In recent years, we’ve seen a dramatic rise in popularity of online video. Earlier this year, comScore reported that Americans watched 11.5 billion online videos in the month of March alone. However, despite the perception that this number mainly illustrates the growing interest in user generated video, it is actually professionally produced content that is proving to be the most popular.
In a study by online media and technology company Burst Media, 72.1 percent of respondents view online video content, with 58.8 percent reporting that they watch at least once a week. Interestingly, just 15.4 percent of respondents for the Burst study reported being interested in home/user generated video. In contrast, almost half, 44.4 percent, said they were most interested in news clips.
With the way people view information online changing, so is the way companies communicate with their customers. To help companies do that, we’ve teamed up with leading digital media production and content management company Digital Citizen Media to provide professional video tools to our members for their corporate communications needs.
Under our new partnership, Business Wire members can use Digital Citizen to create, produce and manage video content to use in Business Wire Smart News Releases, Video Annual Reports (VARs), Corporate Profiles and other forms of corporate communication. Corporate video can be a particularly good investment because footage can often be repurposed for a variety of other uses, including training videos, Web site videos and b-roll.
What’s your view on corporate online videos? Do you think it’s a good channel for companies to communicate with their audiences?