INSIGHT 01732 759725 31 magazine Botox and body language are changing the face of video calls, claims Boom Collaboration Freeze frame a different way on screen. If I’m conducting a big webinar for example, when I’m prepping my content, I’m also prepping my appearance. I do pay special attention and take more time.” One of her top tips is to put the camera at eye level on the same wall as the main display so that it’s natural and easy to engage directly with people. “We feel something like a 360-degree camera is actually counter intuitive to the way we communicate,” she say. “It’s also important to be flexible as well as natural and adaptable to different scenarios, whether that’s teaching, pitching or selling. Being able to adapt is very important on a video call. Some miss that when trying to create inclusivity and equality between participants. This is particularly hard with a large group when everyone is split up into little square boxes on a screen.” Choose well Above all, it is vital to choose high quality, reliable equipment. Boom Collaboration’s research suggests that this is something many fail to do, with 40% complaining of problems with picture and audio performance. “Quality really matters. It’s one of the many reasons we decided to produce a 4K PTZ camera early on. We believe this is where a lot of the platforms such as Teams will go next. In the future video calls will be conducted in 4K not HD. Raising the bar and raising the game in terms of quality will lead to a greater customer experience.” Hulett, who set up Boom Collaboration with co-founder Fredrik Hörnkvist in 2020, points out that to create a life-like video call experience, audio quality, video quality and user-friendly technology all have to combine. And, as she says, “This doesn’t happen by chance”. She adds that in selecting a solution, whether it is a plug and play device or an integrated full room system, it is important to pay attention to the user experience, as well as technical considerations, to ensure that staff make the most of the investment. “Jumping on a video call is now part of working culture. It doesn’t matter how good the technology is, if it’s not being used on a regular basis, in the right way then the whole investment and experience is undermined. It has to be reliable, easy to operate and effective. “Being smart and professional is hugely important. Equally people need to be seen and heard clearly too.” boomcollaboration.com The art of communication via video is continuing to evolve, with personal appearance becoming ever more important as participants compete to be seen and heard clearly. That’s the view of Holli Hulett, co-founder of global conferencing manufacturer Boom Collaboration. She points out that the Covid pandemic triggered a ‘Zoom boom’ in minimal invasive procedures such as Botox and lip fillers, with more than a 40% rise in some areas of the world, as millions more people began embracing video calls for work and socialising. “People are definitely becoming more self-conscious and aware of how they appear. Other than looking in a mirror, many hadn’t really paid too much attention to themselves and certainly not on camera before,” she says. Hulett adds that the rise in such treatments may be less about vanity and more reflective of people's innate understanding of the importance of confidence and body language to call chemistry. “Being relaxed, happy and friendly goes a long way as so much human interaction happens through body language and facial expressions. A smile can light up a room and make someone happy without any words. Emotion is powerful. A meeting is an encounter between people, where we constantly read each other. First impressions count.” Appearances matter This explains the findings of Boom Collaboration’s own independent research, based on discussions with channel partners and analysis of various industry studies, which shows that around half of people worry about how they look on video, with nearly 60% admitting to being more self-aware. Hulett herself is not immune to such feelings. “People see themselves in Holli Hulett
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