New analysis from SaaS video platform SundaySky examines rising traits in how companies create and use video at the moment. The agency’s new The Pulse On Skilled Video survey and analysis report reveals that companies lag behind in adopting know-how for video creation, with the bulk (59 p.c) relying solely on people-based sources akin to in-house specialists in addition to exterior businesses, consultants and freelancers.
Whereas companies use movies in myriad methods, together with reaching prospects, onboarding and educating clients and/or participating workers, their emphasis on conventional video manufacturing strategies as a substitute of know-how creates challenges for scaling video creation, delivering personalised movies, and updating content material over time. Consequently, 95 p.c of companies face limitations to increasing their use of video.
“Our analysis reveals know-how is severely underutilized by companies creating and personalizing movies,” stated Mark Tack, CMO of SundaySky, in a information launch. “As companies face difficult market circumstances that demand larger scrutiny on how each greenback is spent, legacy manufacturing fashions and instruments now not reduce it. The necessity to embrace modernized know-how that makes video creation extra environment friendly and scalable has by no means been extra pressing.”
Key findings embody:
Movies comprise a good portion of budgets, and but, it’s nonetheless too pricey to do extra with video
Whereas firms are likely to spend much less throughout instances of uncertainty, video has remained a high precedence in the course of the pandemic and continues to command a large share of spend. For companies already doing skilled video, almost one-third (31 p.c) of a gaggle’s annual funds is devoted to video, on common. Regardless of excessive spending on video manufacturing, the survey additionally discovered that firms establish price because the primary barrier to personalizing, updating and doing extra with video general.
Personalization will not be but the norm, however can be quickly, spurred by creatives
Over half (55 p.c) of companies don’t personalize movies, however the tipping level is quick approaching. Creatives are 47 p.c extra seemingly than entrepreneurs to be doing one-to-one personalization.
Video is significant to each buyer and worker experiences
Sixty-five p.c (65 p.c) of companies use movies for customer support, carefully adopted by worker communications (61 p.c). Whereas use of Zoom and different video conferencing platforms skyrocketed within the pandemic-driven period of distant work, professionally produced movies—together with movement graphics, animation, stay motion and laptop display screen recordings—additionally gained important traction to interact workers and keep connections within the absence of in-office interactions.
Alternative to modernize video manufacturing stays sizable
Practically 3 in 5 (59 p.c) of companies rely completely on inside and exterior individuals sources to create movies, whereas the remaining 41 p.c use know-how akin to templates and help in video creation software program. Medium-sized companies are 30 p.c extra seemingly than giant enterprises to modernize their video manufacturing processes by utilizing templates and software program.
SundaySky commissioned CITE Analysis, a number one market analysis agency, to survey 570 professionals (on the supervisor to government stage) throughout a variety of industries within the U.S. All respondents have accountability to include skilled video content material into their advertising and marketing, buyer care or communications methods.