As one of the world's biggest video platforms, Vimeo has a unique perspective on how enterprise businesses are leveraging video. While many might guess that marketing is a significant use case (and they'd be right), we've also seen notable trends emerge regarding how large organizations drive results across the business — including employee engagement, training and development, international growth, customer service, and more.
Let's take a look at some of them now.
Trend 1: Leveling up internal teams
Leveraging video for training and development.
Whether it’s onboarding new employees or helping to develop and grow existing ones, providing an engaging learning experience is essential to large organizations.
LinkedIn's 2024 Workplace Learning Report found that companies with a strong learning culture saw a 57% increase in employee retention. That increase in retention can have massive financial and operational benefits, particularly for global organizations with tens of thousands of employees. Yet many enterprises need help to deliver: according to research from Gartner, just 45% of employees say that the learning their organization provides is relevant to them.
Many large-scale businesses like Starbucks, Axalta, and Stellantis have found that video solves this challenge. Video learning content allows their employees to effectively "choose their own adventure" for learning and development — ultimately increasing engagement, effectiveness, and retention. Best of all, it's easy to keep updated and it’s more cost-efficient than traditional on-site training programming, especially for organizations with multiple locations or a hybrid/remote workforce.
Want to learn more?
Learn how to embrace video to create a more personal and inspiring onboarding process with our guide "Reimagine Remote Onboarding."
Trend 2: Doubling down on employee engagement
Informing and inspiring teams with video.
Another recurring theme we're seeing is the increased emphasis on employee engagement. When employees are disengaged, it can cost you money. According to 2023 research from McKinsey, the estimated cost of employee disengagement at a median-size S&P 500 company is $228 million per year.
With more people than ever working remotely, companies must adapt their internal communications strategy and how they communicate with their teams, regardless of location. In video-centric organizations, employees were 75% more likely to say they experienced "excellent" employee engagement.
Internal communications teams at large organizations like Rite-Aid, Paychex, and Wise use video to inform and inspire their employees, reinforcing their company's vision and providing employees with the knowledge and encouragement they crave to grow and succeed.
Interested in how to get started?
It may sound simple, but live streaming your company-wide meetings is cost-effective and helps your employees feel more connected and engaged. Find out how to get started with our guide "How to Stream Your Town Hall Meeting" today!
Trend 3: Brand alchemy
Building your brand beyond the logo.
Video is a highly effective tool to build brand awareness and loyalty. According to the 2023 SaaS Marketing Report from Insivia, 88% of consumers stated that "seeing a brand's video influenced them to purchase a good or service."
But building a brand goes beyond just influencing a sale. From customer testimonials to behind-the-scenes content to Q&A sessions, brands are using video more than ever to communicate their values and develop a personal, face-to-face connection with their customers.
Today's businesses understand that long-term growth and sustainable success depend on customer relationships. By keeping customers engaged before and after the purchase, companies ensure that those customers return repeatedly.
Honorable mentions
In addition to the three key trends noted above, we've also seen a lot of interest in how to create a more diversified video strategy that uses the power of YouTube in ways that don't impact brand, revenue, or security as well as the incredible momentum AI has had in the video industry as a whole during 2024.
As we close out our 20th year of providing reliable, high-quality video services to our customers and filmmakers, we thank you for your continued support and look forward to the exciting things 2025 will bring!
What are emerging video marketing trends?
Emerging video marketing trends are rapidly evolving, with short-form video dominating platforms like TikTok and Instagram Reels. Digestible and engaging short videos for on-the-go consumers are becoming more and more popular.
AI-powered tools from Vimeo are streamlining video creation and personalization, making sophisticated content more accessible. Shoppable video capabilities are blurring the lines between entertaining content and commerce, while augmented and virtual reality offer more immersive brand experiences than ever before.
Ready to take your brand to the next level? Download Vimeo's "Video Marketing Handbook" and learn how to build a video-first strategy that builds trust and produces successful content — without sacrificing precious time and energy.
