. Many Qumu customers start by identifying a core group of early adopters from across the organization and have them define the contest, build buy-in, and make the first contributions. To ensure the success of a video contest, organizations must be sure to define a timeline, provide support for participant questions, offer a worthwhile prize, and socialize the contest using existing platforms to amplify the message. Here are some contest ideas to get you started:

  • “I Love Working at [Company] Because” – This contest also provides some great footage for employee recruiting.
  • “Our Mission Statement Means X to Me” – Employees who share how their job impacts the company will have a greater self-worth and be a stronger contributor in organization success.
  • “Where in the World Am I” – Whether traveling for business or pleasure, it is always fun to see where employees spend time.
  • “Working Hard, Playing Hard” – Encourage employees to share what they do outside the office. Sharing hobbies and passions naturally brings people together building a stronger team.
  • “Getting to Know You” – Employee introduction videos can help add faces to names in an increasingly global work environment

Ways to Increase Viewer Engagement

In terms of increasing Viewer Engagement, many companies award prizes to the contributors of videos that are the most viewed, most liked, or have the highest number of comments. The most effective way to execute this is to task the core team with keeping the contest top-of-mind, and seeking opportunities to promote participation—essentially creating a marketing strategy to highlight the contest itself, as well as any videos that have been submitted.

The core team can also foster Viewer Engagement by watching each submission and commenting or liking the video, and using internally-provided social business platforms to promote progress of the contest: how many submissions, which video is in the lead, what are the best comments and so on. Another way to amplify Viewer Engagement is to add a featured video section to the employee portal or company newsletter. Multiple videos can be featured in this way, based on criteria such as new contributions, most viewed or pure entertainment value.

Ways to Increase Use Case Diversity

The key to taking video mainstream is to look for opportunities where video can elevate something that is already mainstream within the organization. Corporate culture activities can benefit from a video lift. Adapt one of these ideas to your culture for the perfect solution:

  • Company Shout Outs – Videos used to promote fellow employees who are making a difference for the company.
  • Recommendation for MVP Awards – Instead of a written recommendation, encourage a video recommendation for employee awards. Play the video at the award announcement to just why this person is recognized.
  • Making a Difference – Align a contest with corporate goals such as community volunteering. This may also be a team challenge.
  • What Did You Learn? – Video is a great way to share knowledge from external, events, conferences and trade shows with peers and team members.

Once your audience starts incorporating video into their daily routine they will seek opportunities to expand the use of this powerful tool. For Qumu customers, there are a number of business solution ideas available at in the Expert Series section . . . and if you have an idea to share, be sure and let me know!

 Wrapping it All Up

As mentioned above, a core group of early adopters can make significant strides in breaking down barriers, supporting those who are new to video, and leading by example. In addition, setting attainable goals using one or more of the quantifiable approaches listed in this article can drive contribution, viewership, and the expansion of use cases—resulting in massive increases in both the adoption and engagement of enterprise video. Thanks for reading! I hope you will take a few minutes to watch the on-demand video too. If you are a current or potential Qumu customer and wish to speak about anything in this article or video in more detail, please feel free to email me anytime (Karen Van Wert) at I look forward to hearing from you!

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