In the Third Wave of Digital Transformation, Enterprises Turn to Video Content to Empower Storytellers and Build Authentic Human Connections
Socialive, the self-serve video content creation platform for the enterprise, today shared 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. Decades ago, in the first wave of digital transformation, enterprises began to embrace the internet and digitize business processes to boost efficiency and reduce costs. As the use of technology to solve business problems became predominant, enterprises started to create their own software. Today, nearly every company has become a software company, as predicted in 2011 by Marc Andreessen, who boldly claimed that “software is eating the world.” In the next wave of Enterprise Video Transformation, which is already well underway, every company will become a media company, embracing technology to create video content as a means of storytelling and communication across core audiences to build human connections and drive business value.
“We envision a world in which any business professional can become their own video creator, regardless of their technical expertise,” said David Moricca, founder and CEO of Socialive. “By democratizing the art of video creation through technology, anyone will be able to produce the video content they need, in less time and without sacrificing quality. In the consumer realm, social media platforms like YouTube, Instagram and TikTok have sparked a massive shift in how individuals create and engage with video content. We’re seeing a similar evolution in the enterprise towards video as a means of storytelling and communication. Until now, enterprises have lacked the technology by which to easily create video content in a way that is high quality and relevant for their audiences.”
Authentic Storytelling: The Future of Enterprise Video
Information sharing and communication technologies have advanced rapidly over the last several decades. Email was one of the first digital communication channels to rise to prominence, offering an asynchronous means by which to more quickly and effectively connect with others. In recent years, collaboration tools such as Slack, Microsoft Teams and Google Chat became the prevailing means of business communication, offering semi-synchronous, or near-real-time, connections. As shelter-in-place policies went into effect during the COVID-19 pandemic, businesses underwent rapid adoption of video conferencing tools like Zoom, Google Meet and Webex for synchronous, real-time communication. However, concerns around video conferencing fatigue are rising, with recent research finding that nearly half of remote workers have experienced a high degree of exhaustion as a result of numerous daily video calls.
Moricca continued, “We’ve mastered the technology required for fast and personal communication with email, collaboration and video conferencing tools. Despite these digital infrastructure achievements, many enterprises still struggle to engage their audiences in fresh, dynamic ways. The next stage of communication in the enterprise will be centered around telling better, more authentic stories and empowering more voices from across the organization. Historically, media companies have been the primary drivers of this style of communication, which is now propelling every enterprise to become their own media company. To deliver better stories at the enterprise level, businesses must equip their storytellers and make it easier to deliver high-caliber video content at scale.”
Self-serve Technology Offers a Path Forward
Video is now the preferred channel for enterprises to engage with customers and employees. However, producing high-quality videos at scale is challenging, because companies often lack budget, expertise and bandwidth. Until recently, the vast majority of technology solutions for enterprise video have focused on hosting, managing and distributing video created through traditional production and post-production tools. Since traditional video production methods require significant travel and production expenses, video is often reserved for only mission-critical initiatives involving senior executives.
“Socialive is ushering in a new era of video content creation, in which businesses can use video to amplify diverse voices across the organization, not just the C-suite,” said Moricca. “Our aim is to democratize video content creation and make it accessible to the masses, so that video professionals and everyday business users alike can produce high-quality video anywhere, anytime and from any device—all from a single, easy-to-use platform. We believe that everyone has a story to tell; by lowering the barrier to entry for video creation, companies can empower more people to tell their unique stories.”
Announced in tandem with the company’s vision for Enterprise Video Transformation, Socialive today announced the findings of its 2021 State of Enterprise Video: Creation, Broadcasting, Distribution report. The company also unveiled the next-generation Socialive platform, offering enterprises and high-growth companies a unified platform to create, broadcast and distribute studio-quality video content.
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