As digital continues to transform the business world, video is shifting to the center of content and communications. In Sham Kabani’s Forbes article on the Top 5 Digital Trends for 2014, video is at the center of several of the trends, and woven into the ramifications of others.
1. Identity-based ecosystem
Kabani says we all have an innate need to express ourselves, and that this drives social media even more than connecting does. Video is the next level in self-expression. We’re seeing it in companies worldwide – they desire to share their personality and their personal projects as much as information. We can expect to see video’s use accelerate for employees, driven by this trend.
2. Content curation and aggregation
Some of the newest and hottest social media tools (Pinterest, Quora) are more about organizing content than creating it. Video stands to gain the most from curation, because of its linear consumption model: it takes more time to watch a video than skim an album of pictures (or a PowerPoint). There are new tools like Speech Search that are closing this gap. This is especially valuable for business training assets and other forms of video knowledge transfer within corporations.
3. Video = device agnostic
Video is no longer bound to a device. It is consumed like any other document – at home, on the train, at a restaurant. Enterprises are scrambling to make this possible for their employees with multi-device mobile strategies that are BYOD-friendly.
4. The 4 screen revolution
This is like #3, with all screens in play at any one time. Kabani’s example is last year’s Superbowl, where a person might have been watching on TV, catching up with work on their laptop, tweeting on a tablet and texting on their phone. I count 5 screens in my office. Picture the CEO’s live webcast replacing the Superbowl above, and the experience would be very similar at work.
5. Social literacy skills required
Adapting personally and organizationally to these changes are key factors for success. It’s a new world out there! Personally, a key business skill is being camera-ready. That’s not just how you look – it’s how you speak over a screen capture of a Prezi or PowerPoint presentation.
Organizationally, Kabani talks about authenticity as a key skill. Video is by its very nature authentic. It’s much harder to misrepresent yourself or your intent on a video than in an email or tweet.
Digital’s impact on business is accelerating – we all can feel it happening. Video is at the center of these changes. Are you and your company ready for it?