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.”

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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%).

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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.

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