Survey: 88% of Enterprises Expect Video Content Output to Increase in 2022 to Meet Company-wide Demand, 83% Want Video Creation to Be Democratized

Socialive, the self-serve video content creation platform for the enterprise, today announced results from the 2021 State of Enterprise Video: Creation, Broadcasting, Distribution study, revealing that 84% of enterprises experienced increased demand for video content in the past year. The majority (87%) of respondents also say their organizations plan to make changes to decrease the impact of virtual meeting fatigue in the next 12 months, with 50% of enterprises planning to decrease meeting fatigue by producing higher quality and more engaging video content to replace certain meetings. With the majority struggling to keep up with the demand for video content, respondents expressed strong interest (83%) in self-serve video technology to support the creation of new videos. Conducted in September 2021, the survey of more than 600 enterprise professionals across marketing, HR and video services departments shows that use cases for video are rapidly multiplying, enabling businesses to reach wider audiences, improve customer engagement, support learning and development, recruit and retain employees, and sell more products and services.

"If the past year has proven anything for businesses, it's that they must be intentionally dynamic to adapt and stay competitive in today's volatile market. The move to remote and hybrid work has inspired many companies to find new ways to engage their core audiences of customers, prospects, partners and employees?or risk falling behind," said David Moricca, founder and CEO of Socialive. "As our latest research underscores, video is quickly becoming the new standard for enterprise storytelling and communication, which has led to a surge in video creation across departments."

Pandemic Prompts Enterprises to Embrace Video Across Departments

The vast majority (84%) of surveyed businesses report their company's video content output increased in the last year, with one in four respondents citing a significant increase. Enterprises show no signs of slowing down the pace of video content creation in the year ahead; 88% of respondents anticipate their company's video output to increase in the next 12 months. To accommodate growing demand, most respondents (82%) expect to see some increase in their organization's budget for video content creation, broadcasting and distribution in 2022.

• When asked which team within their company is the main creator of video content, respondents cited the following as the top three: internal video services or production teams (34%), followed by marketing teams (29%) and creative teams (19%).
• Some departments are also more likely to use video than others. Fifty-nine percent of respondents report that marketing teams are using video most often, followed by sales (39%), customer success (36%) and HR (32%).
• When asked what benefits their company has seen from using video content, 58% of respondents said video helped them reach wider audiences. Additional reported benefits of video include:
  • Improving remote workforce engagement (52%),
  • Improving their ability to train staff quickly (48%),
  • Enabling their company to sell products or services more effectively (41%).

As the Demand for Video Content Increases, Challenges Emerge

More than half (55%) of respondents cited that it has been challenging for their organizations to create, broadcast and distribute video content with a remote or hybrid workforce. Thirty-seven percent of respondents cited time constraints as the biggest limiting factor to creating, broadcasting and distributing video content, followed by budget constraints (36%) and bandwidth limitations (25%). Additionally, nearly three in five respondents reported that they are often overwhelmed by having to use so many different technologies to create, broadcast and distribute video content.

Alternatives Sought to Video Conferencing Tools That Cause Meeting Fatigue and Shorten Attention Spans

Ninety-three percent of surveyed businesses have used standard video conferencing tools for virtual events in the past 12 months. However, nearly half of respondents (42%) only experienced moderate engagement throughout the event. Twenty-nine percent of respondents also reported that these events received higher engagement at first, with attention dropping off over the course of the video event.

A potential cause of diminishing engagement for virtual events is the rise of "virtual meeting fatigue," which is characterized by tiredness, worry or burnout associated with the use of virtual platforms of communication, particularly video conferencing tools. One study suggests that nearly half of remote workers have experienced a high degree of exhaustion as a direct result of numerous daily video calls.

The majority (87%) of respondents said their organizations plan to make changes to decrease the impact of virtual meeting fatigue in the next 12 months.

• To address this fatigue, half of respondents say their organization plans to produce higher quality and more engaging video content to replace certain meetings.
• This is followed by reducing the length of virtual meetings (45%) and reducing the overall volume of virtual meetings (36%).

