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Blog

Video is no longer just for Executive Communications

How self-service video has revolutionized the enterprise.

I have worked in Enterprise Video for about 13 years. I’ve seen three major shifts.

1.) Self-service content generation

2.) On premise to cloud hosted video platforms

3.) The global pandemic pushing video to the forefront of everyone’s business communications

The biggest and most impactful shift that I have seen within my customers, (and I also embrace personally,) has been the de-centralization of video creation and ownership. Gone are the days of highly produced CEO quarterly summary and town-hall presentations being the only videos delivered to the organization. The democratization of video is here. Long live self-service!

Let’s break this down: 

The History of Organizational Video Content

The history of video content within an organization could be attributed to two main areas. 

C-Suite Internal Comms

Large scale, in-person and livestreamed, auditorium style events. Traditionally this would be around a public company’s results season and tie in with investor relations calls or a major announcement or product launch. From a video perspective, these were highly produced events, often with in-house video production teams or external events groups running the show. High cost, high scale. Don’t get me wrong, these can still be valuable and remain a part of an organization’s Internal Comms mechanism for getting info out to the masses. 

External Marketing Content 

Be it product marketing or company overviews, video remains a key part of explaining what a company does to the wider audience of website visitors. Video has always been an effective mechanism to tell stories. Putting video on a website allows customers to explain what their products do, why customers use their products, (case studies) and to provide content about why their company is simply amazing! 

While these two areas remain a cornerstone of how the enterprise uses video. Let’s look at what we see now with the use of enterprise video. 

The Future of C-Suite Internal Communications 

C-Suite comms within the enterprise aren’t going anywhere, and nor should they. Communication throughout any size company is imperative. It provides a sense of belonging, helps in dealing with crisis or simply makes sure everyone is working towards the same goals. Town Hall style meetings will always have a place, but the large-scale quarterly events we saw in the past are now C-level communications. They are much more frequent and delivered in an asynchronous manner. Reacting to external events in real time is what we see and expect with today’s news cycles via social media.

Our executives should communicate the same way. If something happens, employees want to see and hear what the CEO thinks and what we as a company are going to do to manage. For example, our own CEO at Qumu creates a 2 to 5-minute weekly summary video featuring what different teams are doing. Video on demand is a great way to consume content on my own timeline.

In my own experience, I’ve seen a shift with a global pharmaceutical firm. They highly edit their internal town-hall events down to a series of 2 to 3-minute snippet videos. Each gets released in a series of comms rather than sharing the entire event. Previously, they saw low viewership stats on a 1-hour town-hall event—no employee has time to watch. However, when they began to share the key messages in  minute long snippets, viewership went up dramatically. These small changes—moving from quarterly produced large scale events to high-frequency, short video content provides more frequent touch points with employees  and can improve the impact  and retention of the message from leadership.

Incorporating Self Service Video

The idea that a CEO or CTO are the only people who create content has thankfully passed. The fact that Zoom and Teams and others have been embraced throughout the COVID era has resulted in video being more normalized as a way to communicate. We are used to speaking on unified collaboration tools daily. The concept of creating and sharing video has also been normalized.

For example, I create a weekly update video for my team. Both my manager and my team can view my updates on their own time. It’s a shift to self-service, asynchronous video creation and delivery.  Personally, I love it. 

Many teams create their own content to explain “how things work.”  Interestingly, the type of companies doing this are all different—from financial services to pharma to manufacturers and more. Users are creating video tutorials using screen capture tools to explain how their own products work to new team members or to provide training content that would otherwise only be available in-person or during a Zoom-call. Pre-recording and making these videos available is at the heart of what self-service video can do. And not just that content can be created and delivered flawlessly to any device, anywhere. It needs to be managed and stored where it can be searched and FOUND again!

Preparing for the Future with Qumu

I don’t need to call out how impossible it is to find & retrieve a video of a recorded call without some form of enterprise video storage solution.  Qumu has been building and perfecting enterprise-level video management solutions since our founding, and continues to analyze and improve performance from an individual to organizational level. Video is for the entire enterprise ecosystem. Everyone can record, deliver at scale and manage content securely. Video content can now be accessed by the right teams at the right time.

The enterprise can reproduce the knowledge and value that every individual employee brings. Call it normalizing, democratizing, decentralizing—no matter its name, the self-service video content revolution is here.

Jon Clint is Director of Account management at Qumu


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