Video moments — A super power for wrangling meeting, webinar and events video
In a recent post, Mack highlighted our new Video Content Utility (VCU) metric, to help enterprises measure how much utility they are able to glean from our expanding libraries of everyday recorded video, ranging from meetings and webinars to events from Microsoft Teams, Zoom, Google Meets and any event platform.
To recap it briefly, we measure VCU as (X+Y)/Z where X = the number of users who share specific video moments, Y = the number of video moments that users engage with directly via emojis, comments and bookmarks; while Z = the number of video moments that are re-shared.
Today the average VCU index for an enterprise is estimated to be very close to zero (0.1), since it is so difficult to find just what you need and value within a video — especially when someone shares a link to a whole video. If 50% of your employees begin sharing specific video moments and 50% end up reacting to these moments every month, over 10% of the available recorded video, then we can get to a VCU metric of 10 or a 100x improvement.
What’s the benefit behind a high VCU score?
It means your employees can focus and prioritize the most important moments that matter at work, and in life. It means that topics and sub-topics that have been repeated many times and recorded in video can be easily shared and re-shared, in bite-size chunks and located on demand; within your corporate video library.
It also means that if you find yourself double- or triple-booked you finally have a superpower: You can attend multiple meetings at once.
It also means that if you have a pressing deliverable to work on and can’t attend a specific meeting and you’re considered “Real-Time Optional”, you can easily and painlessly get caught up afterwards, to stay in sync.
If you’re managing a team it also means that you no longer have to spend hours skipping and skimming a video or watching at 1.5–2x to stay in-sync with how your full team is doing.
What types of moments matter the most?
These can range from a-ha moments, or as my friend Kim Alice Scott (the author of Radical Candor) likes to say, “hot damn moments”, “nailed it”, or even “how to fill in the blank moments”.
In HR, moments can include a “hiring moment”, or an “inappropriate moment”, or even a “raising the bar moment”.
To assist with classifying the different types of video moments and the respective value of each, let’s introduce a “hair on fire” metaphor. God forbid, but if your hair were to catch on fire and someone had a fire extinguisher near you, you would pay anything to put out your fire immediately. If someone had a bucket of water, then you’d pay to get that too, to put out the fire. In fact, if the person had a tennis racket then you’d even pay for that, since it’s still better than nothing.
From the VCU score formula (X+Y)/Z, let’s classify the known X-moment types with the lower number 1 representing higher hair-on-fire intensity.
- X1 = a money moving moment. For example, a high or low EBITDA moment from a Wall Street earnings call can immediately trigger more buying or selling for your companies stock.
- X2 = a bar raising moment. For example, this moment improves your sales team’s ability to sell your companies product or this moment helps your team to accomplish a specific task more efficiently or this moment helps your recruiters to hire better.
- X3 = a compliance moment. For example, in Financial Services, it can be against policy to advocate or discourage the purchase of specific stocks as a broker dealer with a conflict of interest which can lead to a Security Exchange Commission (SEC) fine.
- X4 = a collaborative moment. For example, nailed it, a-ha, hot damn, here’s why it’s a priority, here’s why we should do this, this is what it means to fill in the blank, etc.
- XN = what other moment types can you think of for your company or industry?
Interestingly enough, TikTok is filled with millions of entertaining and instructional video moment types. What started off as fun and cool dance moves has since expanded to even include Ukrainians sharing with the world Putin’s earliest invasion preparations and unwelcome advances into their country.
Video moments no longer need to be vague recollections from our personal memory banks. They can finally be easy to CLIPr, engage with, bookmark and re-share. Join us in the video revolution to wrangle meeting, webinar and event video most efficiently.
