April 17, 2013

Article

Consumer trust and reception better with video testimonials, tutorials

There are substantial benefits to adding enterprise video solutions to an organization’s roster of technology tools. Internal messages are easier to convey and more personalized, ensuring that personnel don’t suffer comprehension errors due to vague memos or incomplete emails. External messages are reinforced by adding a face to business and product data. They also provide essential tutorials and insightful data about certain products and services that people may not be familiar with, educating employees on how to sell these items and making consumers more confident in their purchases. The number of capacities and outlets for video communication make it a valuable resource for companies no matter how they choose to employ its use.

There are some enterprise video portals that are more beneficial to corporate deployments than others, though. These resources are the ones that garner the most attention, gain greater support or increase return on investment more significantly than others. Identifying these outlets is the first step in improving overall operations. As The Globe and Mail stated, one of these solutions is through a tutorial deployment.

Adding depth to products and services
The source wrote that a recent study by comScore showed that more consumers than ever are using enterprise video tools at home and at work. According to the research, more than 90 percent of study respondents are using video assets to gain a better understanding of business products and services, be it for personal consumption or as a way to gain more insight into internal operations and external offerings alike. This means a drastic boost in audience for corporations of all kinds, a sign that companies should be moving their focus from general announcement or idea videos to more targeted tutorials. As one of the most effective sales tools online and often in-store, due to the growing proliferation of tablets and smartphones with video interfaces, organizations that fail to add in-store kiosks or online video tutorials may lose out on customers that aren’t sure whether they really trust a product.

Tutorials and testimonials help organizations cement the validity and trustworthiness of their offerings. The Globe and Mail wrote that online services such as TripAdvisor and Yelp have gained major followings due to the ability of real people to leave their feedback on a certain business or product. This in turn gives other consumers a greater sense of trust and knowledge about an entity before shopping there or contacting a firm. Most people are attracted to written testimonials for much the same reason as video communication tutorials – they believe that the speaker is a person just like them giving an honest recounting of their experiences with no vested interest in the organization or product they’re pitching. While some companies may rely on actors or scripted interviews, the power of a regular person, professional buyer or other relatable voice and face through enterprise video solutions can make people much more willing to invest in a business’s offerings.

Focusing on quality over quantity
The Huffington Post wrote that the power of these messages will likely continue to grow as video communication continues to become more popular in the consumer and corporate world. The source wrote that business entities will be especially influenced by the rise of video, with many more companies flocking to this outlet for the opportunity to communicate their messages more clearly. A Gartner report forecast that the amount of video usage will likely increase by 200 percent annually between now and 2016, resulting in larger organizations streaming more than 16 hours of corporate content on a daily basis.

Due to the mounting volume of information and the need to keep all these communications in order, businesses are taking a much harder look at their enterprise video platforms and portals. Leaders need to ensure that the messages they’re creating are accessible to all personnel and external contacts, whether these are training modules, branding data, product tutorials or customer testimonials. While some organizations may not look much further than the content they’re putting into a video, there are a number of other elements that should be considered, including delivery, security and multi-device support.

One of the most important steps for businesses looking to get invested in video communication or trying to revamp their existing infrastructure should be to establish a solid video strategy, the Post stated. Understanding the various factors that go into creating a quality enterprise video communication before embarking on these endeavors means studying how videos are viewed, who sees them and what sort of resources to offer them that encourage action at the end of a recording. Businesses will need to accommodate even more daily feedback from these transmissions, and with more departments requiring access to video, metrics and other assets regarding the reception of these communications, organizations need to understand that the impact of video tools is far more expansive than just what varieties to deploy that will encourage more sales.