New analysis from SaaS video platform SundaySky examines rising tendencies in how companies create and use video in the present day. The agency’s new The Pulse On Skilled Video survey and analysis report exhibits that companies lag behind in adopting expertise for video creation, with the bulk (59 %) relying solely on people-based assets comparable 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 prospects and/or partaking staff, their emphasis on conventional video manufacturing strategies as a substitute of expertise creates challenges for scaling video creation, delivering personalised movies, and updating content material over time. Consequently, 95 % of companies face obstacles to increasing their use of video.
“Our analysis reveals expertise is severely underutilized by companies creating and personalizing movies,” mentioned 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 not lower it. The necessity to embrace modernized expertise 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 expensive to do extra with video
Whereas corporations are inclined to spend much less throughout occasions 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, practically one-third (31 %) of a bunch’s annual funds is devoted to video, on common. Regardless of excessive spending on video manufacturing, the survey additionally discovered that corporations establish price because the primary barrier to personalizing, updating and doing extra with video general.
Personalization is just not but the norm, however can be quickly, spurred by creatives
Over half (55 %) of companies don’t personalize movies, however the tipping level is quick approaching. Creatives are 47 % extra possible than entrepreneurs to be doing one-to-one personalization.
Video is significant to each buyer and worker experiences
Sixty-five % (65 %) of companies use movies for customer support, carefully adopted by worker communications (61 %). 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, dwell motion and laptop display screen recordings—additionally gained important traction to interact staff and keep connections within the absence of in-office interactions.
Alternative to modernize video manufacturing stays sizable
Practically 3 in 5 (59 %) of companies rely solely on inner and exterior individuals assets to create movies, whereas the remaining 41 % use expertise comparable to templates and help in video creation software program. Medium-sized companies are 30 % extra possible than giant enterprises to modernize their video manufacturing processes through the use of templates and software program.
Obtain the complete report right here.
SundaySky commissioned CITE Analysis, a number one market analysis agency, to survey 570 professionals (on the supervisor to govt degree) throughout a spread of industries within the U.S. All respondents have duty to include skilled video content material into their advertising and marketing, buyer care or communications methods.
