Cisco Blogs

Are You Leveraging Video to Communicate with an Impact?

July 6, 2016 - 1 Comment

In today’s fast-paced world, staying connected is really important. With all the smart devices people have at their disposal, it seems we would be more connected than ever. But meaningful face-to-face interactions are actually becoming less frequent as a result of electronic communication. There is an entire element of human interaction that is lost using email, texting, social media tools and even telephone calls. Body language is especially critical when you are building relationships with other people. To further emphasize this point, according to Professor Albert Mehrabian in his book Silent Messages, more than half of communication actually takes place through body and facial expressions (Forbes).  Actually seeing the person you are communicating to and hearing the inflection of their voice provides an entirely different vantage point to a conversation. This isn’t available with one-dimensional communication. That means much of what you are communicating using these electronic devices is open to MISINTERPRETATION which can cause problems and confusion.

Since we are all traveling, working from home more often and collaborating with more global stakeholders than ever, face to face meetings are becoming more difficult to arrange and expensive if travel is involved. Leveraging video can help remedy this situation and provide that missing human element of communication.

Here are some ways YOU can use video to improve your overall communication with customers, co-workers and other stakeholders.

  • Host meetings via an online conferencing application like Webex. Online conferencing is revolutionizing our ability to collaborate with remote workers and customers. Not only can you have more effective one on one conversations but you can now meet with multiple people at once, share documents live, collaborate via whiteboards for brainstorming and view video feeds so you can see the people you are meeting with. These type of applications allow more people to work productively from home while maintaining/building relationships with stakeholders. Over two thirds (2/3) employers report increased productivity from their home based employees (Forbes). Providing the right video collaboration tools to remote workers not only helps keep them connected but also ensures maximum work levels. This seems to be catching on as the video conferencing market is expected to reach $36B by 2018, up 227% from 2015 (BlueJeans).


  • Find talent using video. According to PGI, 66% of candidates say they prefer to use video during the interview process. So video-conferencing can provide a quick and cost effective meeting venue for both HR and candidates. This is especially important when travel is required for remote candidates. Introducing the face to face meeting earlier on in the interviewing can streamline the interviewing process by pairing down your candidate pool more quickly without added cost or time investment.


  • Eliminate or reduce travel expenses by using video instead. Businesses using video conferencing see a 30% reduction in travel costs according to PGI. So the next time you are dialing up your travel agent, consider instead whether you could host a videoconference and be just as effective. Not only will you cut travel expenses, but you’ll save valuable time.


  • Use video when advertising online. More people are accessing video via social media. It’s an effective, concise way to communicate and sell an idea, product or service. Video advertisement spending in the U.S. is expected to grow 28.5% this year to $9.84 billion, according to eMarketer. Companies like Google and Facebook are already realizing this boom. Some 100 million hours of video are watched daily on Facebook feeds, according to the company, and live videos were recently introduced there as well.


  • Demonstrate your product or service using video. Doing a live face to face demonstration is always preferable for the customer so they can ask questions. But videotaping a demo can provide a scalable way to educate and inform your prospects and customers if a face to face demo isn’t an option. VOD (Video on Demand) sessions are cost-effective communication options when you have a large audience to reach and a concise message to convey. Amplify the viewership of your VOD’s by placing them on social media to reach an expanded group of prospects.

There are many other ways to leverage video in our day to day communications but these are some good suggestions to get you started. If you are only using one-dimensional communication methods, you are limiting your effectiveness and reach. With affordable video and conferencing solutions now available to everyone, there’s no excuse for not making video part of your day to day routine.  How are YOU using Video to communicate more effectively?

Learn more about Cisco video/collaboration/TelePresence solutions here. Cisco Partners also have a wide variety of selling resources and tools available in Sales Connect to help guide partners through the video collaboration selling motion and change the conversations they are having with customers. The time is now to get YOUR share of the video collaboration market!

In an effort to keep conversations fresh, Cisco Blogs closes comments after 60 days. Please visit the Cisco Blogs hub page for the latest content.


  1. There is no doubt that "Video" delivery is a powerful communication tool. Excellent Tips.