Loom is a video messaging platform—one that many brands have started using religiously since they started working from home. If you haven’t used it, the software allows you to record yourself and your screen at the same time, making it the perfect option for employee onboarding and training, solving customer service complaints, or demonstrating an online product or service.
While Loom is exciting all on its own, we think that what it represents is a huge opportunity for video. Loom is built on a concept called asynchronous video, which means that you’re communicating with someone on your own time. You don’t have to be on camera at the same moment as you would for a Zoom meeting or FaceTime call. Instead, one person records the information they want to share, and the recipient can watch whenever it’s convenient, offering an efficient and convenient way to capture value from someone else’s knowledge.
We’ll walk through many of the advantages of asynchronous video as they apply to the use cases below, but here are a few that apply across the board. Asynchronous video is almost always more convenient for both parties. It eliminates the challenges of syncing up across time zones or preferred platforms (e.g., if one party uses Zoom and another prefers Google Meet), but it still provides the human connection that’s lacking in email or even phone calls.
What’s more, it gives those recording messages complete control over what they ultimately send. With asynchronous video, you don’t have to worry about technical difficulties, audio or video lag, or other issues that can arise during live video calls. Instead, you can record your piece as many times as it takes to get it right.
There are tons of use cases for asynchronous video content, but in the business world, it’s especially useful for sales teams, customer support teams, and HR teams. We’ll walk through each of those options and why asynchronous video represents such a powerful opportunity for brands.
Asynchronous Video for Sales
For sales, asynchronous video allows salespeople to provide a more thorough case than they’d be able to over the phone or via email. It offers all the benefits of a live video call, but without the challenges of having to align schedules with your prospect. This gives both parties more autonomy over their time, which is especially useful for sales teams working across time zones.
Many types of videos work well for asynchronous sales content. One of the most common is a product demonstration—software walkthroughs especially benefit from the video alongside the screen recording to paint a more comprehensive picture of the tool.
Narrated video case studies can also help sway prospective customers. The video element adds a personal touch to what might usually be a standard, run-of-the-mill sales pitch. This benefit also applies to explanations of how your product or service works will work for your clients. The video component allows you to build a more human connection, while the asynchronous setup makes it more convenient for both the salesperson and the customer.
Asynchronous Video for Customer Support
For customer support, the benefits of asynchronous video are virtually endless. Both customers and support staff can use asynchronous video to help get to the bottom of a problem; customers can send a video-narrated walkthrough of the problem they’re experiencing, and support staff can send a similar video-narrated walkthrough of how to fix the problem.
Both parties benefit from being able to share a clearer explanation of what’s happening. (If you’ve ever tried to solve a software issue via a chat window with support, you know the value this provides.) Plus, as we mentioned above, the introduction of a human touch helps to ease frustration and put a face behind the company—and the convenience of the asynchronous touchpoint is an added bonus.
Asynchronous Video for HR
Finally, HR can use asynchronous video to help recruit or onboard new employees. Video is a great way to explain the company or job opening to prospective employees, and it’s also the next best thing to completing in-person job training.
Some companies would even argue that asynchronous onboarding is better than in-person onboarding because new employees can watch the videos on their own time without needing the manager or HR staffer to walk them through the content in real-time. It also gives employees something to refer back to if they realize they missed a key point once they’re already on the job.
Whether you use Loom in your business or not, as a result of the tool’s use during the pandemic, many companies are beginning to understand the value of asynchronous video communication. If you’re still relying on synchronous video calls, it might be time to test out the alternative. Let us know what you find!
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