In 2020, workplace video empowered many companies to resume business operations. In 2021, the workplace continues to evolve, and the shift to a hybrid workplace is accelerating. Whether your company is more remote or hybrid, video remains the best way to connect with teammates and customers.
To maintain and increase the impact and reach of your videos, you need to know how effective they are. Without the agility to make the necessary adjustments or improvements, employee engagement can suffer. Further, if your infrastructure can’t handle the traffic required for more video, it can crush your network.
The best way to evaluate the effectiveness of your videos is to have access to detailed, reliable user analytics.
The power of employee engagement
Before discussing the importance of analytics, it’s critical to understand what employee engagement can mean for your company.
An engaged workforce — especially today — is essential to retaining and attracting employees. Generally speaking, employees who are more engaged are happier with their job and thus more productive. Of course, a more productive workforce translates to more money for your business.
When employees are emotionally invested in their job, they are typically more motivated to contribute to your business’s success.
The statistics for how engaged employees benefit your business are compelling. Here are a few:
- According to a Gallup survey, employee engagement can reduce employee absenteeism by about 41%
- Organizations with an engaged workforce are reportedly 22% more profitable
- A Conference Board study revealed that disengaged employees cost businesses in the U.S. $450-$550 billion each year
While there are many methods and strategies your company can use to improve engagement, when it comes to video, the insight gained from usage analytics is incredibly valuable.
The critical connection between employee engagement and video analytics
Why is video so critical as an effective engagement boosting method? The numbers don’t lie: when a message is delivered by video instead of text, viewers retain 95% of the message, compared to only 10% over text.
To get the most out of video, you need to keep track of and manage what is working and what is not. One of the easiest ways to accomplish this is with video analytics.
But analytics won’t be helpful if you don’t have access to the right tools or an understanding of what you’re measuring.
Remember, the concept of video analytics is not much different than analytics you’re probably already using in other areas of your business, like web traffic analytics or measuring product development and marketing campaigns.
With the right video analytics tools at your disposal, however, you will be able to harness important data that answer questions like these:
- How many employees watched the video?
- How much of the video do they watch?
- Which videos are most popular?
- At what point do viewers stop watching?
- Which days of the week are videos watched more prominently?
- What is the average bitrate of your videos, do they buffer and what is the overall quality?
- What steps must we take to improve video quality?
- Is there a correlation between bad video quality and when viewers stop watching?
Video analytics: Key advantages
With this level of insight, all facets and departments of your business reap the benefits.
For example, data on which — and how many — employees watch videos with critical company updates is crucial for your HR department. For company training, executives should know how new employees are responding to the video content.
And what if these videos are glitchy or buffering? The CEO will want an explanation about the technical issues while the communications team will want viewership reports.
Analytics will tell the story and provide all the answers.
Perhaps most importantly, video analytics can be an essential tool to leverage when measuring the ROI of enterprise video. As companies become more operationally focused, the requirement to connect with employees at a personable level — especially with a remote or hybrid workforce — is skyrocketing. This leads to growing pressure from the C-suite to measure enterprise video ROI.
Both the workforce and the workplace are constantly transforming. Assumptions and predictions aside, nobody knows what the workplace of 2022 will look like. What we do know, however, is that video will still play an important role in how employees engage, interact, and learn.