Video is a Disruptive Force

Video has been an important advertising content format for business since the dawn of television.  While remarkably powerful, the reach of video as a business communication tool was limited however to broadcast advertising, infomercials and internal training until the mid 1990’s.

Like the impact to the music industry, news and other business models, the Internet is a disruptive force that will forever change how we use and consume video, including  “traditional” broadcast television.

YouTube, while the most visible example of the shift in video creation and distribution, is also an important illustration of the shift in the content itself.  Like most other content forms delivered via the Internet, it reflects the extreme ADD (attention deficit disorder) of the audience.  Do you glance to the timeline once you click to see how long the video is, thus making a decision to watch or close?  It is also an important barometer of the growing micro-segmentation of content.

Why this observation is important is because most B2B video content creators don’t really understand how to adapt to this shift.  They have the tools and the desire to leverage it, and every marketing VP wishes they could produce a “viral hit”, but they see video creation with an “old school” perspective.  Create a script, read and record the script, edit and publish.  But like your website, just because you build it does not mean your audience will find it or even consume it.

This is the foundation of what I will write about in the video section of The-Content-Strategist. Video is a business tool that is far more powerful than anyone realizes and not just in the role of advertising, training or marketing.  Video will change how we perceive, create, define and manage “content”. It will become a positive yet disruptive force within the business world.

The shift that we are about to witness in video creation and consumption models, including traditional broadcast television will be as dramatic as iTunes and the mp3 format was to the music industry.

Satisfying the Growing Appetite for Online Video Content

In November 2011, I participated in a webinar produced and hosted by KnowledgeVision CEO Michael Kolowich.  Acknowledging the rapid rise in enterprise video, the foundational topic was “how can enterprises keep up” with demand.

According to recent research of more than 1,000 enterprise communications professionals from Steve Von der Harr at Interactive Media Strategies:

  • Total spending on online business video technologies is growing at an astounding rate – 32% this year, and will surpass $1 billion next year.
  • Less than one-fifth of this spending is on video plumbing — that is, dedicated video networking.  Most of it is split between content creation and content management.  In fact, the report states that “The evolution of the business video sector will continue to be defined by the development of software solutions that transform online video into an increasingly useful business communications tool.”
  • Growth is happening in all sizes of company and organization

Budgets are increasing significantly but still the appetite for online video to outpace the resource requirements to create and manage it.  Requests are coming from all sectors — from marketing, sales, HR, training, corporate communications, investor relations and beyond.

That’s the core dilemma of today’s business content creators…how to satisfy the growing need for content, particularly video content under ever-resent cost and time constraints.  The webinar also explores related topics at the forefront of digital marketing exectutives:

  • ROI of video
  • Audience targets and content requirements
  • Video as a content source
  • Measurement and audience engagement

The webinar is available here:

Hope you have a chance to watch it, and as always I look forward to your comments here.