We had a chance to read through Vimeo’s 2025 State of Video at Work report the other day. So, here’s a quick summary… or primer… of the 42-page missive produced by the video platform provider.
Apparently, video’s not just a shiny object for marketers to wave around during pitch meetings, or something your cousin Jeremy edits on iMovie for your annual holiday party. No, video is now a fully grown, suit-wearing, KPI-driving member of your enterprise team. And according to that report, it’s not slowing down anytime soon.
Let’s break it down, shall we?
1. Everyone loves video. No one knows what they’re doing with it.
According to the report, 79% of organizations say video improves business outcomes. That’s basically a love letter to the format. And yet – only 43% of those same organizations have an actual strategy. That’s like buying a Ferrari… but then using it to pick up groceries.
Without a plan, video becomes a chaotic mess of “final_final_THIS_ONE_FINAL.mp4” files scattered across platforms like digital confetti. Each department is out there making its own stuff – all those departments have different tools, styles, and vibes. The result? Total video anarchy.
In short, while there’s more video being produced than ever… most of us are just kinda winging it.
2. Your video platform situation needs therapy
Only 5% of companies are using a single platform. The rest are juggling 4 to 5 video tools like a caffeine-addicted circus act. And for larger orgs? That number jumps to six or more. At that point, you’re not really managing video.
This kind of sprawl introduces a mountain of issues – from the uncertainty of which version to use, to security compliance issues, and… the worst crime of all: wasting a perfectly good video because no one even knows where it lives.
Seriously, somewhere deep in your servers there’s a beautiful onboarding video, full of charm, wit, killer soundbites… and it’s sitting in a folder named “Assets_from_old_drive_BACKUP_DO_NOT_DELETE.”
3. Video is not only for marketers anymore (and they should probably stop hoarding it)
Yes, marketing has had the video spotlight for years, and deservedly so. They gave us splashy product launches, moody B-roll, and more animated explainers than we ever asked for. But now? Video is busting out of the marketing department like a caffeinated intern on their first day.
The report shows that HR, Internal Comms, Customer Support, and L&D are now using video in powerful ways – from recruiting and onboarding to training and support. Even Sales is getting in on the act, using video to personalize outreach, walk through proposals, and generally appear more human than an email can manage.
So, if your current video strategy begins and ends with “Post it to YouTube and pray,” it might be time to rethink things. Video is the new water cooler, whiteboard, and war room – all rolled into one.
4. Video = Data. And you’re probably not using it.
Here’s the juicy part: 98% of respondents say video is full of valuable insights. Buuuuut only 45% feel they’re actually using those insights effectively. That’s like saying, “This treasure chest is full of gold!”… and then using it as a coffee table.
Inside your videos are behaviors, feedback loops, performance data, customer pain points, and employee engagement metrics. Every meeting recording, every demo, every support call – it’s all a goldmine. But if your approach to analytics is still “scroll through the footage and hope for the best,” then congrats – you’re not alone. You’re just wildly inefficient.
This is one of the areas that AI is stepping up. Automated transcription, sentiment analysis, even object recognition – these tools are starting to do the heavy lifting. So maybe it’s time to stop tagging things manually like it’s 2003 and let the robots help.
5. The future belongs to those who consolidate, automate, and elevate
The good news? You’re not too late. Yet.
Modernization is underway. The report shows that nearly half of enterprises are now empowering internal teams to create video, automate workflows, and consolidate platforms. AI is helping transcribe, translate, and even edit. And most importantly – more orgs are realizing that without the right systems in place, video will eat your bandwidth, your budget, and your patience.
A strong, centralized video platform isn’t just a nice-to-have anymore. It’s the foundation for scalability, security, and strategy. It’s how you turn your scattered footage into a competitive weapon.
So… what’s the point of all this?
Video is here. It’s loud. It’s ubiquitous. And it’s not just for marketers anymore.
If your company’s still taping together its video strategy with duct tape and goodwill, this is your moment. Read the report. Get strategic.
Bottom line: video isn’t a “nice to have” anymore – it’s a business essential. And if your company isn’t getting strategic about it, your audience will be watching their videos – not yours.
So… if you want help building a video strategy that doesn’t require a miracle, I know a few people.