Posted By Ecommerce Exchange on 03/28/2018 in Media and Public Relations

How to Leverage Video for Internal Communications Strategies

How to Leverage Video for Internal Communications Strategies

Video content is widely used for marketing and external communications. However, businesses and organizations can also use video to enhance their internal communications strategies by using different types of explainer videos to connect the entire workforce.

Although most companies share a culture, businesses have multiple departments with diverse work processes and levels of knowledge. Some team members have been around for a while, while others might be new to the organization -- and there are different hierarchies within each area. Internal communications are necessary for information and concepts to flow clearly and seamlessly between staff and departments.

Forrester research showed that one minute of video is worth 1.8 million words, so there is no doubt that videos can help share information within a business.

Here are some specific benefits videos offer:

  • Videos save time. Have you ever needed to understand an email -- only to end up asking someone else to come and help you by looking at your computer screen? This is because words accompanied by images and animation help people understand concepts. 
  • Videos are entertaining. People work better when they are not strained by documents and lists. Since videos can include images, animation and music, learning new concepts become easier and more appealing.
  • Videos ensure messages are conveyed. When people find something entertaining they tend to follow through until the end and might even further investigate the topic afterward. With videos, you can ensure that typically boring processes and complex concepts can be explained in a clear and engaging way.

Top Three Types of Internal Communications Videos

What types of audiovisual content best suits the needs of the internal communications department? Here are a few examples that can help you get your video strategy started right away:

1. Walkthrough and Explainer Videos

Explaining is part of day-to-day tasks in every office, especially in those areas that work heavily with technology or the Internet.

A video walkthrough or an explainer video is the best way to keep all employees up to date and help to ensure each of them thoroughly understands what is being shown.

This is why walkthroughs and explainer videos can be great for training. They can save experienced employees time explaining things, and new employees can pause, rewind and rewatch the videos as needed -- without feeling like they are compromising someone else's time by asking questions that are explained in the training video.

2. Peer-to-Peer Messages

Instead of writing yet another email or text message with attached screenshots, consider video! Video messages can help peers get their ideas and questions across quickly and easily.

Take into account that nonverbal communication (NVC) is an important part of sharing and understanding information. Videos allow gestures, facial expressions and overall body language to be easily transmitted and conveyed for more fluid and clear interactions.

3. Mission, Vision and Values

For corporate presentations, it is also good to express or refresh what unite people in their workspace: the company’s mission, vision and values.

These types of videos can help nurture the culture that makes each business unique and strengthen the team spirit.

Internal Communication Video Styles?

Sometimes, people think that because an internal communications video will be shown only to employees it must not be animated ("too informal") or too elaborate ("too costly"). These are two misconceptions that are best to ignore.

The golden rule of internal communications is: Each company is unique, so it is best to ask questions in relation to the values, mission, personality, tone of voice and overall identity of the business.

As a matter of fact, animated videos are one of the most entertaining types of videos, so they are a great resource to use when a subject is too hard to explain or not that much fun. 

Health and safety videos can be a good case to apply animation, or a mix of animation and live-action, to internal communication videos.

Regarding video costs, remember that all your communications are a reflection of your business. If your video content is of inferior quality, this will be the impression of your business as well, even if your target audience is internal. Nobody wants to work for a cheap-looking firm!

What is more, keep in mind employees are internal clients. It's because of them that the work gets done and business objectives are accomplished, so it is crucial to be careful and thoughtful when communicating with them, just as it is to external clients.

Ways to Produce Internal Communications Videos

Production decisions will largely vary from video to video.

Sometimes, what is simple works best. If the CEO wants to communicate something to the rest of company, the best way will be to video record him or her doing so. For personally delivered messages, being able to see the person speak for themselves will convey transparency and approachability, thus giving a human touch and improving engagement.

For simple walk-throughs, screen recording software might just do the trick.

In every case, we recommend branding your video with an introductory screen or a logo. Simple editing software will allow you to add these visual cues and will give a distinct identity to your communications.

On some other occasions, it might be best to seek the help of a video production company. Mission, vision, and values videos are usually relevant for several years and will be shown to many employees, so the investment will be worth it. 

Another example will be videos about subjects that are hard to understand or that include lots of information. Videos containing stats, or which explain how to use complex tools or machinery are also good examples.

Distributing Internal Videos

Where your videos will be shared will depend on the internal communication channels your company has available.

Tutorial videos can be stored neatly and organized in the cloud so they can be accessed anytime by anyone. Keep in mind that videos can also help explain difficult concepts and can serve as a useful visual aid to accompany written manuals.

Safety videos, on the other hand, should be communicated using a push strategy: emails, face-to-face meetings, and messages on internal communications platforms can be used to ensure every employee is always up-to-date with safety and health policies.

Mission, vision and values videos are great for starting or ending certain gatherings. When they contain an emotional and stimulating message, these videos can help get people engaged with what will be happening in a meeting or give a nice closure to corporate events and celebrations.

Remember that with videos, as with every piece of information, context is everything. How and when people receive a message will determine utility.

These are some of the ways that using video content for internal communications can help business leaders and employees save time and effort communicating ideas.

Have you ever worked in a company where videos were used for internal communications? If so, please tell us about it in the comments!

About the Author
Víctor Blasco is the founder and CEO of the explainer video company Yum Yum Videos. He is also an audiovisual designer and video marketing expert. Aside from running the business, Víctor loves studying Chinese philosophy and is a real geek for science fiction films and comics.


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