The video transmission over the internet opens up new attention-grabbing, emotional, and precise communication for companies in marketing, corporate communication, and employee training. At the same time, we are witnessing a shift towards a society focused on communication, knowledge, and self-organization. What implications does this have for interactions within companies and their hierarchies? Who will be the winners and who will be the losers? This profound change touches on issues of video usage, new marketing and PR tools, self-learning, as well as copyright, and also impacts the professional profile of media creators. The author contrasts opportunities and risks and explores the communicative significance and societal meaning of the new technical and creative possibilities for use in companies. Matthias Kunert is a long-standing industry expert who has produced and designed corporate videos for companies such as 3M, Allianz, Audi, Bayer, and MAN.