Everyday organizations of all types are choosing video as the medium of choice to communicate their message and allow it to spread far and wide. The use and application of video is so practical that almost every department can utilize its broad offering. Companies in the collaborative economy space, have found this medium particularly useful when educating their enormous workforce as an easy to consume format.
Putting up videos online on platforms such as YouTube and Vimeo is not new. Creating branded video experiences with full analytics capabilities, and privacy controls that would satisfy most IT departments, kind of is. The saying goes,'to keep a video truly private, keep it off YouTube' because there is no truly real way to have a video be private on YouTube. For some companies this is not a problem and can potentially be a huge benefit. However, for companies looking to create fully integratable video to allow for lead generation and nurturing, it's another story.
One of the biggest benefits that video provides is a deep understanding of viewers engagement level and completion rates. Sure, with text some of this capability is offered as well and every day technology advances further along to understand reader's patterns. The difference is, it is much harder to encourage a provider of service through the sharing economy to read a lengthy documents, since as you know they are not technically employees.
Thus, video provides an easily digestible format that even a non-employee will take and watch it's snackable bites of content. Collaborative economy businesses have the most to lose from underutilizing this medium and the education opportunity it provides. One of the biggest problems of this business model is the inability to get all 'employees' of the company on the same page to provide a consistent experience to customers and guests. Streaming video allows company best practices to be streaming across regions, geographies and time zones to allow for a fluid user experience for the drivers who in turn take care of the customers of the platform. Since too many variables exist in untrained masses of users and providers that collaborative economy platform has given rise to, a video style workforce education seems like the most natural fit.
Dynamic video has widespread use and in many cases supports multiple strategic initiatives. The user-experience format of video, with its quick and easy processing information abilities, allows companies to carry on a continuous conversation with their users by having laser precise knowledge about what peaks their interest and what doesn't. Video accelerates communication through sharing customer interviews or commonly asked questions and fosters collaboration internally for a congruent workforce to be reckoned with for competitors.
In-video business applications is abound. From customer journey to lead conversion, an enormous amount of touch points exists at which the viewer is able to be engaged, captured and lead along to desired experience. In the case of Uber, its educational videos for drivers serve as a double purpose, demonstrating best practices to the already signed up viewers and as a recruiting lead capturing tool for potential talent.
Opportunities to understand customers, upsell, and generate an additional source of revenue are other perks of video that are still not fully realized by most organizations, but are standing by for those willing to embark on journey of exploring it. Never before have you been able to employ this rich medium format with such low technical know-how and accessibility, fully integratable range for platforms and properties, with this level of astute analytics and seamless distribution of in-video paths. To compete at the pace of growth across geographies and time zones for even an Uber, get ready for video to undertake the task of providing turnkey solutions at every turn.