Democratizing Video Content Creation With Self-Serve Technology

The research found that there is a strong enterprise interest in self-serve video content creation technology. In fact, the majority (83%) of respondents believe their company would create more video content if technology made it possible for anyone to more easily create video content without requiring prior video expertise.

Moricca continued, "Traditional video content creation, broadcasting and distribution have required a large number of disparate, expensive tools, specialized skills and extensive planning. As the demand for new video content increases, many enterprises are seeking out new ways to ease the burden and enable more individuals to become their own video producers. At Socialive, we believe that any business professional can become their own video creator, regardless of their technical expertise."

Key Findings from Marketing Professional Respondents

• The vast majority (94%) of enterprise marketers see video as an effective tool to engage external audiences such as customers, prospects and partners.
• Common use cases for marketing video content include communicating with existing customers (65%), engaging with audiences on social media (55%) and supporting events (49%).
• Marketers face high volumes of video content requests, with many teams creating new video content monthly (85%), weekly (40%) or daily (17%).
• Marketers are prioritizing ways to improve their time to market for video content (53%), increase their overall output of video content (44%) and increase engagement (42%).

Key Findings from HR Professional Respondents

• Almost all HR teams (93%) see video content as an effective tool to engage employees.
• The top enterprise use case for HR video content is employee learning and development, as cited by 72% of respondents.
• Eighty-five percent of HR teams expressed interest in using more video content to showcase and empower diverse voices throughout their organizations.
• Similar to marketers, HR professionals are also creating high volumes of new video content, with teams creating new video content monthly (82%), weekly (42%) or daily (10%).
• When asked their top video priorities for the next year, half of HR professionals cited improving the quality of an event experience, followed by increasing interactions or engagement across channels with video (45%) and creating better experiences for their audience (42%).

Key Findings from Video Services Professional Respondents

• Nearly four in five video services professionals stated that the amount of videos their team is required to produce has increased in the past 12 months.
• Ninety-five percent of video services professionals report they are at or over their work capacity, with 17% of respondents stating they are significantly over capacity.
• The top limiting factors for video services professionals to create new content include the time required to deliver high-quality video content (35%), having to use multiple, disparate solutions (33%), being asked to create more video content than ever (31%) and the challenges posed by producing high-quality video with remote talent (29%).
• In the year ahead, video services teams plan to prioritize increasing overall video content output and simplifying their tech stack for video projects.

In tandem with the 2021 State of Enterprise Video: Creation, Broadcasting, Distribution report, Socialive unveiled its vision for Enterprise Video Transformation, a third wave of digital transformation characterized by the ubiquitous use of video for storytelling and audience communication in the enterprise. The company also announced the next-generation Socialive platform featuring its industry-first Dual Recording Technologytm, which unifies live broadcasting and studio-quality remote recordings to democratize video content creation.

To learn more, view the full report and infographic.

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About Socialive

Socialive powers self-serve video content creation for the enterprise. It's the fastest, easiest way to create, broadcast and distribute unlimited live and on-demand videos with studio quality. The Socialive platform puts intuitive, professional-grade video production workflows into the hands of content producers and everyday business users, lowering the barrier to entry and increasing employee-created video output. Videos enable brands to connect with people in fresh, dynamic ways but it's hard to produce great videos at scale while maintaining brand standards?budget, team capacity and internal expertise can be in short supply. Just-in-time production with Socialive unlocks use cases for video that build human connections through relatable content, turning video into a powerful engagement channel for employee, customer and partner communities to strengthen brand loyalty and company culture. Socialive's Studio in the Cloudtm and integrated Virtual Green Room preserve the authenticity of live video while streamlining the end-to-end process from creation to delivery, consolidating the number of tools traditionally required for video production. Mobile friendly and simple to use, Socialive helps bring together diverse people and perspectives to amplify voices distributed across organizations and geographies. The platform's industry-first remote recording capability captures high-quality video anywhere from any device with full enterprise-grade control. Leading enterprises and high-growth companies including Charles Schwab, Deloitte, Nike, Oracle, TikTok, The New York Times, Walmart and Zendesk use Socialive to drive business value through better, more frequent video creation. Meet the Moment With Video.tm