By Claire West
Research from web TV agency BroadView into online communications of FTSE 100 organisations shows that about a third don’t appear to have any web video on their corporate sites. Strikingly, of the 68% who do feature videos online, most content was standard webcasting of investor briefings.
“This research shows that most large British companies are behind the curve in digital communications,” said Stuart Maister, managing director of BroadView. “Investor webcasts are often boxticking exercises, fulfilling regulations about giving all investors access to information. Companies can use the medium to achieve so much more — bringing to life their stories, strategies and people for investors and other audiences. As the recent FT Bowen Craggs Index of corporate website effectiveness shows, making the most of websites is a hot topic, but more companies need to still do more.”
BroadView’s research showed that 59% of the web videos featured on sites were aimed at investors while only 23% were for more general corporate communications. One fifth required a subscription to access them.
“Even recruitment web videos only accounted for 15% in our research,” said Maister. “That really is missing a trick since this content is often aimed at the web 2.0 generation who expect much more than text-heavy pages.
With research from TNS in the US showing how they’re ahead of us in embracing social media, it’s worrying that many of our FTSE 100 companies have not got as far as featuring web videos on their sites.”
“All research has shown we remember more of what we see and hear than what we read, and that we also trust TV content. Our survey suggests many companies are missing a major opportunity to educate their stakeholder audiences in a dynamic way.
It’s time the FTSE 100 companies sat up and took note, otherwise we’ll find ourselves trailing behind other countries, who’ve already moved into the 21st century.”