Do you know how much communication power you hold in the palm of your hand? In just a couple of clicks, you can capture a multi-sensory experience. Want to have a little more production value? There are lots of inexpensive tools that anyone can use to jazz it up, no film school education required. Hosting and distribution are no big deal, either.
Video is a fantastic medium because it’s highly engaging. Quite simply, it’s the superior way to communicate across time and distance. According to Forbes, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. That’s why people love video. That’s why videos on Twitter are 6X more likely to get retweeted than Tweets with photos. That’s why YouTube has over 1.8 billion users every month.
Another wonderful thing about videos is they don’t have to be fancy. You don’t need high-production-value pieces of art. You don’t need a sizzle reel. In fact, it turns out that super-polished videos don’t have any advantage over shot-with-an-iPhone-by-a-regular-Joe videos. The Guardian learned this when they analyzed their Instagram data and concluded that heavily produced videos with scripts and shot in a studio and professionally edited were simply not worth the effort.
So Where Are All the Business Videos?
This is—or at least could be—great news for business. It means there’s a communication method that’s not only easy, effective, and inexpensive, it’s available to every employee. If you are an average American, statistics say you spend 23.5 hours a month watching online videos; and if you’re between the ages of 18 and 34, it’s more like 34 hours a month. Now think back to the online videos you watched in the past month. How many of them were part of your day-to-day business life? Probably not many. What gives?
What Makes YouTube so Awesome is What Makes It Wrong for Business
YouTube has democratized video. It’s super easy to deliver videos to the entire world. And that’s exactly why it doesn’t work so well for business. There are a few types of video that you might want the entire world to see—the kind you’d post on the company website, for example—but that represents just a small fraction of the videos that would be truly useful to companies and their employees. One problem is that you need to be able to control distribution of business-related videos to protect confidential information and corporate intellectual property. Another problem is searchability—users need to be able to locate relevant videos based on the content, not just on metadata (the quality of which will vary widely). And you also need analytics to track and report on usage and other metrics in a meaningful way.
Enterprise Video Platforms for Business Are a Start, but They’re Too Video-centric
Enter the enterprise video platform. There are lots out there, and they seek to address the limitations of YouTube in a corporate setting. But here’s the problem: Even if they solve every single one of the YouTube challenges, they’re still enterprise video platforms. Let’s face it, while video is awesome, it’s not everything. Businesses do need to use all other types of communication vehicles and formats as well. And when video is over here, while everything else is over there, well…we know that’s not ideal. Video needs to be an easy-to-use communication tool placed in every employee’s hands (think email and Word)—from both a consumption and a production perspective.
Businesses Need a More Inclusive Communication Solution
So why is this not happening? At Retrieve, we don’t have all the answers, but we’re trying to change things. That’s why Retrieve makes videos as easy to create, distribute, search/find, and view as text, images, PDFs, emails, and other communication formats. And it’s all delivered via an easy-to-use app on any device. Try it for yourself. Use a video you’ve already created, or just press the “record” button on your phone. Either way, it’s free.