3 min read
Customer Education has a problem.
Not only is the job of customer enablement tough to begin with, but those very customers are increasingly demanding one thing: Video.
This isn't just a trend. It's a seismic shift in how SaaS companies educate and engage with their customers.
We can talk your ear off about the whole "TikTok-ification" of it all and how attention spans have shrunk and people don't just crave--they expect video...blah blah blah.
"Where's the proof?" you might be asking.
Well, buckle up, buttercup.
Video is a Big Deal for customer enablement
According to recent surveys of SaaS Customer Success and Education leaders, a whopping 56% of customers now prefer video over reading.
But it's not just about preference; it's about results.
93% of those leaders believe that video is essential to customer acquisition and retention.
One of our customers, a director of customer education at a large, well-known cloud company recently told us,
Customers have an insatiable thirst for videos.
Customers are looking for quick and engaging ways to learn about products and services. You know, because of the whole "TikTok-ification" thing mentioned above.
Human beings are practically swimming in video at all times. It's only logical that they'd transfer the expectation of video entertainment over to video e-learning.
Video has become the go-to medium for customer enablement, offering a dynamic and visual way to communicate complex ideas and concepts.
Gone are the days of solely in-person trainings or providing only written documentation. The rise of video in customer enablement represents a fundamental shift in how companies interact with their customers.
Customers expect more—they want videos that are informative, engaging, and easy to digest. By embracing video, you can meet these expectations and provide a superior customer experience that sets you apart from the competition.
It's urgent to meet customer demand for how-to videos
The demand for video content in the SaaS industry is growing at an unprecedented rate, and companies that fail to adapt risk falling behind.
Customers are not just asking for video—they're demanding it. Remember those SaaS leaders we surveyed? 60% of them believe that the best benefit of video is self-service customer support.
This means that by providing informative and helpful videos, you can empower your customers to solve their own problems and reduce the burden on your support team.
The time to start producing videos is now. Otherwise, your users are going to get fed up with the lack of engaging customer enablement materials and give up trying to figure out your software.
Outdated videos have a negative impact on customer experience
Imagine a customer watching a tutorial video only to find that something as simple as a color or icon has changed. Or even something complex like the entire dashboard or feature has been redone.
Brace yourself: the calls are coming.
Inaccurate videos lead to confusion, frustration, and ultimately, a poor user experience. Customers who encounter outdated videos may become, at best, confused, and at worst, frustrated and ready to leave.
Plus, customers unaware of the latest offerings may miss out on key functionalities that could enhance their experience with the product (and encourage them to expand their deal).
Outdated videos can also damage a company's reputation. "If they can't even keep their basic videos updated, what other balls are they dropping?" It can led to the perception of an unprofessional or unreliable brand, deterring existing and potential customers from doing business with the company in the future.
Video production is a challenge, though
It's all well and good to say "hey make a bunch of videos! And make sure they're up-to-date!"
But the actual making of them? Pretty challenging, actually.
Keeping up with the demand for video content is easier said than done. 48% of those SaaS leaders said that it takes a full 8-hour day (assuming it's dedicated solely to the task) to make a single 3-minute video.
And that's not all-- many of those videos must be created by their internal subject matter experts, which means their time is taken away from other, more strategic responsibilities.
Then add in the rapid pace of software updates and changes? Those painstakingly-made videos quickly become outdated. This not only creates a poor user experience but also undermines the effectiveness of the content.
If you want to ensure quality customer enablement, this means constantly re-recording and updating videos to ensure they remain accurate and relevant.
Manual video production is time-consuming and expensive. It often involves hiring videographers, editors, and other production staff, which can quickly eat into a company's budget.
Another challenge is the sheer volume of videos that need to be produced and updated. The demand, after all, is insatiable.
With multiple languages and a wide range of product tutorials to cover, keeping up with the demand is understandably overwhelming.
Finding a solution that addresses these challenges is crucial.
5. The Urgency of Action
Companies that fail to adapt to this video-first world risk falling behind and losing out on valuable opportunities.
The demand for video content is only going to increase. Companies that can't keep up will get left in the dust.
By taking action now and embracing video in their customer enablement strategies, companies can stay ahead of the competition and provide a superior experience for their users.
Doing this all manually, though, is a recipe for disaster.
Fortunately, there's Videate.
Videate uses AI and automation to remove the need for manual video editing. Simply write a script, add tags for things like mouse movements, highlights, and other effects or actions, and then render the video. Videate automatically records the screen with animations and add text to speech voiceover.
Videate’s AI video creator and automation takes on the monotonous, boring stuff so your team can focus on more strategic work:
- Automate manual processes like screen recording
- Free up calendars typically filled with "recording" and "editing" time blocks
- Increase product coverage with more videos
- Keep your software training videos up to date
Want to see how Videate can transform your video library? Get a demo!
