Are you looking for a way to make your company look bigger than it actually is in the eyes of your customers?

If so, then more aggressive adoption of online video may be just what your organization needs. Simply put, big companies are hopping on the video communications bandwagon like never before while their smaller rivals get left behind.

Large companies already are the most active implementers of online video technologies. According to responses collected in a survey of 1,002 executives conducted by Interactive Media Strategies (News - Alert) in the first quarter of 2011, more than one-third of all companies employing more than 25,000 employees (34 percent) say they are budgeting $1 million or more for video technology spending in 2011. Less than 10 percent of companies with fewer than 25,000 employees have allocated similar levels of commitment to spending on video.

And the momentum in business video adoption is growing among the Fortune 500. More than half of companies with more than 25,000 employees represented in the 2011 Interactive Media Strategies survey report that they plan to boost spending on online video over 2010 levels.

In terms of video deployment, these spending trends are poised to create a set of corporate “haves” and “have nots” in the world of advanced business communications. Companies that aspire to create a big company image will be able to do so by aggressively embracing the implementation of online video in both internal and external communications.

Fortunately for small- and mid-sized firms, the video playing field is becoming more level than ever before. Sophisticated video deployments that once necessitated investments that reaching into six – or even seven – figures can now be embraced by organizations with more modest budgets than ever before. The rise of hosted software-as-a-service distribution capabilities along with more affordable video production and editing tools is making the idea of high-quality video creation and management a reality for a broader range of companies than ever before.

Executives should only allow their imagination to limit the potential uses of video in building a higher profile for their organizations. Many individuals just getting acquainted with video think of the technology as a venue for enabling far-flung collaborative meetings that are made more effective by the integration of a video link.

But organizations looking to build their corporate image through the implementation of the technology should look for even more creative ways to weave video more extensively through their company’s outreach efforts. Some firms, for instance, may opt to create videos that provide more detailed product information to prospective customers on an on-demand basis. Other videos can be produced to address frequently asked questions that are posed to customer service representatives.

Ample opportunity exists for companies of all sizes to leverage video in a way that improves communication and enhances productivity. In the process, companies that take the initiative to use video creatively have the opportunity to level the playing field with their larger rivals.