September 4, 2014


Balancing technique with technology for video communication success

There’s at least two sides in many situations, especially when communication is involved. The video for business landscape is no different, as this asset can bring together diverse groups of people from within a single department or even across the entire planet.

What matters is the scope of the project and the tools that are being used to disseminate this content. The power of video communication lies not only in the tools delivering these messages, but in the ways and means through which the insights encapsulated within each packet of data is constructed.

As Dave Michels wrote for No Jitter, the key is to embrace video communication and all of its pieces in order to generate a comprehensive and truly collaborative enterprise endeavor. That may mean breaking down traditional organizational barriers or opening up endpoint access to accommodate personal mobile devices in the corporate landscape, but in the end, balancing techniques with technologies can help make video for business as successful as possible.

Utilizing new tools
Michels noted in his article that video communication already makes up about half of all interactions in some working groups. The adoption of recorded content and delivery systems in the corporate landscape is on the rise, being pushed along by IT and marketing visionaries who see its potential to create a long-lasting emotional impact while also bypassing the shutoff-valve that many employees have when it comes to learning and training opportunities.

Overcoming limited resource caps means saving money and cutting costs wherever possible, and in a world where time is money, anything that can speed up existing operations is a boon. Video communication has arrived in many corporate offices and training seminars in order to eliminate instructors, coaches, mouthpieces and other people who can simply make a video and send it to requesting audiences.

Best of all, the technology that supports this software has come of age to a point where it can easily handle enterprise streaming media and video for business in an on-demand capacity. That makes recorded content even more appealing, as it reduces the risk that users won’t be able to connect with the messages.

Operational opportunities
Another financial obstacle that video communication easily can overcome is the cost of acquisition, especially when it comes to hardware and screen presence. Michel stated that many corporations are already replete with desktop and laptop computers, but it’s the mobile invasion that’s making a huge difference.

Instead of having to pay for this portability, all employers have to do is instill a bring-your-own-device program in the workplace, and suddenly tablets and smartphones are in the hands of every client and staff member. This factor is particularly important among Millennial and similarly young generations of employees, as many of these individuals grew up with advanced technology and video calling. Others simply are used to using their smartphones and other pieces of technology for most of their daily informational and personal needs.

Integrating the software and hardware that people are most likely to utilize increases the chance of success of an organization overall. Whether it’s for training or trust-building is up to the people in charge. The familiarity among user groups ensures easy adoption and improved uptake over time, so long as companies remember that it’s people using these assets, not machines.

The people factor
In that vein, keeping in touch with what people want to experience and how they want to engage with this content is the second half of the enterprise video communication success picture. Even if businesses are offering the best quality of content and rapid network options, if people aren’t able to easily interact with these messages the way they want to, they’re less likely to be engaged.

Network World stated that keeping things simple and focusing on personal desires is the best way to go with these kinds of operations. Things like focusing on what kinds of tools people like to use is one thing, but why and when they tap into mobile devices versus waiting to get to a computer is a big driver in video communication success.

Some of the most important things to consider when thinking about viewer habits include:

  • Reliability – being able to trust the content people see
  • Scalability – watching video for business on more than one screen as needed
  • Simplicity – finding a recording fast and easily loading it are important to engagement
  • Safety – people don’t want to worry about their privacy, regardless of portal

Promoting all of these factors will get people more involved and excited about using enterprise video communication. When considering the combination of human and IT demands in the video for business landscape, counting all of the variables and looking beyond just one side of the coin is necessary for boosting recording success.