Driving Engagement and Adoption of Video Across the Enterprise

Driving Engagement and Adoption of Video Across the Enterprise first appeared on Forbes.com.

It’s no secret the global pandemic has created a monumental shift in the way we do business. It’s also no surprise that enterprise video has experienced a massive increase due to social distancing requirements and work-from-home mandates. In this new reality, video is one of the best, and sometimes only, ways to interact with key stakeholders. It is an extremely powerful tool for getting your message across and keeping your audience engaged —assuming you have the right processes, tools and content in place.

Neal Stanton,
Ramp Co-CEO

According to Brightcove’s Q1 2020 Global Video Index, which is based on an analysis of their customer data, views of enterprise video increased by 91% in the first quarter of 2020, most likely due to increased efforts to connect with employees, customers, partners and vendors. (Full disclosure: Ramp is a partner with Brightcove.) That’s a lot of time spent watching video for work. But, is video really sustainable in the longer term?

While it’s inevitable that video will remain an important tool while we work from our kitchen tables or home offices, what happens when we go back to the physical office? Will adoption rates fall? Will we go back to our former means of engagement (or sometimes lack thereof)? Will leaders stop using video to boost employee engagement and drive collaboration? It’s hard to say, but I hope that won’t be the case.

The good news is workers have become well versed in enterprise video without you needing to execute an elaborate plan. But to continue down the path of video adoption to video ubiquity, a few key rules apply.

Increase Employee-Created Content

To quickly and effectively boost your video strategy, increase the number of people who create video content. To be successful, you must extend your reach beyond leadership and encourage people from all levels of the organization to participate. One of the most effective ways to increase participation is to offer rewards or host a competition. Start the process by identifying a core group of early adopters or influencers from across the business, and have them help you define the program, theme, purpose, timeline, prizes and overall approach. Then finalize your plan, including how you’ll launch the program, gain visibility, increase participation and measure success.

Bolster Viewer Engagement

When it comes to internal videos, you have no way to guarantee employees will watch them. So, you must create content that commands attention and find creative ways to promote it. How you distribute your videos also contributes to engagement, but the content itself is the biggest driver. Your ultimate goal is to not only have your target audience watch the video, but also comment, like and share your videos, which will encourage others to watch. So, get creative. For example, you may want to style your videos like the most popular videos on social media. Or, you could add a featured video section to the employee intranet and newsletter to showcase the most engaging posts. This kind of engagement is as powerful as word of mouth — especially when employees are not working in the office.

Drive Content Diversity

One of the best ways to integrate video into your organization’s ways of working is to look for opportunities where it can elevate something that is already “mainstream” in your organization or vitally important to employees. Find ways to highlight your corporate culture by bringing it to life using video. For example, interview employee award winners, give employees a behind-the-scenes look at your next trade show booth, or feature employees participating in philanthropic endeavors. Take it to the next level by having one or more executives solely communicate through video, so it becomes the only way employees can hear from them.

Choose the Right Enterprise Video Tools

With the significant — and almost instantaneous — influx of enterprise video use, IT departments have been hard at work supporting the video needs of people working from home on a wide-scale basis. In some cases, they implemented technologies to meet immediate needs. But as things continue to evolve and some employees return to the office, it’s time to evaluate how the decisions made in a rush will impact the organization in the longer term.

Ask yourself a few key questions. For example, how will you choose the right enterprise streaming platform(s)? You might need one platform for all-employee broadcasts and executive messages, another for employee-created videos, yet another to support your learning and development program. Also, how will you store, catalog and secure your videos? There is a lot to consider when putting together your enterprise video strategy — and it’s definitely not one-size-fits-all.

Get Ready to Scale

Once employees — and video — return to the office, you also need to evaluate how bandwidth-intensive video will impact your infrastructure and corporate network. As you look at how you’ll use video, consider complementary technologies like a vendor-neutral content delivery network solution, which can help you securely and efficiently scale video without sacrificing quality or putting your enterprise network at risk.

As we venture into the next phase of business operations, now is a great time to consider developing a plan with specific, attainable goals to drive long-term video adoption. Recruiting early adopters, setting your content strategy and making sure you have the right technology to support your goals will lead to a more effective use of video and result in greater employee engagement and collaboration — now and in the future.