These best practices can help employees get in the habit of using video to drive business.

In August 1981, a new network called MTV debuted with the aptly named Buggles video, “Video Killed the Radio Star.”

Indeed, MTV and its music video format would soon go on to change the way people experienced music. By then video had, of course, changed the way we experienced a lot of things as consumers. But not so much in business. Eventually, of course, video conferencing would find a foothold in large organizations, and by the early 2000s it was available to just about anyone.

But it’s been more than a decade since all the major instant messaging platforms came out with video chat capabilities, and six years since we began making free video calls on the iPhone. While video continues to evolve in some really exciting ways for consumers, its evolution within organizations has stalled.

High-quality video is available across every tablet and laptop. Many of us walk around with at least two video cams in our pockets. Smartphones come with two. The technology has done everything it can to make it easy for us. We have the power to make and take video calls from just about anywhere. But most of us don’t.

It’s a shame, because with video, people have the power of instant collaboration via shared visual spaces regardless of the physical distance between them. We can establish more productive work relationships, communicating and sharing more and faster visually than we ever could via phone or email. We could be forming closer relationships. We could be building stronger teams. We could be arriving at solutions and decisions faster, all while cutting costs and bringing a new level of competitiveness to the enterprise.

So why aren’t we? Because workers aren’t in the habit of using video to drive business. It’s something they schedule, not something they launch within a project’s workflow. It’s also a matter of culture. People aren’t conditioned to be video-ready within a moment’s notice. But most importantly, it’s a matter of simply not knowing where to apply video for transformational benefit. Even Millennials and younger remote workers haven’t been able to unlock video’s full potential. Why? Because nobody is showing them how.

Click here to read more on this article written by Christopher Martini, VP of Skype Business at ConnectSolutions!