Video in the C-Suite: Why your company needs to be in front of the camera

Uncategorized Posted Oct 22, 2012 by chenpr

It’s no secret that the Internet will soon be – if it’s not already – dominated by photos and video. Sites and applications like Pinterest, Instagram, and YouTube are surging to the forefront of the battle for the top spot on the social media hierarchy. This dominance of visual content isn’t reserved solely for people making videos of their funny cat or instagramming pictures of froyo – there is a strong place for video content in the C-Suite.

I recently dug up a study done by Forbes Insight in association with Google called “Video in the C-Suite: Executives Embrace the Non-Text Web.” In the study, more than 300 C-level and senior executives at U.S. companies making more than $500 million in annual revenue were surveyed about how they use video as a source of business-related information. The results drive the point home that the future is video and it is a resource that should be fully embraced by marketers and PR pros.
Here is a quick recap of the results:

• More than 80% of the C-Suite said they are watching more online video now, than they did a year ago.
• 75% of executives surveyed said they watch relevant video on business-related websites at least weekly, 52% do so on YouTube.
• Now this one is important – 65% of those surveyed have visited a vendor’s website after watching video – even better, young execs are more likely to make a purchase or call a vendor in response to video content.
• Two-thirds of senior executives notice banner ads alongside the videos they watch.
• 68% of the surveyed executives said they are comfortable watching in-stream advertising.
• 54% of senior executives share work-related videos with colleagues at least weekly and 47% said they post the videos on “networking” sites at least weekly.

Not only are business-related videos reaching the C-Suite, these senior executives are acting in response to the content. It’s not only driving them down the purchase path, but also inspiring the C-Suite to share your company’s content, circulating your brand’s name and content through relevant channels. This domino effect resulting from relevant, useful content should be a flashing red sign with fireworks going off in the background to any marketers or PR pros that have yet to incorporate video content into their strategic planning. It’s the way of the future people – time to embrace it.

Read the full article from Forbes Insight here.